As digital and influencer advertising and marketing continues to develop and evolve, professionals within the trade must be forward of the curve by being artistic and development acutely aware over the approaching yr.
All through my profession, we’ve labored with many companies, collaborating with a lot of influencers. Trying forward, partnerships with content material creators and social influencers is not going to decelerate however achieve additional prominence as the popular advertising and marketing channel of companies globally and inside the Arab world.
Because the yr attracts to an in depth, it’s vital to pay attention to digital advertising and marketing tendencies that can take centre stage in 2020:
TikTok to develop in prominence
Instagram is not going to lose its recognition, as longer video content material shared on its Instagram TV (IGTV) platform, garners extra engagement by customers and viewers. Nevertheless, social media app TikTok, is rising in recognition, particularly inside the youth inhabitants. Launched in 2016, TikTok permits customers to create and share movies. The video service run by social media big ByteDance is now the third most downloaded non-gaming app, in accordance with advertising and marketing intelligence agency SensorTower. TikTok is a perfect platform to succeed in youthful demographics, and we might predict that extra manufacturers would need to attain their viewers by means of the channel subsequent yr.
Influencer advertising and marketing is right here to remain
The previous few years have confirmed influencer advertising and marketing isn’t a fad. Whether or not it’s promoting merchandise, providers, or authorities initiatives, influencers are the go-to channels for a lot of companies. Companies are realising the effectiveness of reaching extra targeted teams versus mass audiences, and that it’s extra about high quality than amount. They’re opting to work with micro-influencers, or these with lower than 100,000 followers.
Knowledge is king
Up to now, manufacturers didn’t focus a lot on metrics. However that’s modified now that Instagram and different apps are offering enterprise pages with detailed evaluation of their viewers and their engagement on the web page.
Manufacturers realise that simply because a sure web page has 1000’s or tens of millions of followers, it doesn’t essentially imply they’re actual. Quite a few on-line businesses provide followers at aggressive costs, that may be delivered in a matter of hours.
Instagram, and different apps permit customers to entry to information that highlights demographics, pursuits, and engagement of every submit. That gives companies with transparency, which permits them to judge the success of their advertising and marketing efforts.
Metrics and information are vital not just for companies, but in addition for influencers themselves, to raised perceive their viewers and know which posts obtain extra engagement. That successfully permits them to regulate their strategy accordingly. Knowledge helps customers develop.
The manufacturing and consumption of video content material on social media platforms has risen exponentially over the previous couple of years. Movies on YouTube considered on cell gadgets attain extra US viewers members than any TV community, with over 1 billion hours watched on daily basis, in accordance with statistics revealed by YouTube. Movies are additionally turning into shorter and shorter. In 2018, the common video was 4.07 minutes lengthy, 33 per cent shorter than 2017 movies, which stood at 6.07 minutes, in accordance with the 2019-benchmark report by Canadian video platform for companies, Vidyard.
Companies and customers’ engagement
Instagram tales, and different options on totally different social apps, permit companies to work together and have interaction with their viewers. Social media platforms are basically one other customer support entrance and might’t be ignored by companies that need to function within the digital area. Customers not solely need to see photos of the most recent merchandise, however additionally they need to see the true aspect of manufacturers: features of what occurs behind the scenes, perception to the lives and personas of homeowners, and interactive Q&A classes with the founders. A day in a life posts are additionally fairly engaging, and is finessed by Kuwaiti social influencer and entrepreneur Ascia Al Faraj. One-minute movies of how her day is spent, and the way she is managing her magnificence enterprise have traction.
Digital advertising and marketing in 2020 will probably be extra targeted and clear, set to see extra engagement between companies and their viewers.
Manar Al Hinai is an award-winning Emirati journalist and entrepreneur, who manages her advertising and marketing and communications firm in Abu Dhabi
Up to date: December 14, 2019 07:08 PM