Digital Marketing has grown enormously in recent years, and keeping up with its main trends is essential for defining clear, objective communication strategies.

As is tradition, I have once again chosen and analysed the main digital marketing trends for the coming year:

Digital micro-influencers

I consider this the main trend for the coming year: the use of digital micro-influencers is increasingly strong in brands' digital marketing strategies, becoming essential because of the results it generates. Digital micro-influencers will be the main drivers of the brands of the future.

Digital micro-influencers are seemingly ordinary people with a good reputation in a specific niche. On average they have between five and 20 thousand followers on social media and usually generate more mentions and, as a result, more attention and engagement.

They usually share content they like in a natural way and attract people with the same interests. Most become experts in a very specific subject, thereby attracting brands from the same market segment.

Lives

Live streams have been present on the main social networks and on various online platforms for several years and had some success among teenagers, but due to the social isolation caused by COVID-19 they received a big boost among audiences in general.

Live videos are multiplying across social networks, and it has become common to find lives at any time of day, with the most diverse purposes, from knowledge sharing and advertising services to entertainment and live music shows.

Lives are here to stay and are without doubt a major trend for the coming year, extremely important for promoting a brand, whether by sponsoring a live or by running one yourself.

Content

Content is essential for brands to gradually build a relationship of trust with their target audience and thus win their preference, especially at present, with the demand for online content increasing.

It is always important to implement a strategy focused on the target market, because not all the content that is created is relevant for achieving good results in terms of search engine rankings, social media and business credibility.

These are the three main trends that, in my opinion, will make a difference in the coming year in digital marketing and will greatly boost the results of companies and organisations.