AR has transformed how consumers experience products online. Rather than merely browsing, users can now virtually “try” products, such as testing makeup shades or visualizing furniture in their homes. This offers a level of interaction that helps reduce hesitation in purchasing.

With diminishing attention spans, short-form videos have proven highly effective. Platforms like TikTok and Instagram Reels offer bite-sized, engaging content that audiences can digest quickly, keeping brands top-of-mind.

Ephemeral content, such as Instagram Stories, builds exclusivity and prompts users to engage immediately. This format is excellent for showcasing time-sensitive offers, flash sales, or sneak peeks.

Consumers increasingly favour brands that align with their values, especially around sustainability and transparency. A brand that actively shares its commitment to ethical practices can gain trust and loyalty.

Livestream shopping combines shopping with entertainment, providing a unique, interactive way for consumers to explore products. By showcasing items in real-time and answering questions live, brands can create an experience like in-store shopping.

As voice search grows in popularity, optimizing content for natural, conversational language can improve discoverability. This trend is particularly important for reaching audiences that rely heavily on voice-activated devices.

AI-powered tools now assist brands in streamlining the creative process.  This helps brands maintain a steady presence without sacrificing quality, as AI can support everything from video editing to content suggestions.  Care must be taken when using AI for content generation, particularly website content.  Google’s E-E-A-T framework used in content rankings must be satisfied for SEO and this demands content that is not only satisfying the framework, but original in source.

With increased awareness of the mental health impact of social media, brands that prioritize digital well-being can foster a healthier relationship with their audience. Features like encouraging breaks from social media or supporting mindful content consumption reflect a brand’s concern for users’ well-being.

In response to growing concerns over data usage, brands need to be transparent about data policies. Clear communication on data privacy not only builds trust but also aligns with users’ expectations for control over their personal information.