Top 5 media trends for 2020 / 2020年五大媒体趋势

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来源：ZenZanyFilms怡水文化传播

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马上到来，是不是该想想未来的计划了。当你计划媒体制作的预算时，你可能需要考虑下在2020年营销人员预测的几个主要趋势将会爆发（至少也会保持居高不下的状态）。

1. Influencer marketing will keep growing

影响者的营销模式将持续增长

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.

无需费脑力。在过去的两年我们看到各大社交媒体的影响者在以天文数字式的猛增，并且这种趋势将持续下去。

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.

对于信任“和我一样的人”的意见和建议是可以指导消费者购买和亲和力的黄金因素。

但是，在过去的一年里，一个有趣的发展趋势是微型影响者的崛起：他们没有庞大的数量，但仍然对特定的特定受众施加影响。

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.

当品牌寻找影响者时，确保你的用的影响者与你的目标消费者匹配，这点非常重要：

这样一来，10,000个高质量的观众比100万个无兴趣的观众价值高得多。

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的一项研究预测，到明年影响者营销模式支出可能达到100亿美元。

因此，如果您还没有在营销策略中利用影响者的营销模式，那你将错过给销售的一推之力。

2. Brands that deliver valuable content to consumers will win

向消费者提供有价值的内容的品牌将获胜

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

谷歌称这一战略为“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.

当消费者搜索任何与你相关感兴趣的领域时，那么你需要在消费者所在的地方。

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.

你需要把有价值的内容传递给相关的消费者：例如，如果你只是在别人做谷歌搜索时展示付费广告，那你很可能会被忽略。

很难引起观众的兴趣，没有人喜欢看广告，除非是为了超级杯。

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

提供令人惊叹的内容意味着成功地引导消费者通过销售漏斗直达产品的最后一道亮光。

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

疯狂系列视频"Will it Blend?"是由一个Blendtec品牌创作的成功经典案例

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预测，到2020年，消费者平均每天花92分钟观看视频内容。他们在看什么呢？当然是看新闻、看名人八卦或者一些匪夷所思等内容，但是有一个新的竞争者在争夺消费者的注意力：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，那你就创建了实时的、可观的内容。在这个超高产值、CGI特效和虚饰的时代中，能看到未经编辑加工的东西确有一定的吸引力。

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

这是我们的团队今年10月为全球资源贸易展上制作的直播视频系列

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

感觉更真实，更可信，更实在。对于消费者来说，所以这些都是能让消费者能与你的品牌联系在一起的好品质！

4. Videos will target specific audiences

视频面向具有针对性的观众

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?

在每个社交媒体平台上向细分市场传达特定信息的视频：这就是2020年的发展趋势。

视频是一个强大的工具，所以为什么只停留制作一个视频呢？或者为什么只用一个视频捕捉你的整个目标受众群体，然后流失可以多次获取更多类型的观众的机会？

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，品牌将为其目标受众的不同细分市场制作不同类型的视频。因为这样可以让观众感觉到特别，然后品牌可以与观众建立更深层次的联系。

5. Length matters!

长短的重要性！

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诉你：人的注意力有限的，没有人愿意花时间以及长时间地给予关注力。

但是，根据Smart Insights的研究表示，“尽管不可否认较短的视频更容易产生消费，尤其是在现代忙碌的生活中大部分人主要是靠社交媒体过度，也因此让品牌无法与消费者在情感上建立令人难忘的联系。

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.

这说明了：如果你能创建更长、有趣的内容：也许不是每个人都会去看，但能坚持看下去的观众你将能够与他们建立独特的关系。

一个专注的粉丝团将会为你的品牌创造奇迹，在更大的观众群中掀起波澜。