We’re predicting the biggest visual content trends to expect in 2020 so you can implement them into your VCS and hit the ground running come January 1st.
We’ve been through this before; the importance of a Visual Content Strategy can really put your business on the map, specifically when it comes to marketing your brand or services. But let’s look at your strategy on a deeper level. Are you using tools that speak to your audience? Are you utilizing visual content mediums relevant to your industry and to society as a whole? What are you doing differently come this new year to make sure your reach grows more impactful? Amy & Vincent share in our latest broadcast, 2020 content trends & predictions. Then, we break it down more intuitively, below!
Let’s start with strategy.
By now, you’ve quantified your results from 2019 to find what works and what..well..doesn’t quite fit the bill in your marketing strategy. In planning for 2020, it’s important to keep and continue to develop what worked, but to also adjust things a bit to stay relevant with the ever-changing advancements in this industry.
Storytelling is a big one; it’s not new in the world of marketing, but it’s here to stay! Thought provoking, emotional video spurs interaction and gives your audience something to relate to. The human race is naturally drawn to story-telling, so why not continue to capitalize on this basic form of human interaction and communication?
Another strategy not new to us but equally growing in value is influencer marketing/user generated content. Think about it, this is the modern world’s more efficient form of word-of-mouth. How often do you find yourself buying into a brand because your mom, sister, best friend, or boss raves about it? People feel more comfortable investing in products or services when they’ve seen the proof and it’s coming from real, relatable people. Influencers got their name from influencing buying decisions. They serve as marks of admirability; people aspire to be like them, have the things they have, & live similar lifestyles. That’s what makes influencer marketing so valuable. The difference is influencers are within reach, whereas celebrities are untouchable.
For B2B businesses, educational content, chat bots & messaging, & email marketing create a more personal connection with the audience/consumer. How-to videos in the form of live broadcasts, real-time, or podcasts have become part of the demand when researching before buying. Implement content & media outlets Create that builds confidence in the buyer’s decision to invest in your brand or service. And be readily available to answer important questions they may have.
The way in which you create and produce content based on the strategies above are equally important.
These types of visual content should definitely be implemented in your VCS:
Insta-stories have quickly taken the advertising world by storm. “70% of people discover new brands and products through FB & IG stories alone” (source), meaning stories are the name of the game! This next year, if you’re not active with your stories, you probably won’t get noticed. With instant access, consumers/your audience can absorb your marketing content in seconds, so create your content mindfully. Quick tip: consider the way in which we hold our phones to view videos; create short vertical video content for easy viewing.
Similarly, live-broadcasts have proven to be quite beneficial in marketing strategy. “80% of consumers prefer to watch live videos from a brand than read a blog.” (source) What’s awesome about Facebook and Instagram is that they accommodate all levels of influencers from professional broadcast companies like news organizations to anyone looking to share or spread the word on a topic or brand.
In 2019 our team at VCA set out to test our live broadcasting skills with our “Building Your Visual Brand” broadcast series that were fleshed out on channels like LinkedIn, Instagram & Facebook.
Now here’s a fun one: augmented reality. This can be as simple as Snapchat filters, or more complicated like AR for shopping experiences. About 1/7 of the entire world population are AR users according to Augmania. If you’ve tried the Snapchat Dog Filter, you are of this statistic! But the real benefit in AR is the multitude of ways to use it to enhance the shopping experience, benefit the consumer to see the product more intuitively, or even help with more serious issues like a phobia. In fact, 8% of mid-sized businesses are using Augmented Reality (Deloitte).
This past year, we tested our content skills for a client who wanted to provide their audience with a 360 avocado grove experience at a large trade show. Using Oculus we were able to format the footage so booth attendees could feel like they were submerged into a visual experience.
Strategy set, time to execute
Now, all of this is wonderful & new, but what we haven’t shared is the many ways your visual marketing strategy can be streamlined to alleviate a ton of work on your end. There are a multitude of planning applications and programs to help you improve on your social media efforts for the upcoming year; each of which may serve a different purpose, but will ultimately enhance your strategy.
