No matter what digital platform you use to promote your business, constantly coming up with new content ideas to capture your audience’s attention can be a real challenge.
Trending content comes and goes before you hit publish on your latest post, so how do you effectively plan your next big marketing campaign?
If you’re feeling stuck and looking for some ideas, take a look at these 11 trends you can adapt to your retail brand.
1. Provide value to stay relevant
With every piece of content you create, you should always be thinking, “What will the viewer make of this?”
Fitbit does a great job here, posting Tips and Advice to their followers to improve their mental and physical health.
Cocokind balances its aesthetic content in the space of beauty with Media posts In building a skin care routine and instructions on how to incorporate their products into your existing regimen.
There are plenty of other brands that distract your audience with their own content, so focusing on the value you provide will help keep your brand top of mind and relevant to your customers.
2. Get your customers involved
No one wants to see a constant barrage of sales content from any brand. But when you have a product that you need to push, how do you keep people interested and engaged?
You can leverage your existing client base to harness the power of word of mouth marketing.
And that’s exactly what Vacation Inc. did.
In April 2021, Vacation Company Now launched its screen in partnership with Nordstrom and Ulta with a beach campaign in the eighties.
Customers can create honorary job titles and share their new business cards on their own social channels.
Within days of the prequel’s launch, more than 10,000 people had “changed jobs,” with roles such as “secretary salt shot tequila shot” and “catamaran bird hunting specialist” (my personal role).
The success of Vacation Inc. from tapping into an already growing fan base via social media.
Fun and interactive content quickly went viral with little effort on the brand’s part after launch, leaving their customers to do the work and brand evangelism for them.
3. Double down on the short video
It’s no secret that video content has become a key component of any good content marketing campaign.
From 2021, Reports and go away Users spend an average of 18 hours per week watching video content across various platforms, specifically, short videos.
This is not surprising given the rapid rise of TikTok.
But if you’re not into this type of content, now is the time to start thinking about it.
Luxury Italian fashion house Gucci is an excellent example of making video content work as a retail brand.
By balancing behind-the-scenes content for the new collections with famous faces wearing their pieces, Gucci has continued to adapt its marketing strategy to the needs of a more video-focused audience.
4. Make the content really interesting
We all know that the purpose of marketing is to sell more products and win more customers.
But nothing prevents you from having fun while you do it!
With so much competition and audiences looking for instant gratification, entertainment content should be a top priority for any retail brand.
No one does this better than flying jinn.
The company relies heavily on the wit of its owner, actor Ryan Reynolds, and constantly uses humor and satire to entertain its audience.
“alternative” to Peloton girl ad He instantly made connections with viewers, thanks to his gentle revelations and reminders of why the original was so popular for all the wrong reasons.
Creating funny marketing content is one of the hardest ways to get it right.
When you do, it can really pay off.
5. Highlight what matters most to your brand
In a consumer environment that cares deeply about environmental and social issues, relevance when it comes to brand values has never been more important.
One of the best performing companies in this area is the beauty brand DTC, Jones Road.
Founded by makeup guru Bobbi Brown, Jones Road has quickly developed a fan base thanks to its cruelty-free products and body positive content.
A brand’s TikTok account is a good place to look for inspiration if you’re hoping to more explicitly promote your company’s values.
How-to and instructional videos serve an educational and informative purpose while weaving narratives about self-empowerment to create emotional connections with their audience.
The brand has also caught the attention of non-traditional audiences on its social platforms, thanks to videos aimed at customers over 50 on Instagram and TikTok.
By embracing who they are and what they believe in, Jones Road has quickly become an iconic brand for successful video content.
6. Use influencer partnerships to educate your audience
Partnerships with influencers aren’t going anywhere anytime soon.
Working strategically with people your customers already follow is a good way to get your brand in front of new audiences and remind existing customers of what you have to offer.
