2017 Digital marketing trends – A focus on personal stories

More carefully managed placements and content discovery campaigns

With the election, we saw a proliferation of fake news sites. Fortunately, people are starting to consider the news source before deeming it as trustworthy. After recognizing that they played a role in advancing fake news, Google and Facebook are putting plans into place that will ban or flag suspicious content. In fact, today, The Washington Post reported that Facebook is launching a new feature that will allow you to flag fake news.

It’s common practice for digital marketers to run campaigns on discovery platforms such as Outbrain and Taboola. Now, with the vast amount of sensational headlines and/or fake news, marketers will be pickier in their placements. I think we’ll see marketers carefully reviewing and filtering out sites with content that’s not trustworthy.

Augmented Reality – more than just a game

Last year brought us Pokemon Go (doesn’t that seem like SO long ago?!). In 2017, I think marketers will find ways to leverage AR to increase brand awareness and create amazing user experiences. Imagine realtors using AR to give details about houses for sale, museum curators using AR to promote exhibits, or retailers using AR to showcase showrooms. The possibilities are endless!

Live video will soar

Even though Facebook Live was launched several months ago, brands have been slow to embrace it and use it as part of their planned marketing initiatives. In 2017, I think we’ll see brands and organizations using Facebook Live more strategically, as an integral part of their social media campaigns. Plan on seeing more real people with thoughts and opinions. The Met does an incredible job showcasing artists and exhibitions using Facebook Live. Seeing something in real time creates an energy that can’t be replicated after the fact.

Real people telling their stories

Nonprofits and brands often solicit celebrities to endorse their mission and drive awareness. While a celebrity endorsement can most definitely help increase donations and brand visibility, it’s not the only way to run a successful campaign. In fact, research indicates that the public is more likely to support organizations when they have a personal connection than they are for celebrity endorsements. Social media also levels the playing field and makes it easier for real people to attract attention and share their personal stories.

I think that we’ll see a surge of real people sharing their stories – supported by experts. For example, the aim of John Moe’s new podcast, “The Hilarious World of Depression,” is to reduce the stigma of mental illnesses. Moe enlists real people and comedians to share their personal and funny anecdotes of living with depression. These people aren’t psychiatrists or doctors, they’re real people living with depression. This method of storytelling makes the podcast more relatable and accessible.

Personalized content continues to improve

Personalized content and the ability to self-select content experiences will continue to be a big trend in 2017. I think you’ll see more websites and online experiences that take a thoughtful approach to curated content. It’s no longer enough to present content that’s the same for everyone. Consider the content bar raised.

Overall, I think people will want real stories and connections – a way to cut through the noise. Online behavior is becoming more sophisticated. People are holding the content bar high. This is a good thing. We’ve come a long way.

Personally, I’m looking forward to saying goodbye to 2016 and saying hello to a new year.