In the world of digital marketing and social media, there is constant change and innovation. Here are some of the recent digital marketing trends, updates, and tools that have caught our team’s attention this summer.
Audio Social Marketing Apps (Clubhouse & Spaces)
Audio social media began with Clubhouse and now many others are jumping on the bandwagon. It’s kind of like a podcast, with live conversations. Twitter’s new take on audio social media is called Spaces. Twitter Spaces allows users to host and participate in live audio conversations, hosted within “Spaces” (aka audio chat rooms).
Stories Finding Their Way to Many Platforms
The story format started with Snapchat, then moved to Instagram and Facebook. Even though stories can’t be scheduled with Facebook’s Creator Studio yet, it’s probably on the horizon as the two platforms seem to get more integrated through Facebook Business Suite.
Influencer Marketing & User Generated Content
To me, influencer marketing has always been around, but it was maybe a little more authentic before since there weren’t as many incentives for influencers. Influencer marketing doesn’t have to be about well-known celebrities but maybe finding that person who is in your target market and loves your product to create some content about your products. Instagram is a popular space for influencers, but TikTok is on its tail. This is one of the digital marketing trends that continues to evolve.
Website Accessibility is a Big Deal
WCAG 2.2 will be coming in 2021 or 2022. There is a major update planned in 2023 for WCAG 3.0. With WCAG 3.0, the WC will stand for Web Consortium and not Web Content, to reflect the broader nature of digital, and the overall need for website accessibility for everyone.
- Accessibility isn’t a break/fix problem, it is a long-term issue that businesses need to address and maintain periodically as part of their business plan, just as they would with IT security, privacy and other technology issues.
- There will be more pressure on businesses to deliver accessible apps, mobile websites and desktop websites.
- Digital is the “new normal” for work, education, finance, food, health, etc. so it needs to benefit everyone. Designing for accessibility will help build brands and customer loyalty.
But, Social Media Accessibility… is ALSO a Big Deal
Captions and alt-tags are also getting easier to add to social media. Auto-generated captions on Facebook videos are actually pretty accurate now and Linkedin in encouraging alt-tags on photos in posts.
“Zero-click” Search Results
Use featured snippets when possible to help generate info for the user in the SERPs without needing to click. (Ex: Knowledge Graphs — utilize schema/structured data to help Google generate info for knowledge graph)
Privacy Over Tracking Trend
Privacy is likely going to continue to have more emphasis than tracking. With Apple’s iOS 14 tracking changes and the impact with Facebook ads (and possibly more coming from Google) it will continue to affect advertisers and targeting.
Reviews Search Algorithm Update
Google announced a product reviews algorithm update in April 2021 – “designed to better reward” product reviews that “share in-depth research, rather than thin content that simply summarizes a bunch of products,” Google keeps finding more ways to make reviews important and impact search results.
Google Search Console Core Web Vitals
The Core Web Vitals report within Google Search Console shows how your web pages perform, based on real-world usage data (sometimes called field data). This is something to watch and will start to impact search results more in the future.
Video Marketing (Beyond YouTube)
Video marketing is not new but continues to grow and become more important in the digital marketing world. In fact, CEO of Instagram, Adam Mosseri recently announced, “Changes are coming to video on Instagram… We’re no longer a photo-sharing app or a square photo-sharing app. Let’s be honest, there’s some really serious competition right now.” Video is a preferred method for people to learn about products and services. Incorporating video in social media, on websites, and across digital marketing is something you need to embrace now if you haven’t already.
Don’t feel overwhelmed with trying to keep up with the digital marketing trends and tools, as it is always changing. If you need help with your marketing or social media, the Vivid Image team is here to help. Contact us to see if there are parts of your marketing that we can help you with.
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