Many of my Media Design courses have focused on designing for traditional markets such as print, web, and television. However, last semester I decided to take an elective class on social media marketing. For several years, companies have realized how marketing on social media can attract customers, create loyal customers, and create brand awareness. Also, keeping an understanding of social media trends is essential to keep this marketing fresh and relevant.
Live stream videos are one of these trends, which has helped businesses build a stronger brand image and increase engagement in real-time. A Livestream study found that 80% would instead view a live stream video than read its blog. This study also found that people spend about twice as much time watching a live stream video than watching standard videos. An example of this trend occurred when Sephora invited a mega influencer for a 30-minute block to talk about tips, trends, and beauty products.
Virtual reality is another trend that potentially appears to change the way products are marketed. In a Greenlight survey, 53% responded that they were more likely to purchase a brand that uses virtual reality than a brand that doesn’t. The North Face company gave users a VR experience by taking them on a virtual dog-sledding adventure.
Augmented reality gives companies the ability to alter users’ real-life environments. The first augmented reality app was Pokemon Go. IKEA created an app that allowed customers to place furniture in their own homes.
Ephemeral Content, or EC, is content that eventually disappears. In this type of marketing, engagement is increased and adds an element of authenticity to a brand. It has been proven that ephemeral content is appealing to users who fear missing out on special deals. Taco Bell uses EC on Snapchat to promote new products and develop stories about customer experiences.
As target audiences change, so should the methods to reach them. Keeping up with current trends in design, marketing, and social media is vital.
