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trust content

It’s 2016 and you’re doing lots of evaluations. What happened in 2015? Exactly what is going to happen in 2016?

What social media network is dead? What brand-new trendy Snap this or Peach that is something you have to take seriously?

As we construct the content program for the next Social Fresh Conference, we hear these questions continuously. What patterns matter? Which ones do not?

The hard fact? Some of these concerns just get in the way. The underlying movement that causes trends is more vital.

Patterns are a starting place for a deeper conversation about what online marketers and more importantly, what consumers, are up to. How their habits is altering.

The Big Trends

These are the huge digital marketing patterns in 2015 that got the most interest:

  • A new rise in podcasting by companies
  • Livestreaming (Meerkat, Periscope, Blab, Facebook Live)
  • Snapchat started to see a development in brand accounts
  • Facebook went huge with video
  • Long type content became more crucial to businesses

Individuals are buying these digital marketing trends because of one word: Trust.

Collectively I call these patterns Trust Material.

trust content defined

TRUST CONTENT
n. Media that allows you to spend more time and more significant minutes with an audience.

All these subjects fall under the headline of Trust Content. If we take an action back, we see this is a response to two problems that, as marketers, we have actually created ourselves.

The Causes

Trust Content is a response to the customer’s lack of time as well as the absence of trust in marketing and material.

1. Saturation

Welcome to the apocalypse of material saturation.

People now take in 11 hours of material a day(source)

That’s 2/3s of our day Facebooking, Huluing, DVRing, Netflixing, Snapchatting, Tweeting, checking out papers (ok, perhaps not that last one). In the 1920s, we took in about 2 hours or less of material each day

(If that number goes much higher, we are going to need to stop sleeping. Just joking, who rests any longer?)

Marketing messages have ended up being more targeted and more frequent.

We have actually gotten truly proficient at the SMALL stuff. Squeezing a few seconds of your attention to check out a Tweet. Micro-content. Disturbances. Getting through to a person passively viewing Netflix.

Even digital video and TV business success is now measured in seconds.

2. No Trust

People do not trust marketing.

84 % of millennials do not rely on marketing (source)

And a lot of our content, tweets, videos, images, look like advertising. Particularly to millennials.

There is a trust gap. Typically media content is extremely refined, excessively produced, impersonal, and sales focused. It has a program that has become really clear to Millennials.

Younger internet users are flocking to talk apps or closed social media networks without brands and without ads.

Millennials lead the method, however any age groups are trusting marketing less and less.

The Option

Trust Material is the option.

Think of the individuals you trust many. Household, buddies, colleagues, roommates (I really hope). You invest a significant quantity with these individuals. You have loads of shared experiences.

The trends I pointed out previously — podcasting, Snapchat, livestreaming, Facebook video, long-form — are perfect automobiles for spending more time with your audience. More meaningful time.

Let’s compare Tweets and blog posts to podcasting and livestreaming.

Today we’re fortunate if any individual sees our Tweets, when they do, they get a few seconds of interest. Blog site posts gather more interest, but not by much. The majority of blog site posts typical 30-60 seconds of attention, a few minutes if we do truly well.

Podcasts and livestreaming engage audiences for 10, 20, and sometimes 60 minutes or more at a time. Speak about valuable time with the customer!

Smart businesses are passing the scale of getting the most fans, followers, and impressions and dealing with building trust.

Find out more About Trust Material & & Trends For 2016

Carlos Gil and I are speaking with a few of our Social Fresh 2016 speakers this Thursday at 7:45 pm ET to go over the Future of Social Media Marketing, trends, and Trust Material. RSVP now and participate in this live discussion on Blab. You can also RSVP to get access to the recording.

Also, join us in Orlando for this year’s conference, where over 30 top industry speakers will be on stage discussing these trends and more.