Post-COVID period content will make up to customer needs 

Amid the pandemic, marketing specialists have had to adjust to the content tendencies that followed, questioning the current rules of client relationships and brand development. Social media was already an essential part of individuals lives, the COVID drastically improved use all over the world. There are more than half a billion more individuals using social media over the world than at the same period last year, showing an almost 15% year-on-year increase. 

In order to stay visible to their potential clients, brands must communicate in detailed terms, considering specific audiences depending on what is most suitable to them. This might suggest making particular content for a location, generation, hobby, or gender. Now that businesses have their own personal information, users anticipate them to deliver tailored experiences across the whole consumer journey. 

Even though text conversations have the most elevated digit of results, engagement per mention shows a different story. Text results acquire 0.91 engagements per mention while images get 2.85 and video results – 1.5. 

Media consumption tendencies have been revived by the lockdown. With consumers being at home, they have turned online for entertainment, information, and connection. 

This has forced an uptick in content creation, to serve the growing demand. Customers want stories built for them, not only containing the facts they want though also in a style they like to consume. This led to an increase in live video and audio – a format that was already preferred but now with added engagement and interaction. 

Brands will have to develop their content strategies this year and beyond, both determining the content, and the style, their customers need. 

 Due to Twitter Spaces and Clubhouse, audio content is the social media movement to watch for 2022. It is perfect as the company has instruments to share valuable content and communicate with the audience via live conversations.

With consumers getting more content post-pandemic, brands have to contend for even quicker attention spans over the ever-growing platform set. Knowing which platforms help reveal which parts of the story of a brand is going to be the main. The chance lies in utilising different platforms to speak a more cohesive and differentiated story.

Habits have changed over the past year. From advanced consumption of digital content to online retail, individuals changed the way they explore, shop, and interact with each other. And it will only resume to evolve and change. The algorithm has a lot to respond to in the way platforms feed users information. User attention span has decreased while the demand for meaningful and value-added information is a requisite demand, as well. Together with the post-pandemic changes and trends, content has to seal the gap between demand and supply to meet shaping habits and trends.

The pandemic has made a seismic influence on the media sector in many parts of the world; there are fewer journalists working full-time and many publications are prioritizing feed for advertisers. That makes the position of any communications person much more complicated. The companies have to focus on owned media, arrange newsrooms within the organizations to create good content, and pivot to new formats like video or audio to stay relevant to the stakeholders.

2022 will get substance over spin. Due to Covid, climate change, geopolitical tension, and fake news – action, purpose, and authentic dialogue will let brands stand out.

The change in consumer behaviour over the pandemic has made brands reconsider digital business models to satisfy the growing requirements and anticipations of their audiences. The main goal is to raise social trust around the brand. In a more overcrowded digital landscape, it is more difficult to capture insights and data that position data-informed creativity as the best currency to create confidence. The reduction in offline experiences also forms an opportunity to complete data-driven content with immersive activities such as influencer marketing, UGC content, and online streaming that recalls the brand’s unique personality to make human authenticity and connectedness.

The pandemic revved up a trend toward creating less content – but providing it is of higher quality. Creating content for the sake of creating content no longer meets the bar for companies who are tuned in to what the audiences are seeking. 

IN PRACTICE

Agile acceleration of audio

Online audio platforms are podcast progression. Brands can deliver a thrilling listener experience, with decreased production costs, though now with an interactive element. Another step to creating a community. 

Conversations about audio platforms, like Twitter Spaces and Clubhouse, have mostly been about users trying to get traction towards the rooms (an area where the company can join or create a chat). Many customers are sharing what they want to talk about within such platforms. 

The market keeps innovating at the same time, while social media platforms keep adjusting to this new format. 

Many of the reasons why individuals love these applications are the unique guests that often visit the rooms, the good information that is shared, and the added value that individuals feel regarding their mental health by being capable of talking to people regarding similar situations or ones they can privately relate to. 

How customers are pushing the trend 

Content demands adjusted as individuals’ lives changed. The transition to working from home implied people aimed for more personalized experiences built around their lives. 

As that situation change again, anticipate demands to expand again. The traditional 5-day working week in the office is no longer guaranteed, so companies will have to offer a more comprehensive catalogue of experiences to meet a wider range of lifestyles. To keep ahead, thriving brands will have to listen carefully to fully understand their consumers. 

KEY FINDINGS 

Be precise 

Make intended decisions about who the marketing is performed to, and which customers the company is targeting. Does the company make research and get access to customer insights so that it is always making content for a particular audience, whether that is a location, generation, or language? 

Tap into the audio realm 

Many different content types and channels rushed in popularity this year, supported by the realities of coronavirus restrictions. Expand on podcast and audio creation, to focus on live conversations with the audience. 

