Next time you’re doom scrolling through your feed keep an eye out for these content trends. Whether you’re in the Public Relations industry or a content creator, it’s beneficial to stay constantly tapped in and keep your eyes peeled for trends that should be on your radar. While most trends come and go, here are some that we predict as constants:
Short Videos
With attention spans becoming shorter, it’s no surprise that short-form videos just work. TikTok, Instagram Reels and even YouTube Shorts are surging in popularity and dominating the social media landscape, making it clear that audiences constantly crave bite-sized, snappy, engaging content that gets to the point. This format is best when paired with an engaging hook.
PR perspective: For branded content, typically short-form videos are ideal, and it’s suggested to capture the audience within the first few seconds (brands will love you!) but it’s important to make it work as organically as possible with your content style – otherwise you risk drop-off. To further bait viewers, you need a good hook! We recommend leveraging a creative hook that is relevant to your audience, integrating popular or key words. On platforms such as TikTok, the creative center will be your bestie with the most trending hashtags per category.
Authenticity
With so many ADs inundating our feeds everyday across every major social media platform often filled with overly scripted or curated content, there’s a rise of audience fatigue. And you don’t want your audience snoozing on your content! Trust is currency, which is essential for engaging, converting and creating a loyal audience. Building trust takes time and consistency, but through showing up with vulnerability and authenticity, you can foster deeper, more meaningful connections with your audience – especially with Gen Z as they gravitate towards content that better aligns with their values. This generation wants to be feel like they are part of the conversation – to be seen and heard.
PR perspective: As audiences have become hyper aware of overly polished content, they’re craving realness over perfection, so don’t be afraid to share content that is raw and real. We recommend giving your audience a glimpse into your unfiltered moments – whether it’s through a vlog, behind the scenes content or including humorous bloopers, it’s an opportunity to connect with your audience to show the real personality behind the content.
Storytelling
Who doesn’t love a good story time? While short videos are trending, audiences will lock in for a good story. Storytelling utilizes a combination of leveraging a strong hook with authenticity. This trending format of content builds an emotional connection as stories evoke emotions – whether it’s joy, anger, excitement or even nostalgia. Audiences can resonate with the content, and it becomes more memorable if it’s relatable. Like authenticity, storytelling is trending as audiences are seeking content that is more human centric vs. superficial.
PR perspective: A good story can cut through the noise if it’s entertaining or meaningful – it can even spice up branded content if the story incorporates the brand in an organic way. Attaching a story to content can increase engagement when relevant. A compelling story will be memorable or valuable to your audience, so it’s important to make sure it feels authentic, resonates, and speaks to something your audience would care about. For branded content, instead of simply showcasing product, we recommend weaving in a person experience, challenge or transformation (with visuals). Think of a good FaceTime debrief or your friend spilling the tea, leveraging a good story is a powerful way to create engaging, stand out content.
Leveraging trends can take your content to the next level and it can offer an opportunity to switch up or refresh your content style. While some trends may feel evergreen, they won’t necessarily work for every niche or for every platform. There’s no harm in experimenting with different strategies on social media but chasing trends that won’t align with your style, or your platform can also dilute your brand. It’s key to consider your existing audience and intended audience to integrate trends that will enhance your voice, add value and feel true to your content for each social media platform.
