Trending 2023: Actionable Entertainment

Trending 2023

Trending 2023

Tubefilter recently wrote an article on trending topics in 2023. Actionable entertainment was listed as one of their top three topics. It makes sense. People don’t like being sold to anymore. Their interests lie in being entertained through authenticity in order to connect with a brand and its ideals. Advertisements should be created with this in mind. You want to, “deliver it like an ad, but (be) loved like entertainment,” according to TikTok. Let’s break down this term actionable entertainment starting with the word actionable. Actionable (ac-tion-able) adjective: capable of being acted on. Your advertisement should be inviting to be acted upon. Entertainment (en-ter-tain-ment) noun: something diverting or engaging, such as a performance, lightly comic or adventurous. These are the Merriam Webster definitions just an FYI. So, if you put these two terms together your advertisement should be fun and engaging to watch that also invites the audience to act upon it through viewing. I mean, really isn’t that the goal of all ads, to have someone purchase the product through good advertising? It seems easier said than done. Like we said, traditional ads are starting to fall short with younger audiences. They want to be entertained and not sold to. They don’t trust brands that over produce their shoots. They crave real people with organic content because they trust them. They relate to them. Found content for advertisements is going to shine in 2023 for this reason. We’ve always known how effective it is and now the world is beginning to follow suit. We’re happy to see UGC coming to the forefront of the ad space for 2023 and beyond!    

Topical Content

Fan doing the Megan Rapinoe stance from her celebrating her team's first goal during the 2019 Women's World Cup quarter-final match between France and the U.S.

There are so many types of content out there nowadays so, what in the world is topical content? Topical content is relevant to current events or timely topics. Think about things that are currently trending. Writing, vlogging, news stories, videos or even advertisements can be done on trending topics. These would all be considered topical content pieces since they focus on current news/trends. So, let’s talk about some of the advantages and disadvantages of writing topical content.

ADVANTAGES:

1.     Authority in your field: by staying current with trends and news in your field you set yourself up as a brand who has authority. It shows your brand researches relevant subjects often. This will help build trust with your B2B and B2C audiences.

2.     Requires less work: all it takes is a quick glance at sites and news stories to give you the ideas you need to produce topical content. This can save time and money when creating content. It can also help with creativity when at a loss for fresh ideas.

3.     Drives seasonal traffic to multiple channels: this can increase your audience reach because your topical content can gain traction over multiple points: social media, website, emails, etc.

DISADVANTAGES:

1.     Others are posting too: your competitors are probably posting on trending topics too, all the while spinning their own take on it. This can make it harder to stand out from the crowd. It can require a lot of time, effort and money to make yourself stand out, so if this is something you can’t commit to, then you may want to shift your strategies.

2.     It doesn’t benefit the long run for SEO: it can get you more traffic to your site in the short game but trust is built over time. This is where evergreen content comes into play, which we will talk about in our next blog.

Topical content has its place in the marketing and advertising world. It can provide relevant information on current affairs and can be a way to switch it up from the mundane. Ultimately, your marketing and advertising strategies should be a mix of topical and evergreen content. How much you choose to create topical content will also depend on what your business goals are and the audiences’ you’re trying to attract. Industry standard states that a mix of 1:4 is the general rule of thumb for the topical to evergreen content ratio. The first being topical content to every four evergreen content posts. Topical content definitely has its place but evergreen content is what’s needed to keep your audience behind your brand in the long haul.

Trending: The Importance of Keeping Up with Industry Trends

Trending [tren-din] adjective: 1. Emerging as a popular trend. 2. Widely mentioned or discussed on the internet, especially on social media websites (dictionary.com). This popular term is quite new, but we’ve all heard it by now. Being a successful brand leader in your industry means being adaptable and open to change. This is why following what’s trending is important. It helps your brand understand your customer’s needs to serve them better, and if they’re happy, you’re happy. Following trends can help your business forecast the future of your industry through the use of data analysis. Seeing current trends can help you predict future trends and you won’t even need a crystal ball. You will also be perceived as leader in your field and build credibility. A brand that is not afraid of change is one that is perceived as an authority and highly respected. Be an innovator, not a follower.  If your brand keeps up with popular trends, it will help the business grow by coming up with new business and branding ideas through the consistent learning of new information. More tools for your toolbox, so to speak. This, in turn, can lead to new opportunities and conversations, where you’ll be able to take part, since you’re in the know. Don’t get caught up in awkward conversations where you don’t know what others are talking about. That’s no fun and quite embarrassing. As a brand, you can see why it’s important to stay up with current trends but how do you do it? Well, there are many ways so here are a few to get you started.

1.     Network. Regularly meet with people in your field. Conferences are great or even just a coffee with an industry connection to catch up.

2.     Social media. See what your customers are doing. Get an idea of what they’re thinking to understand their wants and needs.

3.     Sign up for email lists & publications. This is almost always sure to have current information about what’s going on in your brand industry. The more you read, the more you know.

4.     Trainings and webinars. Take advantage of these in your industry. It’s important to constantly keep learning for your business to stay relevant and successful.

5.     Keep up with competitors. What are they up to? Who are they targeting and what are they selling currently? Look at their website and social media to find out.  

Trending. Not just a cool catchy term that young kids use nowadays. It is actually important to businesses as you can now see why. Don’t get left behind in old-school methods that may have outgrown your brand. Following trends isn’t just about being hip with the cool kids. It’s about understanding your audience on a deeper level and growing exponentially as an industry leader.