Prepare more snack-sized content 

Time is money, and COVID-19 has produced customers who are highly aware of their time and which content is deserving to be consumed. Keep the company’s content digestible in form, style, and length. And make sure it is exclusive and personalized. 

Enhance the customer experience 

Seamless, simple, and stress-free. Make it a walk in the park for a potential client to consider and buy from you. That might suggest including VR features to make it more comfortable for consumers to purchase without seeing or taking a physical product.

Omnichannel engagement will alter the way customers communicate in social media 

More than 60% of internet users get breaking news from Twitter, Facebook, Instagram, and YouTube instead of traditional media. With this climb in information comes the chance to develop audiences, and increase customer connections, by delivering the information they want. 

Though there is also a higher risk of misleading content and fake news – if the business is not setting the right story, customers will see it elsewhere, with content that is possibly damaging to the business. For brands to stay afloat or keep up for the following year, it is crucial to use every advantage. This means putting the hands-on consumer insights. 

There were more than 8M results of misinformation in online conversations since last year. Misinformation keeps affecting day-to-day conversations in every industry. Conversations about misinformation keep growing, as brands seek new ways to manage the crisis.

This year social listening, and thereupon social intelligence, will be the major trend. Brands are not catching the full picture of the audience and industry if they are not making social listening, collecting insights, and making strategic decisions according on those learnings.

Online road mapping is critical to remain top of mind for the customers. Assure the change to a transaction is quick and memorable by delivering convenient options at every point in the customer journey.

Co-creation platforms  – TikTok, and Instagram – will persist in influencer pop culture as long as they will be providing the creator economy with filters, templates, and tools that allow users to make experiments without the skill for technical expertise. The platforms, brands, and creators that promote the most co-creation will have the most chances to successfully enter customer conversations. To do so with enthusiasm and precision they have to have insight into customer conversations as they connect to a narrative of a brand. Having a finger on the pulse of insights will keep being essential in a bid to stand out in the crowded ecosystem of digital content. 

Though experts suggest that social audio might become mainstream in 2022. This idea is especially underutilized at the moment, while applications like Clubhouse, Twitter Space and  Spotify Greenroom will soon become commonplace. Most notably, it will be noted more browser-based variations for these sites and will turn to be a total game-changer.

Video has evolved into a standard language for audiences, helping to meet the growing need for connection, which is more powerful than ever before. This is why it is noted that more people switch to live-streamed, relatable, and immersive, content on YouTube to discover that sense of togetherness. There is an option for brands and creatives to interact more deeply with audiences by going into the participatory creativity by a diverse community of content creators on YouTube. 

Video content has been increasing its share as the favoured format on social media. This year it can be expected to see more specific sub-spaces rather than the conventional long or short clusters of content.

IN PRACTICE

Reuters and Twitter joined forces to fight misinformation 

In a bid to fight the issue of misinformation, traditional media and social media platforms have been cautious on the spread of fake news. Twitter announced a partnership with Reuters and AP aimed at providing only high-quality content to appear at the top of results of search for popular topics. 

By working more directly with Reuters and AP, who also cooperate with Facebook on fact checks, Twitter says it will be capable of increasing the speed and scale to which it will be able to add this extra information to tweets and elsewhere on the platform. Especially, that means in times when news is breaking and facts can be disputed as a story emerges, Twitter will be capable of quickly turning to these more authorised sources to enhance how contextual details are added to conversations. 

How customers are pushing the trend 

While bots are occasionally used to spread fake news, internet users generally play a massive role in the spread of misinformation. A recent investigation revealed that lack of awareness was the key factor behind 50% of misinformation shared on social media. With this in mind, brands have to keep close tabs on what the audience is believing and reading and commit to communicating factual information that creates consumer trust. 

KEY FINDINGS 

Deal with disinformation 

Misinformation can be vital to the brand’s reputation. Supply the audience with the information they are starving for or someone else will. Social media is a strong tool, but it has to be managed with appropriate consideration and goodwill. 

Concentrate on the audience 

All the company’s social media pages has to be informative and honest. Ensure the company does not estrange the consumers by communicating inaccurate, irrelevant information. Once the company fail to get a customer’s trust, it loses them to a competitor. 

Share data that resonates 

Nowadays sharing and posting videos is fundamental for any marketing campaign that desires to succeed. 80% of consumers noted that watching a brand’s video persuaded them to subscribe to a service or make a purchase. 

Influencer marketing to mature

Influencer marketing is now a prevalent marketing methodology. As the influence of social media keeps growing, so too does the influence and importance of influencers. New regulations have resulted in increased influencer responsibility, while many others have thrived with extreme audience and engagement increases. 

