Content consumption has risen and led to more internet and social media users than ever before. These changes in the communications landscape reflect a need for enhanced user experience and content tailored to audiences that can often be burnt out on screens.
How people search for information is advancing from text to voice. Search Engine Optimization (SEO) is necessary in today’s digital awareness strategies and will only become more important in the future.
Ensuring your website is optimized for voice and mobile users is one way to achieve higher rankings. Nearly 73% of internet users will access the internet solely via mobile devices by 2025, and the percentage of households predicted to own a smart speaker by 2022 is 55%. As video dominates top performing content, it will also increase the effectiveness of SEO strategies. Research what search terms people use to reach your brand and consider how someone would verbally ask a voice search tool.
Video Is King
It's no surprise that video has become the most effective means of reaching audiences. Video has been as increasingly important part of strategies in the last five years, as marketers have seen positive ROI. And with an increase in digital content during the past year, people are looking for faster content.
It's estimated that by 2022 online videos will make up more than 80% of all consumer internet traffic, which is 15 times higher than what it was in 2017. Consumers are craving faster, more human-centric content. Authenticity is increasingly important and can be seen in the higher performance of casual formats such as social stories and less professionally produced content.
Craft Content with Care
As all channels are now regularly flooded, it’s worthwhile to find out where your audiences frequent the most and what kinds of content works best there. Demographics differ on every platform – LinkedIn has an older male audience, compared to TikTok or Instagram’s younger female audiences, for example.
Customizing your content to each channel also helps you connect with your audience. It's important to be mindful of how each platform displays content and what performs best in each space, rather than cross posting the exact same content. Find what channels are working the best to meet your goals and craft messages for each one.
Is Your Brand’s Digital Presence Ready?
The past year and a half has certainly shaken up the way we communicate and market our products and services. It is more important than ever to craft your strategy with care and expertise. If you are curious about how you can engage your audiences, reach out. CRA is here to help.