Automation scheduling & visual mapping tools such as Buffer, Planoly, Iconosquare are great options when it comes to scheduling out your social media content in advance. These programs allow you to execute your content in bulk, but schedule it out according to your VCS ahead of time, and post to your social channels automatically. You can find some other examples of types of content management here.
Social media advertising, when done right, can be extremely benefical to your brand exposure, but also tracking results at the end of each quarter. If you haven’t utilized Facebook ads yet, now is the time to get started and broaden the reach of your marketing campaigns.
In your execution, tracking KPI’s will help you discover opportunities in your strategy and help you make the necessary adjustments in real-time in order to maximize results. Checking in with your amplification rate, video & story views, conversion rate, engagement, reach, post reach & of course continuing to track followers & growth is where you’ll find really beneficial information on how your marketing strategy is landing if your audience.
Stay Relevant in 2020
These strategies and content types are sure to keep you relevant come 2020, but keep your eyes on industry leaders. And remember, consumers love new. Seeing the same old advertisements and videos will quickly have them turning their heads toward more progressive competitors. Implement these new strategies and types of content in creative ways that will speak to your audience & keep them intrigued!
In September of 2019, Vincent & Amy toured The Cado in San Marcos, California with our client, West Pak Avocado’s Sales & Marketing team. The Cado is an interactive pop-up museum dedicated to the Hass Avocado & its rich roots in California full of “Instagram-worthy” moments.
The museum was created to showcase the journey of the avocado, from seed to skin, and to provide guests with an “appreciation for all that goes into bringing the avocado from tree to toast.” Anne Buehner and Mary Carr conceptualized the space to encourage the conversation about California’s beloved fruit, because there’s so much more to avocados than trendy toasts on Instagram.
Our visit to The Cado was also a ripe reunion because Amy & Vincent know the sister-duo, Buehner & Carr of &Boom Unlimited. In fact, Amy used to work with creator Anne Buehener at Red Door Interactive in San Diego!
What was most special about the interactive tour, was that as creatives we are used to being behind the scenes, capturing our clients. This event was unique in that we were forward facing and had the chance to connect with them one-on-one. One of the special things VCA offers is live attendance & real-time footage, so we captured the event as we went and it made for great insta-stories and fan engagement. Our clients had a great time, they let out their avo-awesome personalities and had fun during each of the museum installations.
Here’s a look at some of the avocado fun we had at the event:
We had the best time capturing avocado content at Fresh Summit, the largest fresh floral & produce tradeshow in the United States.
We’re back from a three-day long event in Anaheim, California called PMA Fresh Summit. With a record breaking 24,000 people in attendance, we were a small speck in a gigantic crowd of the produce industry’s top professionals, influencers & brands. The best part? This was our team’s first time physically attending the show for our client, West Pak Avocado, Inc. & experiencing the live activations & displays from top brands like Pom Wonderful, Avocados from Mexico, Chiquita Banana & more.
Avocado UX Experience
As one of the top three avocado distributors in the world, West Pak desired their booth stand out from the green fruit crowd. They commissioned VCA to create a sight worth seeing with one goal in mind: immerse their audience into their global, dynamic world of avocados.
After months of hard work the creativity resulted in a complete UX experience for their booth & social media. Developed by our Creative Director Vincent Apodaca, the final output was a 7:00 minute custom video designed for their whopping 118” inch LED video screen. In tandem, their team designed a custom seating area for a VR avocado grove walk through. Shot by VCA’s director of photography partner, David Berry & edited by Vincent Apodaca, the tour was a hit as fans flocked to see the groves using the @oculus VR headsets provided.
