Today, many people have decided to turn to the digital world to stay socially connected. The situation has forced us to isolate ourselves and we had to find a way to stay in touch with our close relations.
Thus, many trends have emerged this year and have had repercussions on the way brands communicate.
1/ Social selling
The closure of physical stores has pushed consumers away from this type of selling and has pushed brands to further digitalise their points of sale. Social selling is now at the forefront and will continue to increase its market share in the years to come.
The strong growth of this market is not surprising. Indeed, today more than half of the millennials (people born between 1981 and 1996) have an Instagram account and more than 416 million people have a Pinterest account*. All the more reason why social selling has not been difficult to adopt.
The use of social networks is as obvious for brands as it is for internet users to buy their favourite products while browsing the internet via their smartphones, tablets or any other digital device.
2/ Influencer marketing in its nano-influencer version
We find many influencer marketing campaigns where we find macro, micro or even celebrity influencers. But now a new approach has been implemented: partnerships with nano-influencers (-10,000 subscribers).
These influencers, who have a niche audience, are the best vectors for a circle of influence with organic growth. All you need to do is find one that matches your brand’s image! You don’t need to find one that knows you, they just need to be a good fit. They are also known to have a more effective engagement and conversion rate than other Influencers.
3/ Short videos (TikTok, Instagram, Snapchat)
As you may have noticed, thanks to the popularity of the TikTok video format, short videos are very trendy. In addition to being short, they need to be informal, engaging and accessible to the viewer. This format has even inspired Instagram to offer “Reels”.
This type of video allows to show relevant aspects of the brand image and to reach the younger generation who are born in the digital world. Short videos are also a good way to create a relationship of trust with your target audience to better convince them of your authenticity.
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(*) Source : Pinterest and Instagram