SERVING UP TRENDS
With consumer-behavior constantly changing, maybe some of these trends could make it on your docket this year to keep up.
let’s get snackin’
While our snacking habits have likely increased due to more work-from-home opportunities, so has our appetite for snackable (short form) content. In a world of TikToks and tapas, keeping the attention of your viewers is becoming increasingly challenging. Instagram and Facebook have already jumped on the trend with Reels. LinkedIn is also making investments to improve their short form video features after ending Stories in 2021.
what’s the recipe for success?
- Videos should be the length that it takes to effectively communicate a message, but the most critical points should be communicated in the first 5-10 SECONDS.
- Storytelling is as important, if not more important, than production quality. If you have the resources to check both boxes, your chances of rising to the top of the ranks increase exponentially.
- Beauty is in the eye, not the ear, of the beholder. Most of us scroll through feeds with our volume down, so videos that rely on voiceover or a complicated message to explain the visuals are more likely to get passed over. According to a study by Verizon Media, 50% of consumers shared that captions and text overlays are important and 92% of mobile users view videos with the sound off.
What’s on the menu? Everything.
E-commerce continues to be the fastest growing segment – by almost $11 trillion between 2021-2025! Technology is advancing and barriers to entry are decreasing making it easier than ever to buy and sell everything from a hamburger to a home online. Brands are competing more than ever for customers — driving increased cost and reduced campaign effectiveness in the digital advertising space. Changing your marketing strategy can be as scary as trying the chef’s special over your go-to order, but we’ve gathered a few stats that may encourage you to give it a shot:
- According to Forbes, e-commerce will account for 20.4% of global retail sales by the end of 2022. The changes in consumer behavior that we saw because of the pandemic are here to stay.
- Brands are racing to the e-commerce space and online merchants will find themselves in a technical race with their competition. Enhanced content for products is quickly moving from “nice-to-have” to “must-have” for consumers to feel confident in their purchases and reduce the rate of returns.
- Friction is our worst enemy. With so many options out there for online consumers, a challenging shopping experience may encourage them to jump ship. Audiences expect a seamless and consistent omnichannel experience. Harvard Business Review found that, on average, customers who used 4+ channels spent 9% more in-store vs. those who only shopped a single channel. Things like UGC (user generated content), immersive online experiences, social commerce, and enhanced product imagery will increase trust and loyalty with your brand.
or an e-commerce boost?