Content marketing is constantly changing. To increase your brand’s visibility in 2020, you should get ahead of the trend and apply them to your overall marketing strategy. Let’s dive into the top 3 content marketing trends in 2020!
In the age of social media, people are open to share their personal stories publicly. While some enjoy sharing their success or happy moments, others prefer sharing their sadness or struggles in order to stand out from the crowd. Sadfishing is the act of posting emotional problems online in hopes that you will gain more engagement or make money from those actions.
Now, how did Sadfishing come about? All of this first started back in 2019, when Kendal Jenner shared her personal problem relating to acne online. However, it turned out to be a marketing campaign that she was launching. Another example is Justin Bieber, who dedicated an extremely long post to talk about his issues. You can read his post below (If you are up for the challenge!)
Justin Bieber wrote a long post sharing his emotional issue
Even though Sadfishing can generate huge engagements, and at the same time, potential counter-effects. Recently, a Canadian Youtuber “ImJayStation'', in his attempt to get more subscribers, made up the death of his girlfriend and cried on Youtube. After the truth was revealed, he cried (again) to ask for forgiveness.
It is not wrong sharing your personal problems online to look for sympathy, but when you use your sadness to take advantage of other people, it becomes a problem that can backfire.
The ability to quickly respond to new trends or be part of the conversation that the audience is interested in is another way to leverage content marketing. Aviation Gin’s ad is a great example of how a fast advertising launched at the right time could be a striking success!
In November 2019, Peloton’s ad for its exercise bike was asserted by many viewers that it promoted body shaming. 15 days later, Aviation Gin released a new ad, casting the same actress from Peloton video, implying that she can have a good time drinking the Gin and still “look great” without the exercise bike!
Another fast-advertising case worth your attention is the content generated by Durex Vietnam! Their marketing content has always received great compliments and engagement from the audience for being really trendy and humorous.
TikTok is a social media app that encourages users to view and create short videos using sets of music or simple video templates. This video-centric app has gained 500 million active users worldwide, ranks 6th place ahead of other platforms such as Pinterest, Twitter and Snapchat.
TikTok provides an ideal platform for brands to create short videos promoting their products. Nike’s campaign named Nulla Puo Fermarci (Stop at nothing) succeeded in Using TikTok influencers to tackle gender disparity Italian sports. The campaign went viral among Milanese young women with 100+ views, 540k+ likes and 46k+ videos responding to the challenge!
BuzzFeed also began using TikTok in early 2019 after realizing that video content is likely to attract more interaction from viewers. Nifty is a widely popular post about baking hacks produced by BuzzFeed.
It is important for content marketers to adapt to changes, and at the same time, filter which one is suitable for their brands. Content marketing can bring about long-term benefits if it is used in the right way and goes along with meaningful message.
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