Mumbai: As we enter the new year, the digital industry is buzzing with excitement about the latest social and digital trends to look out for, and as marketers, it’s a good time to reflect on some that are shaping the digital landscape. From the rise of performance marketing and social gaming to the growing importance of social commerce and branded creator content, the digital world is constantly evolving, and there’s no shortage of exciting developments to keep an eye on. So, as we gear up for what’s sure to be an exciting year ahead, let’s take a closer look at the digital trends that are poised to dominate the space in the coming months.
Rise of performance marketing
Performance marketing has gained significant momentum in the post-covid world. With brands adopting a digital-first strategy and focusing on driving sales, it has become a key tool for gathering valuable first-party data on consumer purchase behaviour and optimising ad spend.
However, marketers are also recognising the importance of building brand awareness and engaging in meaningful conversations with consumers rather than solely focusing on driving sales. This shift towards “brand building” as opposed to solely “performance” marketing is becoming increasingly important as consumers become more savvy and selective about the brands they support.
Social Gaming
This has become a key entertainment channel for both millennials and gen-z. Social gaming not only provides a fun and engaging way to connect with friends, but it also helps facilitate meaningful conversations and drive brand engagement. With the rise of mobile gaming and the growing popularity of streaming platforms like Twitch and Rooter, social gaming is poised to become an even bigger trend in the coming year.
Social commerce will continue to grow with branded creator content gaining prominence.
According to Bain and Company, social commerce is expected to grow to between $16-20 billion by 2025, with particularly strong growth potential in India. The growing success of platforms like YouTube, Koo, and Meta, as well as increased engagement with creator content, is driving the growth of this trend and blurring the lines between advertising, branded content, and entertainment.
Branded creators, in particular, are becoming an increasingly important part of the marketing mix, as they have the ability to reach and engage with specific target audiences in authentic and genuine ways. By partnering with popular creators, brands can tap into the influence and trust that these individuals have built with their followers and create content that resonates with their audience. However, brands are also realising the importance of micro-influencers as reach builders and diversified regional content generators.
Rise of ephemeral content
Another trend to watch out for is the rise of “ephemeral content,” which refers to content that is only available for a limited time before it disappears. This type of content has proven to be particularly popular on platforms like Instagram and Snapchat and has the potential to drive high levels of engagement and encourage users to check back frequently for new content.
In the coming year, we can also expect to see a continued focus on privacy and data security as consumers become more aware of how their personal information is being used by brands and marketers. This trend towards increased privacy will likely result in a shift towards more personalised, opt-in marketing experiences rather than blanketed mass marketing efforts.
Overall, it’s an exciting time for the digital industry, and these new trends offer a wealth of opportunities for brands and creators to connect with consumers and drive engagement in innovative and meaningful ways. As we move into the new year, it will be interesting to see how these trends evolve and what new ones will emerge on the social media landscape.
The author of this article is Bottle Openers founder Sachin Kumar.
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