We are moving swiftly towards 2020 and as time passes digital marketing trends progress with it.
Although Google, Social media and the broader digital marketing universe are ever changing, if we reflect on the biggest digital marketing trends of 2019 it’s fairly easy to give some calculated predictions on what trends will dominate the digital marketing landscape in 2020.
1. Video content:
Video content has been BIG in 2019.
Traditional Television advertising has slowed in progress due to the ongoing popularity of smart TV’s with streaming services like STAN, Netflix and apps like YouTube continuously rising in popularity. Your Smart TV, Xbox and Apple TV all connect to the internet. These devices have been around for a while, but the marketing opportunities on their apps are only starting to gain momentum.
In 2019 the average daily TV viewing time being broadcast, streaming and video on demand was 3 hours and 2 minutes per day.
Youtube leads reach and watch time among ad supported internet connection based channels (as opposed to traditional cable based providers).
On Instagram in 2019 Video posts have gained 38% more engagement than image posts.
This could be partly due to the rise in Instagram TV (IGTV). Although Instagram stories and highlights are a great way to incorporate video and relatability into your Instagram content, videos on Instagram stories can only be up to 15 seconds long. And, unless they are uploaded to your page highlights, the videos will only stay up for 24 hrs. Regular posts on Instagram that are videos can be up to 1 minute long. IGTV however allows content to play for up to 1 hour. As IGTV becomes more commonplace, more business owners will use IGTV as a key tool in digital marketing.
For marketers, this means either keep up with our video content, or get left behind.
2. Constantly creating smarter, more purposeful content.
The need for creative, unique, purposeful content was noticed in 2019 trends, and isn’t stopping in 2020 – in fact it’s more important than ever.
So why do we need content of the highest quality?
- The majority of successful content marketers being 90%, prioritize their audience’s informational needs over their sales message.
- Content creation has had the largest increase in spending over the last 12 months out of every other area of content marketing at a 56% increase.
Ranking for competitive keywords will only get harder in 2020 as marketers know the importance behind purposeful content.
In 2020, we’ll see the following from different sized brands:
- More current and reputable sources will be used for statistics and data in content.
- Writing that’s tailored specifically to different audiences, whilst still showing the brands tone of voice and style throughout.
- A broader range of topics covered and more in-depth content under these topics.
- A deeper understanding of target audiences wants and needs from search results from keywords.
- Improved graphics, such as branded images, custom blog images and infographics.
It may be harder to rank in 2020 and the coming years, but there’ll be better content created and a more competitive environment for businesses. This will help to show off clients businesses in the best way possible.
3. Super-Targeted, Customer-First Content
Prioritizing the customer’s informational needs above sales messages was one of the deciding factors for successful marketers in 2018-2019.
Successful marketers understand that trust-building with audiences starts with offering guidance, information, or entertainment without a drawback.
Motoko Hunt, president of AJPR said; “Even if your website content is perfectly written and optimized, if it’s done for a wrong audience, it won’t grow the business”.
More than that, the very best content that fills the user’s needs is the type of content that will rank #1 with Google which is content that has a purpose for the user.
The only way to find out what your target audience needs from your content is through research. Asking questions to your community, gaining user generated content, finding out more about who your followers really are.
Intimately knowing your customer base allows you to create content that will touch them on a deeper level.
It may in some cases fill the niche audience’s needs. It will fill an information need and serve a purpose.
4. Social Media
Social media has been important – especially in digital marketing – for a long time now. Being around in some form since the late 90’s, social media has taken over businesses owners and consumers lives and become one of the best ways to interact with consumer bases.
Marketing opportunities on Social media are now more fruitful than ever. With features such as IGTV on Instagram taking businesses by storm.
Influencers and micro-influencers on social media platforms are a very important part of social media marketing – utilizing their techniques can help to generate e-wom (electronic word of mouth) and place trust and relatability on advertising.
Micro-influencers are now being used more frequently by businesses as they are often a lot cheaper to work with than larger influencers and they can easily hit a niche audience market. These profiles are often trusted more by their smaller audience. This can be influencers with anywhere from 10-30,000 followers.
Content is becoming more dynamic, unique and attention grabbing than ever before.
Consumers information needs are being listened to and followed in marketing more and more every day – whilst sales messages are being pushed to the side. Building trust by finding out more about consumers on a deeper level, and ranking #1 with Google to know you’re filling an informational need.
Video content creation is easier than ever before, with opportunities for marketers growing constantly.
This year, lookout for super targeted, niche, customer first content. Want to stay in the game in 2020, but aren’t sure how to keep up with the amazing content flooding the scene? Message us at the Media Lion Digital Marketing Agency.