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• Short Videos

It seems like TikTok and Instagram Reels are taking over social media feeds—and consumers are paying attention. This format will only continue to grow. For businesses to stay relevant they need to appear in the channels and formats where their customers are. The good news is that short video formats are making their way into social media management tools and schedulers, so it will become easier for businesses to plan and post next year.

If you haven’t been active in these formats personally, now is a good time to do so. Start watching Reels and TikToks to gain an understanding of the format, content and appeal. Next, start posting and experimenting with short video content for your business. Test and learn your way to success in these powerful platforms that are earning so much time and attention.

• Simple Messages

Businesses have a bigger challenge than ever now that short-form videos are taking over and attention spans continue to constantly drop. Businesses must communicate in short, quick soundbites to earn attention on mobile devices.

You need to spend more time crafting shorter, simpler messages. Take your marketing and brand priorities and sound-bite them into short sentences or quick ideas. Challenge yourself to copy popular short video formats and shorten your messages.

• Influencers

As the advertising landscape becomes more and more cluttered, businesses need to find new ways to get in front of their target audiences. Increasingly, businesses can find opportunities to break through the noise with organic-seeming content via influencers. Influencer marketing has been on the rise for years, and this trend will only continue as influencers build up larger and larger audiences that are ripe for the picking for marketers.

Research opportunities to integrate influencers into your marketing plan for next year. Examine how your competitors or other industries are harnessing influencers to grow results.

• Employee Advocacy

More and more businesses are realizing the power of their employees. Employee advocacy is about getting your team or employees talking and sharing on behalf of the business. Employee personal profiles and assets are often more effective at reaching more people more authentically than business accounts and assets. Harnessing this power is an untapped opportunity—especially in business-to-business (B2B) marketing. 

Evaluate the opportunity for employees to contribute to your marketing efforts and build a plan to engage them. An engagement plan usually includes training, tools and resources to motivate and excite employees to speak on behalf of the business.