The Hanover guide to the top upcoming trend predictions that may influence your marketing and communication decisions.
Scrap the high-tech, overproduced video. Hello raw, natural, high-entertainment content.
It’s no secret that brands are all trying to cut through the noise on social media, fighting their way to be bigger and better than the rest. But a big learning we can take into 2022 is the appetite for authentic, storytelling content that captivates the user, not necessarily for the way it’s designed or animated, but for the actual content itself.
Through TikTok, we’ve witnessed a shift to taking two steps forward and one step back by stripping content creation right back to basics. Take the Marks & Spencer’s employees at a store in Romford for an example: these employees delighted viewers with dance routines, lip syncing and the promotion of products – all while on their shift at the store. The content is all created from footage shot on their phones which is then published straight away. No time has been spent on heavy editing or adding filters, and this rawness is what is resonating with viewers. Don’t overthink it, just do it.
Does the content make you laugh, does it make you cry? Is it shareable? If yes, don’t hang around, jump on trends and get that content out there. Find your sweet spot, share unfiltered content which evokes emotion and reflects the true personality and the people behind your brand.
Trend foresight delivered by: Hannah Exall
Partnerships with influencers and content creators is key for 2022. Not just a paid relationship, but a deep and mutually beneficial one.
Brands need to recognise that content creators are able to bring fresh content ideas to the table as they hold more power than ever in the social media space.
To maximise the benefits of content creators, brands should activate long-term partnerships in place of one-off brand deals. Longevity positions content creators as ambassadors of brands who will not only amplify your products or services, but will, in turn, be an effective marketing tool.
Superdry has already got ahead of the curve as they increased the number of influencers on their payroll from 200 to 2000 in the last 12 months, with a plan to increase that number fivefold over the next couple of years. This strategy will enable them to keep their finger on the pulse, gain audience insights, and be at the forefront of upcoming fashion trends.
Securing in-house creators will help build a wealth of content and invaluable relationships with audiences at the most authentic level. This, in turn, creates a recipe for success, where both brand values and true passion from content creators will be peppered throughout sincere content. Let’s face it, that’s what everyone is looking for.
You don’t have to be single to know about the Thursday dating app. Why? Because everyone is a bit bored of the ‘hybrid’ chat, so when a brand comes along and tries to do it differently, people are paying attention.
From hiring bars and a real life recreation of the iconic romance film ‘The Holiday’, we can all learn something from them. There is a need to cut through the noise around having a ‘hybrid approach’ and Thursday has given us a great place to start. Firstly, creativity is something they possess in masses. That’s not to say they have revolutionised dating, they have just offered a different model which sets them apart from other big players in the dating space. Opening the app once a week provides a feeling of exclusivity and spontaneity for a generation already fatigued by dating apps.
Not only this, but the marketing “stunts” are simple, mainly OOH and very, very effective. They ignite emotions - whether that be sadness or laughter – but they are not reinventing the wheel to be a creative genius, they are focusing on sparking conversation. Ultimately, they speak to their audience as humans, in a way that resonates best with them. The company has worked hard not to ignore the power of physical advertising, and does so in a simple way. They have successfully obtained real-life virality and are not afraid to fail while doing so. We’re interested to see how they stack up against the likes of Hinge and Bumble, who are very well established and with just one day a week, there’s a lot riding on Thursday.
Trend foresight delivered by: Lucy Jupp
Brands have an opportunity to create a stronger connection with their audience and bridge the gap between what we see online and what we experience in the world we’re living in. This is because the digital world represents more than just a marketing opportunity, it is becoming an extension of creative possibilities.
We have already seen this through the likes of Balenciaga who have become the first luxury brand to partner with the video game, Fortnite. But where do we see this going?
With the growth of the metaverse being slowly embedded into mainstream culture, the creative scope is limitless. For high-end fashion brands, this could be an opportunity to capitalise on accessibility as it creates a chance for masses of people to wear brands who wouldn’t have the opportunity. Creating these innovative experiences will unlock new ways to connect in the most immersive ways and we believe, by embracing cutting-edge technologies like the metaverse, brands will empower an even more hybrid world for us all.