Customers Demand Authenticity
Millennials especially, according to Mission, prefer brands with a purpose. But this has to be authentic to the brand and ultimately be about the customer (don’t fall into the ‘hero trap’, warns Adweek).
Now we've all seen Gary Vaynerchuk (and if you don't know who he is you NEED to) and how he has changed the digital marketing game with his very personal and authentic style. His approach to 'telling it like it is' has really hit home with different age groups, genres and personalities. He has forced people, companies and the like to re-evaluate how they advertise and show themselves to the public.
People are wiring up to trickery by big companies and like to see companies adding real value to their lives and not just taking money from them.
“Companies are changing how they present themselves, trending away from the constant flashy sales pitch and looking towards more subdued and creative ways to sell their message,” says David Scott, Envato’s PR Manager.
Street Style Goes Social
This marketing trend is cropping up in fashion and among young crowds (on social media and in music promotion, especially).
“It feels more raw and uncut, yet still thoughtful and attractive,” says Monica McCormick, Envato’s Senior Email Marketing Specialist. “Moving away from the overly manicured, you’ll see a mix of grunge, collage elements, outlined and bold text, and neons mixed with monochrome.”
She recommends things like Metal stone social media graphic templates by Chanut_industries or Urban Templates by Azrcua, specifically for Instagram.
UGC Makes an Impact
2020 is the year that brands stand up and improve how they include user-generated content (UGC) in their mainstream marketing efforts—it is, after all, the best advertisement around.
“Not only is this tactic resourceful, it delivers that all important brand authenticity and generates impactful impressions,” says Jen McKinnon, Envato’s Video Marketing Specialist.
Brands Embrace Video Podcasts
Podcasts have been around for a few years now, but brands are only just beginning to harness this media as a content marketing channel.
“Many podcasters publish video versions of each episode to YouTube or other video sharing platforms to maximize reach. For example, Joe Rogan runs both a YouTube Channel and a podcast so that his subscribers can choose how they want to consume their content,” says Jen.
Templates Maintain Brand Consistency
Like podcasts, video content is still not quite being implemented most effectively in brand marketing strategies.
“Creating quality video is expensive, so branding and styling have often taken a back seat, but from 2018 to 2019, HubSpot reported an 18% increase in businesses who use video as a marketing tool,” says Jen.
“As more businesses realize the value and invest more time and resources to upscale their video production, we will see more design cohesion through the use of video templates, like Arrows Broadcast Package by PerryCox for After Effects or Stylish Broadcast Pack | Essential Graphics | Mogrt by Zorrin for Premiere Pro from Envato Elements,” she adds.