Wine guru and watch expert Amanda McCrossin’s educational TikTok content has quickly made TikTok a go-to resource for wine drinkers around the world.
From its product recommendations for different occasions to winery tours; To keep vacationers interested, this channel is a good example of how we can partner with influencers to create fun, educational content that viewers want to watch.
7. Hop on the audio bandwagon
For first video channels like TikTok or even Instagram Reels, finding the right voice to set the tone for your content is essential.
It doesn’t take much for a soundtrack to go viral these days.
Having a catalog of video ideas that you can quickly shoot and publish is a great way to jump into these trends as they come up.
Popular sounds can appear out of nowhere, so you need to be prepared if you want to use these sound clips in your videos.
Wine bottle brand Partner in wine It does a great job with this, staying up to date with all the popular TikTok and Instagram voices and posting their content with these.
This makes them searchable within apps across these tracks, opening up a whole new potential audience.
8. Build trust with subject matter experts
It’s one thing to create educational and informative content for your audience.
But if they’re new to your brand, how do they know they can trust what you say?
One of the best ways to build your credibility here is by partnering with subject matter experts.
This is a commonly used tactic in B2B marketing, but B2C retail brands are also beginning to see success here.
Interior design brand Studio McGee uses its frequently updated blog to present it Lifestyle and styling tips From both the experts and the in-house guests.
Whether it’s organizational tips and tricks or design inspiration, the company makes it clear why they’re trusted when it comes to home decor.
9. Jump on pop culture moments
Just like popular sounds, you never know when there will come a moment in cultural awareness that you can use to promote your products.
Take Lemonhead LA cosmetic company.
The brand has found success with high-profile celebs like Beyoncé and Lady Gaga, and has cemented its status as the go-to glossy cosmetics company thanks to its products featured on the first season of the HBO show, “Euphoria.”
The brand went on to release a limited-edition collection inspired by the show, which quickly became a huge hit with its customers.
Bloomingdale’s has also succeeded in this approach, creating a spin-off of Regency-inspired products after the success of Netflix’s Bridgerton.
There’s no telling what popular culture can inspire, so stay tuned for what happens.
10. Branch outside your comfort zone
When you’re working on a tight marketing budget, trying new platforms or channels is a risky move.
For the most successful brands, it can really be worth it.
Whether you’re starting a new social media account or embracing a completely different content format, trying something a little different can quickly put you ahead of your competition.
Trader Joe’s gave out the podcast in 2018, anticipating running a five-part series to give customers a behind-the-scenes look at the brand and its story.
You might not think that many people would be interested in digging into the audio at a grocery store.
But the podcast was such a hit that they keep putting out new episodes to this day.
Thinking outside the box is a hallmark of a great marketer.
But don’t forget to do your research before bringing up any big strategic shifts like these.
11. Think beyond single platform silos
With technology firmly integrated into our daily lives, retail experiences are no longer exclusively online or offline experiences.
Customers want and need the omnichannel experience, taking them from their phone to the store and back again.
Plenty of studies have shown the benefits of multi-channel marketing, from increased customer reach and satisfaction to higher profits across all sectors of the company.
One of the best for this type of marketing is Target, which sheds its single channel focus and cross-platform thinking.
One of their most successful partnerships recently has been with Pinterest, specifically the Pinterest Lens feature.
Within the Pinterest app, users can take a photo on their smartphone of products they love and the Target app will show them similar products in their own collections.
While your retail brand may not have the budget and customer reach for a multi-billion dollar company like Target, the same idea still applies.
Instead of building content strategies around just one marketing platform, think about how you can combine all of your efforts to provide a unique and memorable experience for your customers.
There are hundreds of possible options for creating engaging marketing content.
(And we definitely don’t advocate trying all of these at once!)
But with some strategic thinking, your brand can make any of these trends a success.
It is possible to promote your retail brand effectively through content marketing, so if you feel inspired, it’s time to start working on your new content marketing plan.
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