Each year, we’ve got certain trends that are still standing. We don’t have to repeat ourselves with “the power of social networks” and stuff like that. But there are a few trends that undergo a few changes or start to gain ground; here are some of the ones we consider the most important so you can take them into account and improve your online presence and on and offline results.
A big trend is trusting friends and influencers
Every day, users trust more and more what they read on the web. But not just anything: store and product reviews and recommendations are trustworthy for an amazing 70% of users, and the percentage of people trusting recommendations made by friends is even higher: 92% (according to Nielsen’s research).
If most opinions about your brand are positive, your clients are doing the work for you. It’s the ideal situation because you don’t have to worry that much about marketing campaigns; besides, for those who still aren’t your clients, these reviews feel more authentic and personal and, therefore, more trustworthy.
Just as good -or even better- is getting your products to be praised by an influencer, people users look up to with millions of fans and followers, mainly on Youtube and Instagram. Those who belong to the video game and fashion industry know this well: there’s nothing like a good review from a famous youtuber or instagrammer.
Sometimes, you don’t even need them to say nice things about your brand; just by standing next to the product (or wearing it, or playing it), you’ll be getting more visibility than you ever imagined. But of course, an influencer isn’t cheap and that’s why only the best brands reach out to them.
Let’s take a look at some “more accessible” trends.
Video marketing trend: videos and more videos
Going beyond Youtube, this was the year Periscope exploded and Facebook Live was launched. Vine died but immediately, many other apps surfaced, and users can’t seem to get enough of videos; on the contrary, Facebook pages like BuzzFeed Tasty show us that people can spend the whole day watching short video recipes even though they’ll never step a foot in the kitchen to make them.
We want our content faster, shorter, and funnier every time. And really well done.
More than 70% of internet content on 2017 will be videos.
There’s another thing to take into account: videos are mostly watched on mobile. If people are on their smartphones most of the time and videos are the most consumed content of all, they should be optimized and adapted to every screen so the experience is fluid and the user doesn’t have trouble when accessing and sharing the content.
That leads us to another trend; it’s not new but it’s been changing its (and our) relationship with content. When we talk about content with smartphones and tablets in mind, we don’t mean just on social networks but also on your website.
You really don’t have a responsive website yet? For real?
If your business card was your cover letter in the past, then replaced by your website, nowadays it’s your mobile website. And I don’t mean an app (read this if you’re still not sure about the difference between a responsive version and a mobile app) but people leaving your site because it’s a mess, because it’s very pretty on a desktop version but on a phone or tablet, you can’t even click a menu or read anything with all those giant, cut texts. Sounds familiar? Yeah, too many sites are like that, and it’s 2017 people!
New trend: chatbots
Process automation isn’t a new thing; there are already many people who depend on apps and tools to keep their social account updated. However, now that Facebook is ahead of the game, chatbots are the new trend.
According to Zuckerberg’s company, chatbots will change the way brands and customers communicate. But with great power comes great responsibility. That’s why companies will have to know how and in what cases they apply this type of artificial intelligence.
AI: A trend that’s here to stay.
Chatbots simulate a conversation with a human, so a customer interested in solving doubts about a company, brand or product could get answers easily without having to call a phone number or waiting for a response via social networks. Therefore, they’re ideal for tech help stuff.
Obviously, Facebook’s goal is for this chatbots to be completely integrated with their Messenger app, so you don’t even need an external one. Their examples are things so diverse as the ability to order a pizza or to leave suggestions or complaints.
Undoubtedly, no matter where we use them (inside or outside of social networks and apps but almost always from our smartphones), between chatbots and virtual assistants, people are getting used to talking to “robots” and this trend will apparently keep growing.
How do I keep up with all this?
Not all brands need to focus on all these marketing strategies and target every market and user. If you’re feeling a bit lost, do not hesitate to look for assessment to know what would be best for you, what to focus on and how to save time and money (or maybe how not to lose time and money). Nowadays, all kinds of professionals and agencies can help you to explore these techniques and, in some cases, lead you to success but many of them will also charge more than expected, give opposite results, etc. and many times, automated processes (both internally and externally) will save yourself a headache.
If you’ve got any doubts or questions, or some other trend to share that you think will explode next year, please leave a comment.