As a student-run advertising agency, we have found that staying ahead of trends is crucial to success. Being present on a college campus has given us the opportunity to observe and adapt to new trends in a unique way. One emerging trend that we have adapted to is the need for authenticity through influencer marketing.
This transparent storytelling helps brands communicate the products and services they offer to members of the UofA and Northwest Arkansas community. By growing our campus influencer program, we’ve seen that brands and consumers prefer authentic content, especially on social media.
Another emerging trend in the advertising industry is the use of Artificial Intelligence (AI) to develop strategies and create content. Some AI is even capable of creating a performance analysis and help users stay informed on trends in the industry. This could be helpful to small advertising agencies who do not have the budget or staff to fill a position for a creative strategist. The only potential obstacle to receiving accurate information is that AI like ChatGPT is not current with all information.
I wanted to experiment with this, so I asked ChatGPT, “What are some current trends advertisers should know about?” and the results followed a message that the last update was in January 2022, so the results may not be extremely accurate. The results from ChatGPT included: short-form video content, influencer marketing, interactive ad formats and cross-channel marketing. While these are great suggestions, I think we can all agree that the response is a little out-dated, so we will stick to brainstorms with our creative strategist for now!
The last emerging trend that I find most interesting is the use of podcasts and audio messaging to increase awareness and sales. I have noticed a lot more new and smaller brands using platforms like podcasts to advertise to niche audiences. This can be a great way for brands to offer promotions and discount codes to win more loyal customers.
I think it’s important to note that most people in our generation do not watch daily talk shows, but instead spend time listening to niche podcasts based on personal interests. In my own experience, BetterHelp and HelloFresh are two brands I often hear sponsoring podcasts that I listen to. I think this is an innovative way to reach target audiences from younger generations who may not be seeing ads on other channels like cable TV.
As working students on a college campus, it is always exciting to hear about and observe the newest trends on social media. During my second year of working for Main Hill Media, one of my favorite things is our creative brainstorms for clients. Trends always emerging, these brainstorms help keep each other in the loop about new business opportunities and how to meet our target audiences in the most effective way possible.