Let the trendsetters of today inspire your 2020 campaigns. These 8 brands already rely on tomorrow’s digital marketing trends and create exciting, creative and above all appealing campaigns.
1. Use TikTok like the NFL
Social media users are increasingly looking for new platforms. Facebook and Instagram are still very popular, but people are switching to newer networks because they have different content and experiences waiting for them.
TikTik offers snackable video formats. And the trend is that the GenZ in particular is looking for more transparent and authentic content. Much of the content on TikTok is fresh and without any agenda. The user base is correspondingly younger – around two thirds of users are under 30. If you don’t use TikTok, you’re missing out on a potential target group.
The NFL finds a younger audience at TikToks
with simple, entertaining content Appeal
The NFL officially began a partnership with TikTok in September 2019. Since then, the brand has accumulated 541,000 fans. The above video has a commitment of 421.3K. Compare this to last year’s most successful NFL tweet (190.4K engagement) and see how easily content that matches the TikTok style can effectively reach a new audience.
2. Bet on SocialMediaWellness, like Porsche
Conscious use of social media is a trend. This means not only that users are paying more attention to reducing online time, but also that they want to invest their time wisely. People are therefore looking for proximity to like-minded communities and less conflict-ridden environments.
For brands it therefore makes sense to focus on social wellness campaigns such as #DigitalDetox – a positive social media movement that shows how consumers can find a balance between online and offline activities.
Porsche’s campaign reflects the #DigitalDetox idea
With the ‘Digital Detox Road Trip’ campaign, Porsche relied on real-life experiences and thus reflected the longing for escape from the ‘Always Online’ world. With success. The commitment quickly grew to 5,800 and the video reached more than 100,000 views.
3. Be passionate about privacy, like Apple
Today, transparency is the keyword for the next marketing generation. Social media users are more demanding than ever and, thanks to fake news and privacy scandals, more sceptical than ever about brands.
Use this for your strategy. Difficult? A consistently open approach, transparency in fact, helps. If there are fake news topics that could be dangerous for you, you become active. If you have data protection issues under control internally, talk about them.
Apple knows that consumers care about privacy. So they’re also vocal about it.
Apple’s “There’s more to iPhone” campaign relies heavily on how the company protects user data. Although many of the issues raised may be taken up by other brands, Apple understands that these issues are extremely important to consumers – and puts them at the heart of the campaign. To date, the campaign has achieved a commitment of 5,900.
4. Use AR & VR, like Facebook
Augmented Reality (AR) and Virtual Reality (VR) are only now becoming really big, as 5G will provide the bandwidth for these technologies to become mainstream.
The user experience will be more emotionalized and visually more creative campaigns will be rolled out. Consumers want to be inspired, and AR & VR can do just that.
Facebook Horizon will offer brands simple and easy access to Marketing opportunities in a virtual reality
Facebook focuses on virtual reality in 2020 and launches the new VR world Facebook Horizon. In the first 4 weeks (since 25 September 2019) the launch video was viewed more than 300,000 times. People are ready for this technical leap.
Even better, with platforms like this, brands don’t have to invest in their own VR or AR platforms. Facebook will certainly soon offer simple branding solutions to enable brands to use this new technology with minimal effort.
5. Integrate AI into your marketing, like Google
Artificial intelligence has been a concept in marketing for years and helps to manage big data more effectively or to analyze the sentiment behind your social media mentions more quickly. But what makes AI a trend for 2020 and beyond is how marketers’ perceptions of this technology are changing. Less scepticism and mistrust, more acceptance and practical implementation. That’s why AI 2020 will be part of the marketing mainstream.
Today's special: Google Lens. ????️ Automatically highlighting what's popular on a menu, when you tap on a dish you can see what it looks like and what people are saying about it, thanks to photos and reviews from @googlemaps. #io19 pic.twitter.com/5PcDsj1VuQ— Google (@Google) May 7, 2019
Google brings AI products to the end consumer
How do we know that? If you examine all online comments on Google Lens, for example, you currently measure a positive sentiment share of 82.3%. People love AI-driven features, and are using them more than ever. It’s high time to join in here or at least experiment with these AI possibilities.
6. Talk creatively to Gen Z, like Wendy’s
The marketing for Gen Z requires a rethinking of the marketing strategy. These generations will become significantly more important in the coming decade as purchasing power increases. A great need of these generations is to be part of communities. These generations do not want to feel that they are being courted. Instead, they want to be taken seriously.
Fully on a wavelength with gene Z: Wendy’s
Wendy’s is a master in inspiring younger generations. They focus less on selling their products and more on entertaining and involving their target group. Although younger generations favour platforms such as TikTok and Instagram, Wendy’s has managed to build a significant Twitter community, with 3.4 million followers and an engagement value of 11.2 million in 2019.
7. Use nano-influencers, like Daniel Wellington
So consumers want authenticity. And this also applies to influencer marketing. In 2020, more brands than ever before will rely on nano influencers. Credible people who have built loyal communities with authentic content and high interaction rates.
Why? People see through the superficiality of celebrity influencers – those who do not offer the honesty these new consumers expect.
View this post on Instagram
#GIVEAWAY As a thank you to all of you for following & supporting me, I am gifting one of my favorite watch sets from @danielwellington Now we can match! ???????? All you have to do is: 1.) Follow me @haley_stutzman 2.) Tag a friend! (One friend = one entry) Giveaway winner will be announced 9/5/19! #danielwellington #dw #10k #fashionblogger #10kgiveaway #igfashion #bloggergiveaway
Daniel Wellington: Hundreds of nano-influencer posts
The Daniel Wellington jewellery brand has been using all types of influencers for years. But if you follow the campaigns, it becomes clear that the proportion of nano influencers is increasing noticeably. This contribution by haley_stutzman (10.4K follower) received a commitment of 599, which may seem small, but that’s a commitment rate of 6%. That is well above average.
8. Take advantage of user-generated content, like Warby Parker
When it comes to content marketing and constantly creating content for blogs, social networks, websites, etc., you need constant inspiration and new input. And who produces the most content? Your customers!
User-generated content is the perfect solution for this. Not only can you choose from an infinite amount of content, but mpcj is also a great way to get involved. The demand for authenticity leads to the fact that consumers love these not quite perfect user contributions. And 90% of consumers say that user-generated content influences their purchase decisions.
User-generated content like this helps. Warby Parker on content marketing
Warby Parker regularly shares customer photos to promote their own eyewear. The effort is minimal and helps build a sense of community. Although some posts are more popular than others, the above post on Instagram alone, for example, achieved a commitment of 15,700.
Conclusion: Take advantage of the digital marketing trends 2020
These were only eight small examples. More can be learned from the social media trends of 2020.