Social Avocado Activations
To launch West Pak’s 2020 multi-part video series, the Avo Effect in time for PMA, VCA launched the official trailer & landing page days leading up to the event. Amy Hadrys & her social team prepared to host on-site interviews at West Pak’s booth during the event to capture the buzz & excitement. With the help of VCA’s collaborative videographer, Maritza Lopez, the team was able to spread social avocado love with industry partners from AFM (Avocados from Mexico), California Avocado Commission, Fairtrade America & more! In addition to the booth itself, the VCA team supported with 24/7 social support including live stories, customer service & community management on Instagram throughout the weekend.
But don’t worry, we still took time for work, avocados & balance – enjoying tasty samples & fresh floral smells all around.
There’s no better way to describe LA artist Ela Mella than by the word: avo-cate.
Ela Mella is an advocate for women, politics, social issues & a healthy lifestyle all within the avatar of the avocado that stands for her passion for art & happiness.
Vincent and Amy joined her at With Love Market & Cafe in Los Angeles, California for a morning of true “guac talk” in preparation for their upcoming client campaign for West Pak Avocado called The Avo Effect. Launched in October 2019 at Produce Marketing Association’s Fresh Summit, the initial campaign trailer prefaced the 2020 online video series where exclusive avocado industry interviews will be conducted to define the avocado phenomenon.
Meeting with Ela proved this ten fold. She is a cancer survivor from New York City who moved to LA to pursue her passion for art & a healthier lifestyle. Coincidentally it was the struggle & hustle of her LA move, battling life after cancer & the push to be her 100% healthiest that brought about her now infamous avocado art collection. A simple hand-painted avocado with a tortilla chip titled “Get That Chip Off Your Shoulder” is the initial piece that fueled her artistic shift into the dynamic world of avocados. Thus, now she has become a voice for avocados & society – all within a creative collection that ranges from Clueless-inspired walls to hilarious comedic memes and endless avocado puns. Having training with a notable local street artist you’d think she painted these walls her entire life. However, the wall VCA had the honor of capturing was only the second one she’d ever done. Get this – she painted the entire wall in one day!
Get to know Ela more when VCA’s client campaign video airs in February featuring her & other inspiring avocado artists & influencers in The Avo Effect series.
To kickstart the launch of our new campaign, Y’ello, celebrate our amazing clients, friends & family along with our new office off D street, we hosted an afternoon at Modern Times Brewery in Encinitas.
VCA hosted our very first event at Modern Times Brewery in Encinitas to announce our new D Street office location and to kick start our continuing Y’ello campaign. But “Cheers & Beers” was equally an afternoon to celebrate our amazing clients and show some appreciation for their support in our vision!
As much as it was a time for appreciation, we wanted it to be a great time for new opportunities and networking. Members of VCA and our Content Collective attended along side West Pak Avocado Inc.’s Senior VP of Sales & Marketing Doug Meyer (& wife Alisa) and Marketing Manager George Henderson, Poway Weapons & Gear’s Peter Murnicks Marketing Generalist & Director of Client Services Alexander While (& wife Cheryl), as well as close friends, family and members of the local Encinitas community. It was truly a collection of great people who have been an integral part of VCA’s growth since the company started in 2015. The goal was for our clients and those who have supported our agency since the beginning to enjoy a treat on us and mingle. It also allowed us to showcase the extent of our business & growth in and around our Encinitas community!
The location, Modern Times Brewery, is a new beer-focused, vegan restaurant conveniently located just around the corner from our new office and Moonlight Beach along Highway 101. The ‘70’s ambiance helped us pay homage to our ongoing 2019 Y’ello campaign, a colorful twist on a “hello” – embracing a new pop of color – yellow, website & more, with color coordinated decor for the event. Modern Times food & beverages, treats, a fun raffle giveaway & a photobooth sponsored by Dominique Labraque photography provided a casual and playful experience for us all. Up for grabs as part of the raffle was one of VCA’s favorite things: our must-read book “Building a Storybrand” by Donald Miller.
That being said, our first event was a hit! Take a look at some of our favorite photo booth snapshots, below:
All photos taken by Visual Content Agency & Dominique Labreque Photo, except bottom right & featured image sourced from ModernTimesBeer.com