Top 5 media trends for 2020 / 2020年五大媒體趨勢

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來源：ZenZanyFilms怡水文化傳播

ID：zen-zany

It's 2020 and you need to think like it's the future. When planning for spending your budget on media creation, you might want to think about?these top trends that marketers are predicting will go big?(or remain big) in 2020.

2020馬上到來，是不是該想想未來的計劃了。當你計劃媒體制作的預算時，你可能需要考慮下在2020年營銷人員預測的幾個主要趨勢將會爆發（至少也會保持居高不下的狀態）。

1. Influencer marketing will keep growing

影響者的營銷模式將持續增長

This is a no-brainer. The past two years have seen an astronomical rise in social media influencers and?this trend is here to stay.

無需費腦力。在過去的兩年我們看到各大社交媒體的影響者在以天文數字式的猛增，并且這種趨勢將持續下去。

This trust in the opinions and recommendations of "others like me" is the?golden factor?in guiding consumer purchase and affinity.

However, an interesting development over the past year has been the rise of micro-influencers: who don't have gargantuan numbers but?still exert influence over a specific niche audience.

對于信任“和我一樣的人”的意見和建議是可以指導消費者購買和親和力的黃金因素。

但是，在過去的一年里，一個有趣的發展趨勢是微型影響者的崛起：他們沒有龐大的數量，但仍然對特定的特定受眾施加影響。

When brands seek out influencers, it's super important to make sure that the target audience of your influencer matches your target consumer: that way,?a high quality audience of 10,000 is worth a lot more than an uninterested audience of 1 million.

當品牌尋找影響者時，確保你的用的影響者與你的目標消費者匹配，這點非常重要：

這樣一來，10,000個高質量的觀眾比100萬個無興趣的觀眾價值高得多。

A mediakix study predicts that the ad spend for influencer marketing could?reach $10 billion by next year.

So if you're not utilizing influencers in your marketing strategy, you're missing out on giving your sales a push in the right direction.

Mediakix的一項研究預測，到明年影響者營銷模式支出可能達到100億美元。

因此，如果您還沒有在營銷策略中利用影響者的營銷模式，那你將錯過給銷售的一推之力。

2.?Brands that deliver valuable content to consumers will win

向消費者提供有價值的內容的品牌將獲勝

Google calls this strategy?"Be there, be useful, be quick":

谷歌稱這一戰略為“用心，有用，迅速”

When consumers search for anything related to your field of interest, you need?to be present where the consumers are.

當消費者搜索任何與你相關感興趣的領域時，那么你需要在消費者所在的地方。

You need?to deliver valuable content to consumers?at their point of relevance: so for example, if you simply show a paid ad when someones does a google search,?you will most likely be ignored.

That's too hard-hitting and no one likes watching commercials unless they're for the Super Bowl.

你需要把有價值的內容傳遞給相關的消費者：例如，如果你只是在別人做谷歌搜索時展示付費廣告，那你很可能會被忽略。

很難引起觀眾的興趣，沒有人喜歡看廣告，除非是為了超級杯。

Delivering awesome content means?successfully leading the consumer through your sales funnel?to the bright light at the end that's your product.

提供令人驚嘆的內容意味著成功地引導消費者通過銷售漏斗直達產品的最后一道亮光。

The "Will it Blend?" series is a great example of content creation by a brand called Blendtec

瘋狂系列視頻"Will it Blend?"是由一個Blendtec品牌創作的成功經典案例

3. Gotta Go Live!

需要直播！

Emarketer predicted that?consumers will spend an average of?92 minutes a day watching video content?in 2020.?And what are they watching during that time? Of course, among news, celebrity gossip and perhaps questionable content, there's a new contender vying for consumer's attention: livestreams!

Emarketer預測，到2020年，消費者平均每天花92分鐘觀看視頻內容。他們在看什么呢？當然是看新聞、看名人八卦或者一些匪夷所思等內容，但是有一個新的競爭者在爭奪消費者的注意力：那就是直播！

If you go live, you're creating?immediate, watchable content.?In these times of super high production value, CGI and gloss, there's a certain attraction to seeing something unedited.

如果你上直播了，那你就創建了實時的、可觀的內容。在這個超高產值、CGI特效和虛飾的時代中，能看到未經編輯加工的東西確有一定的吸引力。

This is our team livestreaming from the Global Sources trade show earlier this year

這是我們的團隊今年10月為全球資源貿易展上制作的直播視頻系列

It feels more real, more authentic and more honest. And those are great qualities for a consumer to associate with your brand!

感覺更真實，更可信，更實在。對于消費者來說，所以這些都是能讓消費者能與你的品牌聯系在一起的好品質！

4.?Videos will target specific audiences

視頻面向具有針對性的觀眾

Videos that communicate?specific messages to segmented markets?on each social media platform: that's how 2020 will shape up to be.

Video is a powerful tool, so why stop at one video? Or why try to catch your entire target audience demographic with one video and leave the chance to reach multiple audiences multiple times?

在每個社交媒體平臺上向細分市場傳達特定信息的視頻：這就是2020年的發展趨勢。

視頻是一個強大的工具，所以為什么只停留制作一個視頻呢？或者為什么只用一個視頻捕捉你的整個目標受眾群體，然后流失可以多次獲取更多類型的觀眾的機會？

In 2020, brands will create different kinds of videos for different segments of their target audiences. This works because?audiences feel?special?and brands can create?deeper connections?with them.

到2020年，品牌將為其目標受眾的不同細分市場制作不同類型的視頻。因為這樣可以讓觀眾感覺到特別，然后品牌可以與觀眾建立更深層次的聯系。

5.?Length matters!

長短的重要性！

You've been told time and again:?the human attention span is shrinking?and no one has time to pay attention for a long period of time.

But, according to Smart Insights, "while there’s no denying that shorter videos are easy to consume, especially on the go and via social media, they fail to allow brands to form the emotional connection that makes them memorable to consumers".

有人一次又一次地告訴你：人的注意力有限的，沒有人愿意花時間以及長時間地給予關注力。

但是，根據Smart Insights的研究表示，“盡管不可否認較短的視頻更容易產生消費，尤其是在現代忙碌的生活中大部分人主要是靠社交媒體過度，也因此讓品牌無法與消費者在情感上建立令人難忘的聯系。

This speaks for itself: if you can create longer, interesting pieces of content: not everyone might watch but?you will be able to forge a unique connection with the audience?that watches.

A dedicated group of fans will do your brand wonders in terms of creating waves with larger audiences.

這說明了：如果你能創建更長、有趣的內容：也許不是每個人都會去看，但能堅持看下去的觀眾你將能夠與他們建立獨特的關系。

一個專注的粉絲團將會為你的品牌創造奇跡，在更大的觀眾群中掀起波瀾。