With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
A version of this article first appeared in the Media Minds Newsletter. Subscribe today and get the newsletter delivered to your inbox twice a week.
As the new year unfolds, marketing strategies continue to pivot toward content-centric approaches. Among a multitude of trends, focusing on specific strategies is essential to set the tone for the new year. Here are trends to look out for:
🤖 Generative AI for Enhanced Content Creation
Generative AI stands at the forefront, revolutionizing content creation across various mediums — text, audio, images, and video. Its feature in boosting productivity and efficiency is evident, with 90% of AI users attesting to its success and 82% reporting financial gains. However, concerns like bias, accuracy, privacy, copyright, and transparency underscore the need for cautious implementation. Tools like Synthesia and Adobe’s Firefly exemplify top-tier generative AI options.
🤳 Navigating the Influencer Landscape
Influencer marketing continues its pivotal role in shaping cultural trends. Moving beyond brand endorsements, inviting influencers as guest speakers for events like podcasts and webinars proves its impact. The projected 13.8 billion impacts in 2024 signal the exponential reach influencers hold. While planning a considerable budget surge for influencer marketing, businesses should remain vigilant against fraud, emphasizing authenticity and alignment with brand values in partnerships.
📹 Video Content Reigns Supreme
Video content retains its dominance as a potent means of audience engagement. Platforms like TikTok, Instagram, and YouTube remain key channels for sharing short-form videos. Leveraging videos across social media, advertising, and storytelling avenues is becoming increasingly popular. With an anticipated 70% rise in brands using video content, authenticity and storytelling remain focal points for effective engagement.
📈 Hyper-personalization and Data-driven Customization
The era of hyper-personalization is becoming increasingly essential, where merely using a customer's name isn't sufficient. Data-driven tools like DotDigital’s EasyEditor enable businesses to delve deeper into preferences, encompassing size, style, and color. Employing machine learning algorithms helps in data analysis while prioritizing customer privacy and adherence to data protection laws.
Embracing these evolving trends and best practices in 2024 will likely cultivate loyalty, trust, and increased engagement, charting a path toward stronger customer connections and brand growth.
With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
