Little videos remain big.
Short form video has been leading b2c and b2b communications for years. You need look no further than the 1.5 billion monthly active users on TikTok to see that. But as other social platforms have started to take the Asian giant at their own game, this is only the beginning.
So, whether you’re considering tinkering with TikTok, sampling YouTube shorts or having a ramble on Instagram Reels, 2024 is the year for it.
Whilst 90% of businesses interviewed by Amazon in 2023 were already using video, that last remaining 10% all cited the same issue: lack of time. It’s worth knowing that users aren’t necessarily looking for polished, professional content on these platforms. Instead, they’re looking for authentic, clear and fast information.
That’s right, you don’t need to hire a full camera crew to make it work. Just an idea, try it and see what happens.
If you’re thinking about taking a step into video, we recommend writing down a few ideas, then recording them over a few days. And, after a quick check for major issues, put them out into the world. Then ask your viewers what they think, see what people like. Use that to help to decide what to do next. And… repeat.
Recycling is everywhere.
For once, we’re not talking about the environment. Instead, think about how you can reuse your communications in imaginative ways.
The first, and obvious one with our first trend, is to put any content you make in different places. Don’t just make a TikTok, use a different edit of the video and turn it into a Short for YouTube, another change and you have a Reel for Instagram.
This applies with text too. If you’re posting on LinkedIn, Facebook and Instagram, consider reusing similar, but edited, content on the different channels at different times. If your post isn’t time critical, this month’s post is next month’s tweet!
But this isn’t just about chopping about something you’ve done already. A blog post, with care, can be turned into an engaging infographic, images with text for Instagram and a podcast.
If it’s worth saying once, it’s worth saying, slightly differently, elsewhere.
Just be mindful that you don’t put the same information out in different ways on five channels in the same week. After, if you do, why do people need to follow you in more than one place?
Rise of the machines.
As we mentioned last year, Artificial Intelligence (AI), is developing in many areas of business (LINK: https://abra-relocation.com/from-bladerunner-to-chatgpt/). In 2024 we expect to see the use of certain types of AI to continue to grow, specifically Chatbots.
These useful applications can act as first line sales and first line support. With careful implementation, your business will gain a 24/7 member of your team who can help your customers find meaningful and useful answers to their questions quickly.
Business leaders who have implemented a chatbot on their site have seen a 67% increase in sales as a result. Imagine what that level of increase could do for your business.
In fact, the AI industry projects that AI chatbots will become the primary customer support service for a quarter of all companies by 2027.
All of this, and you’ll gain more hours in your day as the basics of customer service are taken on by the AI. So, when are you getting yours?
The world is still on the move.
…thankfully for us!
Year-on-year, people are accessing websites, apps and services via their mobile devices more than any other type of device. It was 14 years ago, that Eric Schmidt, then-CEO of Google, coined the term “mobile first” as a design structure. But even all these years later, many businesses are not ensuring that their website and services work on mobile devices.
Currently, around 56% of all internet traffic comes from mobile devices. This makes it crucial that, if your website is the first contact a prospective customer or partner has with your business, the site works. As ever, you never get a second chance at a first impression, and if your first impression is of a broken, unusable website, it’s bad news.
But, more than that, many search engines, including Google, use mobile performance to decide where a site should appear on their results pages. So, having a non-mobile friendly site might result in your website being pushed down the rankings.
So, how can you tell?
The first thing is to use your own phone. Just visit your website and make sure everything is visible and works as well on your phone as it does on your laptop.
That’s the first step, the next is to run it through an online tool to get a more detailed look. There are many sites out there, but a site like mobiReady can take a look for issues that you won’t notice on your phone. Their page score will let you know if you’re doing well or actually have some areas of concern.
If there are areas for concern, then it’s time to speak to a specialist for a tune up. After all, it doesn’t matter how many people are visiting your website or service, if 56% of them can’t work the site when they arrive, does it?
Clarity of message.
2024 will be the year where clarity will be king. As we mentioned earlier, people are looking for authenticity. A more human, real connection, even from businesses.
We’ll see this in the continuing of the trend for clear, honest communication. This comes from a deep understanding of your potential client and what you bring to their world. What problems are you solving and how do you do it?
Once you understand that, tell them.
Be clear, be direct, be honest.
Remove the jargon and the pretense.
Let your customers understand how you will make their life better, and then do it.
This year, companies doing that will win big in 2024.
And there we have it! Our crystal ball predictions for what will make communications in 2024 look just that little bit different to 2023.
Are there any we missed? Or do you have any questions on the ones we’ve included? Find us on social media and let us know!