Top 5 Content Marketing Trends – Summer 2017

It’s easy to get caught up in the day-to-day management of marketing efforts without stepping back to see how far digital storytelling has come in the past 10 years. I recently marked my 10 year anniversary at The University of Oklahoma and it brought a bit of well-needed perspective about where we started with social media at the university and where we are now. There’s a lot of movement in digital marketing right now from AR to VR and everywhere in between. This summer will prove the continued importance of some long-standing content marketing trends as well as show us some new players in the game. So let’s get started…

85% of videos on Facebook are viewed without sound.

  1. “Silent” Films. Recipe videos are STILL taking over my news feed – because they do a great job of telling the story without sound. The same thing can be done with all types of content as long as you use captions to tell the story instead of simply as a supplement to the story. Here we took a fairly complex research subject about electric fish and turned it into a silent film more consumable to the general public. PRO tip: Don’t have a video team or resources to hire out the project? Try a free alternative like Adobe Spark Video.
  2. Stories & Live Takeovers. We are seeing upwards of 100,000 views on a single Snapchat Story Takeover. That’s INSANE! And now, with Facebook Live, brands have the ability to manage live takeovers without handing over admin rights to the account. Besides, anytime a network comes out with a new feature (i.e. Facebook’s Live Takeovers) you can bet that they’re weighting that content heavily in their algorithm.
  3. Messaging Apps. They are killing it right now and they aren’t just for superb customer service or group texts. Brands can use these to message stories specific to their most loyal customers. Some of these messaging apps even have custom emoji keyboards for each brand.
  4. 360 all the time. We’re seeing some really great experiments with 360 photos, videos, and even live video. The New York Times is doing some really cool reporting (mostly human interest) with 360 videos. It’s another example of trying out new formats for content and works perfectly for some specific stories, specifically this one about the trials and tribulations of navigating the NY Subway in a wheelchair. PRO tip: Try out some inexpensive 360 tools like the 360 Panorama App for photos or a $300+ 360 camera.
  5. Virtual Reality. It’s still new enough in the marketplace that creating content is still pricey. However, Google Cardboard is pushing for more affordable viewing platforms and Facebook is starting to invest heavily in funding more VR content. It’s still on the horizon for wide adoption, but VR is already showing us some cool applications for brands.

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