Short-form content to rise in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2021, 3:50 AM UTC

Tools like Zoom will prompt businesses to create more “real” content and feature “real” lives, as the demand for authentic content rises amid the pandemic.

As COVID-19 affected employability, a customer-centric PR and marketing approach has helped companies “embrace humanity” while improving brand communications. Communicating on a human-to-human level and restructuring internal and external communications could help businesses engage audiences.

Since ephemeral content like Instagram Stories provides high levels of engagement and conversions, brands could leverage the format to increase their share of voice. Also, thought-leadership campaigns and content from executives can help brands align themselves with consumer values and boost PR.

In-app purchasing on social media sites have boosted ecommerce sales, as more consumers now shop digitally due to the pandemic. Brands will have to integrate advanced video conferencing tech like augmented video screens to humanise online meetings and “read the room” better.

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