It has always been talked about content creationbut only recently has content become a major player in companies’ marketing strategy, as people are more impatient for interruptions with advertising.
In the beginning, we only used Facebook and Orkut (who remembers? I don’t remember they told me lol) to connect digitally with people who were already part of our offline life. Little by little, some users of these platforms wanted to share their passions, hacks and ideas with the world. Youtube was the key to this process. Content creators, by sharing the same tastes, values and ideals with their audience, created that sense of community with them. Progressively, other social networks emerged and these platforms matured, which gave the opportunity for new content formats.
And it was from these platforms that what we call creators, these people who started to stand out, draw attention and gain a relevant audience because of the content they posted on the networks. Thus, the advertising market saw an opportunity. Consequently, there was a professionalization of the sector. Nowadays, content creators and influencers have the structure and knowledge to work with agencies and brands like Tastemade, even joining large companies like Porta dos Fundos, which is part of Viacom.
“Nice Bruno, this time travel is really cool… but how is it all in 2022?“Calm down, we’ll get there. First of all, I want you to keep one thing in mind for all the years ahead: be quick, spontaneous, get into the conversation. Today, the speed of information is so high that the challenge is to answer first about what is happening, and it is only by entering the conversation that you become relevant to people. If it takes too long, it’s old news. But speaking specifically of 2022, we have some trends that have already given the air of grace. But stay tuned, because until December, a lot can change.
In this year, O short format comes with even more force, since the consumption of TikTok and Reels on Instagram has increased considerably in 2020 and 2021. It is no wonder that Youtube, for example, launched the Shorts feature on its platform. This format is what has been bringing more engagement on the networks.
Although the longer contents have lost a little in performance on social networks, the long format comes with everything in 2022 on our TVs. Brands are participating more in the creation of programs together with large production companies, such as Endemol. With the growth of channels on connected TVs, we have another place where we can more easily insert branded content into programming.
Another point is that with the end of cookies, announced by Google, companies will increasingly invest in branded content. So working with influencers and co-branded contents will play an even greater role in marketing strategies.
have these trends in mind, but never forget to look at your audience: observe which platform they are most present on, what content they engage with the most, see what they ask for and think of something you can do to help them that no one else is. making.
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