Marketing, like many industries, is constantly evolving. Now that we’ve reached the end of the year, it’s time to make some predictions about what trends will stick and continue to grow in 2017. Below are three of our major predictions for which trends you should be keeping an eye on next year.
1. Live Video Streaming Will Finally Take Off
Live streaming apps Meerkat and Periscope appeared in 2015, fighting it out until Twitter took over Periscope and Meerkat died off. The live streaming apps caught on until the technology was added to Facebook and renewed interest in YouTube’s live offerings emerged. Still, live streaming was only gaining in popularity in small pockets of the industry. However, that is changing.
Live streaming has become more mainstream than ever this year. If like me, you’re one of the no-cable crew, you probably noticed that every major network streamed all the presidential debates. Watching live streams is no longer a foreign concept for getting entertainment and news.
Most live streams can be recorded and re-shared, making it an easy way to build video content.
Promotes live interaction with your audience to better build relationships.
Offers a unique way to share information, show off products or field questions.
It doesn’t need to be pro-quality. Just use your phone!
On Facebook, your live stream will begin playing on scroll. No user click required!
Birchbox has been utilizing Facebook live streaming to show how experts use the beauty products they send in their boxes, and to field questions live from viewers.
2. Native Advertising Will Continue to Grow
Native advertising is a form of paid media in which the ad experience follows the natural form and function of the site it’s placed on. While this isn’t necessarily a new concept, it is moving toward becoming the new standard for online advertising. Instagram, Facebook, Pinterest, Google, and most online publications have all taken this approach to naturally mix in ads with content.
The reason for this is that visitors are just no longer as responsive to traditional ad placements. While it’s a sneaky trend, it’s a trend that does work better than traditional advertising. When ads are slyly integrated into the content experience of the site they’re on, visitors are more likely to engage instead of completely dismissing them. In fact 25% more consumers look at in-feed, native ad placements compared to standard banners.
Less invasive to users to promote engagement.
A lot of variety in how you can promote including images on social media, sponsored posts, video content, and more.
Instagram ads are just one example of native ad placement. Below is an example of a Spotify ad that was almost seamlessly integrated into my Instagram feed.
3. Content Marketing Will Be The New Standard
Gone are the days of just writing blog posts when you can, and hoping something will happen. Content Marketing has been growing steadily every year, but moving forward it really will be the standard for digital marketing. Curata reported in 2016 that 42% of companies now have an executive position dedicated to content marketing, and this is expected to reach 50% in 2017. The key here is dedicating resources and staff to a real content strategy. Without it, any attempt at content marketing will continue to fall flat.
Unlike straight ads, it’s providing content users actually want.
It’s an integrated strategy that can reach your audience on multiple levels.
Basically any brand whose content you pay attention to on social, in blogs or anywhere else on the Internet.
Are you already on board with some of these trends? How will you be preparing your marketing for the new year? Let us know in the comments or give us a shout on twitter @LittleJackmktg!