In fact in a variety of information available, users are looking for that concrete and specific content that exactly matches their needs and issues and at the same time relevant and reliable. Brands are pushing focus on providing specific information that users seek and position themselves as a source of information which can be trusted while using tools and applications that will best segment the target audience.
Users have long been in the forefront but this year I will go a step further than that because it is clear that a satisfied user is also a valuable brand ambassador. The best way to attract new and retain old users is to recognize and reward their loyalty and commitment and with it the rule of engagement equals almost free stuff will come true.
User generated content has been growing for some time now but this year 2016 will be bigger because with accessible digital tools and advanced applications that will give each user the ability to become a good photographer, cameraman and author of viral content. Content that create services on social networks will make bloggers who are real people to increase and content with good impressions will give users impact on consumer opinion, perception and on image of a product or service.
Nobody likes to read or type and even watch videos longer than a minute and a half. This year content marketing will be marked with video messages, video tips, video. Whether it comes to education, entertainment or presentation of products and services, video formats that tells a story will remain very popular but now in a shorter and more dynamic form. The growing importance of video will be supported by applications that transmit video content on social networks automatically live and without editing. Live stream applications and options for displaying content, periscope, blab, meerkat are now a ubiquitous tool for story telling from the scene and in this 2016 they will be an integral part of digital marketing campaigns.
In an age of information overload when it is difficult to attract and retain the attention of users the use of moving visual content is a great way to enhance the digital content marketing strategies. With Facebook which has finally allowed the use of animated GIFs and smart phones which are equipped with tools for easy creation of this type of content you can expect full implementation of content marketing strategies in 2016. At the same time, I expect the brands that are using GIFs to show customers that they have a very good sense of humor.
New ways of presenting content on social networks will spread quickly in order to raise user experience to a new higher level. Facebook has introduced a new feature for instant articles that will make links to a content to load quickly and also make the users to read the content without leaving Facebook and Twitter has also made their own Twitter feature, which gathers content based on topic and context with emphasis on visual segment and Snapchat story explorer will allow the users to view content from multiple dimension.