The top user engagement strategies for 2016 follow the biggest tech and consumer trends in the industry.
In today’s omnichannel marketing world, you need to be able to follow customers from screen to screen and moment to moment. Your content must be informative, entertaining, and influential. And your user engagement strategy must be able to compete in a fragmented, complex ecosystem.
To engage users in 2016, it’s necessary to examine the top trends of today and anticipate the changes that are just around the corner.
The Top User Engagement Strategies for 2016
Here are the top tech and consumer trends that will shape the way you engage users in 2016 and beyond:
Mobiles are the go-to devices around the world.
Both B2C and B2B users navigate from a mobile-first mindset. To capture and engage these consumers, every user engagement strategy must be mobile-centric:
- Websites must be mobile-friendly and they must be small enough to load quickly.
- Content must be optimized for smaller screens.
- Apps must be designed for streamlined usability.
User engagement strategy for 2016 – Engage users with a mobile-first or device-agnostic strategy. Ensure that content is friendly, informative, entertaining, and engaging, no matter where customers are in the funnel.
Video, infographics, and images are the most engaging content formats.
Instagram exploded for a reason: people love pictures. The photo-sharing site that skyrocketed into the social media sphere has redefined the way people share with one another online.
Other trends in the social networking sphere demonstrate how and why user engagement must evolve past blogging:
- Facebook introduced its own native video service to rival YouTube. And the company’s recent experiments with immersive advertising – a complete experience that can include everything from video to interactive elements – show an unmistakable trend away from text-based interactions. Zuckerberg has even predicted that, in the future, the majority of social sharing will be video and images.
- Twitter has also introduced a native video platform.
- Pinterest, like Instagram, is almost exclusively image-based.
- Snapchat is a newcomer to the stage, but it has hit the younger crowd like a storm. Like most other social networks these days, it has become a truly multimedia platform, offering texts, photos, video, and audio.
- LinkedIn’s SlideShare has become a hugely successful complement to the professional network. Like infographics, SlideShare presentations combine images and text into compelling narratives and communiques that users find engaging and useful.
User engagement strategy for 2016 – Engage your target audience based on their content needs. Usually, this means finding the right ratio of text and visual information to communicate to your users.
Data science has made it necessary for businesses to adopt engagement solutions that are programmatic, predictive, and automated.
Personalization on a mass scale is only possible because of data science. Big data made granular gives businesses the ability to segment and understand user personas, enabling precise levels of personalization.
Content recommendation, product recommendation, and personalized advertising, for example, can offer companies a significant competitive advantage. Industry-leading analytics firms work hard to develop solutions that allow companies to develop highly detailed pictures of their customers and users.
The result is engagement optimization solutions that drive traffic, keep users on-site, and improve the bottom line.
User engagement strategy for 2016 – Stay on top of all automation solutions, such as content promotion networks, content recommendation systems, user engagement toolsets, programmatic advertising, analytics, and so on.
User behavior is becoming routine, predictable, and moment-oriented.
Twitter recently introduced its Twitter Moments, a concept that is reflected and echoed in the marketing industry’s concept of moments.
People’s online behavior is oriented to the momentary decisions being made as they make purchase decisions, realize they need a solution, share something on social media, research a product, and so forth.
These moments are becoming habitual, and they are defined by people’s daily routines and usage patterns of technology.
In 2016, the online landscape will continue to become more competitive, so brands will need to capitalize on these moments as much as possible. The multi-dimensional customer journey, which takes place across devices, platforms, and channels, may be fragmented and elusive.
But the effective marketer will learn to navigate this complex ecosystem to deliver the right content at the right moment.
To understand and make the most of these touchpoints, marketers need to utilize the right data and the right automation solutions, as mentioned above. Doing so will ensure that marketers can engage customers at these moments, delivering the right content in the right context.
User engagement strategy for 2016 – Understand user behavior and usage patterns so you can engage at the right moment and in the right way.
These top trends have been emerging over the past few years, and they will continue to define the industry next year. Every user engagement strategy in 2016 should stay on top of these trends if they want to stay ahead of the curve.