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Trends that are shaping the future of brand engagement.

Future Trends

Written by:
Mike Coughlan

Any business owner or marketer will understand the importance of knowing your audience - well, hopefully anyway!

Generating regular content is a key part of getting your brand name out there, but is it actually engaging the right people? Whilst you might think you've perfected your marketing strategy, it’s sometimes worth considering that what worked a few months ago, might not be working as effectively now. Things are constantly changing and your audience’s behaviours and/or needs are likely to alter every now and then - so keeping up with trends relating to both your industry and your audience is paramount to continual success.

As new trends emerge, old ones become more outdated and irrelevant. That’s why it’s crucial for businesses to constantly review their marketing activity and identify what’s resonating well with their audience and what’s not. Additionally, preparing for forecasted trends can make a significant difference when it comes to brand awareness and standing out against competitors and if you allow enough time and do your research, you can pivot your content strategy to align with current consumer attitudes and industry direction. So, without further ado, let’s take a look at some of the trends that are shaping the future of brand engagement.


In the digitally-driven online world we live in today, humanity is fast becoming the new trend. Having a ‘human’ element to your business is once again becoming a requirement for consumers, as it’s safe to say it’s been somewhat absent recently due to convenience and accessibility. The fast paced nature of many industries has meant that consumers have sought to receive a product/service in the quickest time and with little or no interaction with the provider, which meant there wasn’t much substance in the customer journey and many brands adopted a faceless presence - but things are changing. People want to know the meaning behind a business in order to make connections and that’s where storytelling content comes in.

It evokes emotion, promotes relationship building and gives people a reason to buy from your brand.

A great example of this is the Nothing beats a Londoner’ campaign by Nike. The global sports brand is notorious for its emotive marketing, and this three minute film certainly didn’t disappoint. It perfectly demonstrates what storytelling content is and how it can be used, as viewers are taken on a journey through the streets of London and are given an insight into the locals’ lives allowing them to relate and connect with the brand on a deeper level.


So we’ve covered storytelling, next comes personalisation. People are looking for a bespoke and tailored experience throughout their customer journey, and this has recently become a prime factor of many successful marketing campaigns - after all, 80% of consumers are more likely to purchase from a brand that provides personalized experiences. (Source.) There’s a realm of opportunities that come alongside personalisation but the main thing is to distinguish what’s right for your brand and your audience. How are you going above and beyond to provide a seamless experience? How is your content treating every single person as an individual as opposed to just another customer? These are just two of the things that you need to identify and communicate within your marketing efforts to attract and retain consumers.

Spotify is a great example of a brand which utilises personalisation effectively. The global audio streaming service provider uses information from users' listening behaviours to develop music suggestions with the likes of it’s ‘discover weekly’ feature. These hand-picked and personally-tailored elements provide a human touch to the user experience, whilst ensuring that each user gets the most (for themselves) out of the platform.


Last but not least, we have video marketing. It’s no secret that video has helped businesses cut through the noise in the last couple of years, but will it remain prominent in the future? Well, with video focused platforms like TikTok dominating the social media landscape, it’s more than likely going to stick around for a while. In fact, it’s predicted that by 2022 82% of the global internet traffic will come from streaming videos and downloads. (Source.) Not only is video content a common preference for many audiences, it’s also proven to have major business advantages too as 84% of video marketers say video has been effective for generating leads. (Source.) Take a look at Slack for instance...

Video has played a huge role in how they’ve positioned themselves as the number one communication tool for businesses, it’s one of the major secrets behind their growth. The range of content they publish is extremely impressive, encompassing everything from demos and testimonials to video advertising - and they never lack quality either. Although the content is varied, it all serves the same purpose - raising awareness of the best bits about slack.

The opportunities with video are endless and ever-changing which makes it a great element to factor into your marketing strategy. So, if you’re not already investing in video, you might want to consider exploring your options!

And that’s just the beginning.

It never truly stops in the world of marketing - trends, challenges and opportunities are constantly evolving and it can be difficult to keep in the loop and ahead of the game! But what if you don’t have the expertise, time or resources to adapt your strategy? Here at Summit Creative, we fully understand that you have other priorities within your business, which is why our creative professionals are dedicated to ensuring that your marketing strategy is as relevant and effective as possible. We’ll work alongside you to develop a plan that puts you ahead of the competition, a plan that has the best options for your business, consumers and message, and most importantly - one that considers both the present and future landscape for your market.

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