Influencer marketing now suggests better results, with lower risks. The brands that push the most of these opportunities are ones that dig into what makes customers tick and determine the influencers that will deliver the most impact. If the company is not thinking of influencer marketing moving into 2022, it is at risk of losing out on expanding the customer base. 

Influencer disruption was about to happen, though the pandemic certainly speed things up. The remarkable growth of TikTok, unscripted and unfiltered content and the growth of everyday influencers have all seen huge breakthroughs in a quick amount of time. The Influencer Marketing Hub’s survey showed that more than 65% of respondents are employing Instagram for influencer marketing. 

As the line between e-commerce and social media platforms becomes increasingly blurred, influencer marketing connects with customers, letting brands flourish and get immediate results. 

Influencer marketing is no more about blindly throwing budgets into seeking influencers with big followings. It is about cooperating with content creators and setting relationships with them for plenty of mutual benefits to their company and business.

The influencer marketing maturation – Brands desire to work with influencers who are not only amplifiers but hold a social conscience. The pandemic has offered us that an over-consumeristic community is not all suitable for the planet. Influencers that have a purpose and a clear vision of their niche will succeed.

Influencer Marketing pushing ROI will be a trend that we are likely to emerge. Brands will manage influencer marketing not only for the top of the funnel but also for the bottom. This together with more strong attribution and affiliate models will ensure a thrilling year for content creators.

Smart brands will set up meaningful partnerships with appropriate creators for long-term partnerships. Alas, many will only try to lease their feeds for what they consider to be ads, then be disappointed with the results.

Influencer marketing is increasing at an exponential rate globally. Off the back of the last findings in the WEF report, the future of careers is digital. Globally, the digital economy is reaching 20% whereas in the UAE it is only 4%. Therefore, it is clear there is room for development in influencer marketing. Currently, there is not enough ecosystem to enable brands and creators to collaborate on earning results to prompt action. Moreover, influencers were seen to disappear during the pandemic amid a lack of strategy and value-driven content created. The pandemic yet has fostered mature influencer marketing as individuals turned to their devices for content when the world was on lockdown, placing a further focus on influencer marketing. Governments have to assure they have the proper ecosystem and regulations and laws in place to support advance the industry where there is an infrastructure to assist influencers to monetise in various sectors such as law, space, technology, sustainability, medicine, and real estate. It is vital that every field makes a global sphere of influence and encourages others to blaze a trail.

Consumers are heading to be examined for a more trusted impact in their buying decisions. The trend will prefer smaller influencers who are always more relatable.

IN PRACTICE

Over the pandemic, it was extremely hard for brands to create interesting events – but, not for Louis Vuitton. They attracted K-pop sensation BTS as ambassadors of a brand, and group members headlined Louis Vuitton’s fashion show in Seoul. Their tweets about BTS and the event were the most involved in fashion results at the time. The network of influencers revealed how the brand was capable of capitalizing on BTS’ massive reach among the K-pop community. 

On the other side, International Tiger Day proved that little influencers can be just as effective as macro-influencers. Influential characters such as Prime Minister Narendra and former cricketer Sachin Tendulkar set the way to boost conservation awareness of the country’s national animal. Though, sandwiched between these macro-influencers existed two artists with lower reach but generated as much attention and raised awareness about tiger conservation via their art. 

Both these examples demonstrate how useful influencer marketing can be, whether the influencer chosen is micro, macro, or even niche. 

How customers are pushing the trend 

The pandemic pushed many customers towards influencer communities – a useful source of infotainment when other mediums, like cinemas and theatre, were not available. 

This has made it to the increase in variety and importance of influencers – more influencers, with bigger, more suitable audiences. Influencers are capable of reaching customers on a level that big brands simply cannot – with nearly half of customers relying on influencer recommendations before buying. Increasingly, everyday individuals are becoming influencers, and it is this knowledge of what customers want that will persist to drive this trend further. 

When it gets to influencer marketing, micro or nano influencers can usually drive just as substantial results with their communities. 

KEY FINDINGS 

Think of influencers of all sizes 

Different influencers will enable the company to reach different goals. While a celebrity might keep a broad reach, a micro influencer’s audience can feel closer to them and deliver the company with a higher conversion rate. 

Engagement rate, e-commerce, or exposure? 

Specify the company’s goals. Does the company want more orientation for the brand? A more loyal client base? Higher sales or improved ROI? Make sure the influencers the company reach out to suit the bigger picture of the brand. 

Push for authenticity

More significant demand for content also arrives with greater expectations, such as a demand for authenticity. For most customers, this signifies deeper connections with influencers as well as value-based content. 

Stay on peak of the sentiment 

It is always a great idea to be handling sentiment, more so when operating with influencers. Make sure customers are on the same page as the company and the influencers that present the brand. 


This material is originally written and exclusive for