Marketing trends in 2021: Content – Keep it short and involve your audience

This piece is one of our features in our Marketing trends in 2021 white paper. Click here to download your free copy.

The attention span of many online is decreasing as short-form videos becomes the most consumed content on social media, particularly with the rise of Instagram and Facebook Reels, as well as TikTok and Snapchat. In fact 80% of internet traffic for consumers will be for videos – meaning that short videos will be important to keeping up with the trends.

Interactive content such as quizzes, polls, surveys, and calculator widgets is now a must-have for businesses for a number of reasons. Primarily, it keeps the audience engaged with your brand, and personalises the promotion of your goods and services to their particular circumstances in a way that is initially non-committal. 

Data gathering and personalisation of marketing, as well as general brand engagement and being part of a greater conversation that your audience
is wanting to be part of, will allow you to further promote your goods and services in a way that ensures that the lead is not cold.

Where you’re creating non-interactive content such as videos, ad campaigns, etc., you can make them audience-focused by utilising user generated content. Influencer marketing has helped make this a cornerstone of online marketing, the pandemic has both made for a need to use user generated content as the easiest available form of content to generate during lockdowns, and the more demanded type as we look for more authentic experiences with brands, but also for more human connection in general – think of UGC as the new word of mouth.

Almost all businesses are now repurposing user generated content in some sense, and statistics among marketers show that it vastly outperforms brand content in general.

Things to do:

  • Plan your content to be as interactive as possible. Understand what content you need for your promotions and digital touch points and then see how you can make your posts, videos, and other content as engaging and interactive as possible.
  • Look to direct responses to personalised promotions for your products and services where possible. Think, for example, of calculator widgets and forms on your website that narrows down goods and services on offer.
  • Keep videos short and audience focused, promotional content should be up to a minute; instructional content up to around 3-4 minutes.

A lot to consider? Let us do this for you!

There’s a lot here to consider. We know that! Online marketing in particular has gone beyond having a website, rolling out an email newsletter every week or month, and managing a social media profile on Facebook or Twitter.

We at Colmore Creative are here if you’re looking for cost-effective ways to create and implement a marketing strategy that is digitally-focused and meets your goals either through set price, out-of-the-box packages, or a daily rate – both of which would likely save you tens of thousands of pounds a year for the same impact, compared to hiring an experienced marketer in-house, full-time.

Click the links to find out more about our services and packages.