A new year brings new trends, and in an ever-changing digital world, it is important to keep up to date with the latest and greatest content marketing trends of the year because content is still king! Nowadays, we see both the digital space and consumer behaviour continue to evolve at a rapid pace, which means as DMOs in a very competitive market, you don’t want to get left behind.
In terms of the top travel trends for 2019, consumers are seeking wellness destinations, increasingly concerned with sustainable travel, ecotourism, and tailored experiences continue to maintain its position from the previous year. Other trends include an increase in solo travel, and ‘Insta-tourism’ and the quest to visit the most Instagrammable destinations continues.
So what does this mean for DMOs and content marketing?
1. A strong presence on Instagram is paramount …
With video at the forefront. Instagram is one of the most popular social platforms with better levels of engagement and almost 1 billion users today. However, it is not enough to be present on Instagram alone. The way users are interacting with the platform is continuing to evolve. Since 2016, the popularity of Instagram stories is continuing to rise, providing bite-size, engaging and interactive content at the very top of the feed. This is taking users away from the traditional scrolling through the whole feed. This was followed by Instagram Live in 2017.
While you may already have a very aspirational Instagram grid, it is clear that great video content is key so it is important to invest time in your Instagram stories and include this as part of your content strategy going forward. Furthermore, 2018 saw the launch of IGTV, the standalone app (which can be watched from within the Instagram app) made for vertical, full-screen videos that can be up to 1 hour long.
As such, in addition to square videos, your strategy should now include vertical, long-form videos which are great for content such as case studies and interviews.
2. The evolution of Influencers
The popularity of social media influencers have become integral to most brand’s marketing strategy and is now mainstream in the realm of digital marketing communication. However, as with everything, things are changing in this space too.
Influencers initially gained popularity as they provided an authentic, relatable voice on brands and products as opposed to the more ‘glossy’ celebrity endorsement. This was selected based on the number of followers, however, companies are now looking to be ever-more authentic, niche and targeted.
As a result, micro influencers, or nano influencers, are now on the rise, facilitating much more targeted content. Instagram has become a highly saturated space, bursting with brands and paid sponsorship posts and #ads from influencers.
If influencers are part of your strategy, you can now select based on aspects outside of how many followers they have. For example, are they very active on stories, do they have a genuine passion for what you want to communicate, will their content resonate with your targeted audience. The effectiveness of including influencers in your content marketing strategy no longer depends on the number of followers they have and so this is worth considering. It is also worth considering whether they provide a substantial return on investment.
Lastly, while it is important to always keep up to date with current content trends, it is as important for your content strategy to be agile. Digital and consumer behaviour is changing at a quicker pace than ever before, so what may be working one month, could well be obsolete the next. What may be working for one DMO, may not necessarily work for yours.
With this in mind, agility is key to your DMO content marketing strategy. See what works, learn from data insights and constantly tweak to ensure maximum effectiveness.
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