The first quarter of 2017 has flown by! Each week, we closely monitor how platforms and brands are evolving and develop our own hypotheses and POVs to inform our client work.
We noticed three key trends emerging in digital and wanted to give you the deep dive.
- There has been a shift from the notion that people have short attention spans and prefer quick interactions to platforms beginning to develop the capabilities to host and produce long form content. From binge watching to interacting with more immersive experiences, consumers are willing to spend the time if the interest is there.
- Consumers love to create their own content and platforms and brands are leaning in to empowering consumers to have their voice heard and giving them immersive experiences in which to channel their creative energies.
- Social ecommerce has been on the mind of many marketers for a while, and the technology is maturing from a static ecommerce experience on a vendor’s website to a fully dynamic, social buying experience that lives across both physical and digital platforms.
LET’S DIVE IN!
Trend 1: A shift from short attention spans and quick interactions to long form content production that holds attention.
How it comes to life: It’s not only social platforms that evolving to accommodate this trend. Publishers and brands are evolving as well. Publisher, who are known for their long form content are starting to jump into the video and ad space to had add context to their editorial. In Q1 Gary Vaynerchuk Acquired PureWow blurring the lines between publishing and production Time Inc. Launched ‘Well Done’ For Social Food Videos to develop video content specifically for social, Conde Nast Joins NBC Universal and Vox In Ad Partnership to help advertisers control ad placement and to minimize dependency on social platforms, and Grindr Launches Online Magazine, “Into” to evolve from stand alone app to lifestyle brand with advertising potential.
Trend 2: From content consumption to interactive content creation via live streaming, gamification and virtual and augmented reality.
How it comes to life: Brands are looking for ways to make their content “buzz worthy” by creating shareable moments and experiences for their customers either by creating opportunities for customers to create content or by building experiences into their products to take a simple, single transaction to a full multi-sensory experience.
- M&M’s inviting fans to create their own music beats for a chance to have their work featured in an upcoming TV ad.
- Airbnb’s partnerships with Pantone, Guinness, non-profit organizations, and Sofar Sounds, not to mention their investment in restaurant reservation app Resy, their acquisition of peer to peer payment app Tilt, and their partnership with Vivint all seem to be steering them toward being an amazing one-stop shop for travel experiences.
- Phlur designing their website to tap into your other senses to help overcome the fact that you can’t “smell” fragrance online.
- The North Face Seek No Shelter campaign which partnered with Spotify to only play a song when it rains to help launch their new waterproof jacket.
- Apple launching the Clips app to help user create and share their own video clips
Trend 3: From static ecommerce on vendors’ websites to a dynamic, social buying experience across digital and physical platforms.
- 6 New Facebook Page Features Your Business Needs to Know About in 2017
- You Can Now Add Animated GIFs to Facebook Ads
- Facebook Releases New Research Report on the Power of Video Content
- Facebook introduces a new ad format — product-focused ‘collection’
- Facebook Testing New Option to Allow Pages to Post in Groups
How it comes to life: The way we buy has changed, so brands are coming up with ways to bridge the physical and digital divide and get people talking. Retail stores like West Elm, Lululemon and Yeti are creating destination shopping experiences. Brands like Ford, Pizza Hut, and Transavia, are rethinking how consumers buy their products and creating new paths to purchase. And brands like Real Simple, Cathay Pacific, and Durex have developed entirely new products through creative partnerships and outside the box product development to create buzz.