If at one time a person was flattered that a whole-solid-brand was communicating with him, now this model has become boring, and the audience wants to talk to someone more lively.
This does not mean that any brand with a century-old history should be turned into a personal one – you just need to develop a communication strategy and give the company its own voice. In the article, we have collected the most effective tools: what is important for a brand to do in order to fly into trends and how to calculate the virality of content.
What new trends in branding did the Socialist study reveal?
Has published a new study of branding trends that have emerged in the last couple of years. In it, experts answer a lot of questions about this year’s trends: what companies need to pay special attention to when positioning their brand.
A WhatsApp number database usually whatsapp number database includes phone numbers linked to active WhatsApp accounts. Businesses often use these databases for marketing, outreach, or customer support. However, it’s important to remember that using these databases without people’s permission can break privacy laws like GDPR and TCPA, which can lead to legal issues. WhatsApp also has strict rules against spam and unwanted messages, so businesses need to follow these rules and get clear permission before sending any marketing messages.
Using Visionaries
Visionaries are now mainstream in brandingIn conditions of constant uncertainty, interest in people who can “foresee” the future (and create it) is growing. This has led to the emergence of a new type of ambassadors – visionaries. Here are their markers.
ability to generate breakthrough ideas; the desire to change the world for the better; charisma + ability to inspire others. Examples of successful collaboration between brands and visionaries: Sber attracted German Gref as a visionary in the field of digital transformation. After that, a global change began in the old Sberbank, which many no longer remember (bureaucracy, lack of digitalization, modern tools for working with clients). Yandex collaborates with young scientists as part of its educational projects. How a brand can work with visionaries. Look for local visionaries in a given industry or specific region. Create platforms for the exchange of ideas. Support projects aimed at positive changes in society.
2 trend: caring for mental health – with humor
In recent years, the topic of mental health has how to create a b2b demand generation strategy for 2024 become incredibly popular in the Russian segment of the Internet. This trend has been clearly visible since the beginning of 2022 and has now reached its peak. But now we are seeing an interesting transformation in the attitude of users to content on this topic: On the one hand, social networks are filled with superficial advice, empty and contradictory recommendations. On the other hand, a large number of people have already learned to distinguish truly useful information in the psychology niche from information noise – so it is important to use truly expert content. Pseudopsychology, crazy ideas and empty conclusions are now perfectly identified by the audience. Users use humor to expose the insincerity of speakers and the meaninglessness of empty advice.
3 trend: sport as a new form of community
The attitude towards sport in Russian society is also undergoing significant changes – from a tool for achieving an ideal figure, it is turning into a way of socialization, a method of building a healthy community. Focus on enjoying the process, not just the result. The trend towards remote work has continued, resulting in people spending bbb org more time alone, which increases the need to be physically present among other people. Sport unites people with similar interests.
It was so before, it will be so in the future. This trend also remains relevant in the world. Here are some striking examples: The Nike Run Club runs regular group training sessions. The World Class fitness club chain organizes themed challenges and competitions for club members. How can a brand leverage this trend: Organize regular sports events for clients and employees. Create online platforms. For example, iOS has a native app for sharing sports achievements. Develop a loyalty program based on the client’s sports activity.
Generation Alpha is the new branding target
Those born after 2010 are the first generation for whom digital technologies have been an integral part of life since birth. They remember social networks from their earliest childhood, and this opens up new opportunities for brands. Features of the Alpha generation: These are native users of digital technologies; have high creativity in content creation; but tend to copy the formats of older generations. Examples of cool brands working with the Alpha generation: Lego has launched the Lego Life app, a safe social network for kids to share their creations. Disney recently created a series of interactive cartoons where children can influence the plot.
Audience fatigue from the oversaturation of traditional social networks with advertising leads to the fact that people are now looking for new spaces for communication. Brands are also following them, mastering sometimes the most unexpected platforms. After the analysis, we did the reverse work — synthesis. We divided the audience into segments to better understand who we would be addressing, but after that we still brought it to a certain arithmetic mean, because you can’t create all the posts in a different tone. In the case of TeachLine, the key definition of the audience was “People who want to learn something new and (important!) relevant.”