There are certainly many ecommerce content strategy trends out there that add genuine value. From video content to personalised guides, many trends will enhance your strategy. That’s not to say that all trends are worth following. A very common ecommerce marketing mistake made by online stores is blindly following trends, without stopping to think about where the trends add value. Some of the current trends have helped etailers grow. Others have only worked in certain niches. Many ecommerce content strategy trends are being followed by larger numbers of online stores, adding even more to an already competitive market.
The Problem With Ecommerce Content Strategy Trends
The problem with blindly following every trend that comes along is that they may not all deliver results. Content evolves all the time. What is on trend now may not be tomorrow. There’s also a lot to be said about having a solid ecommerce content strategy in place that is based on best practices and genuine results. Some of the trends that you may want to avoid right now include the following:
1. Jumping on the bandwagon
To use an old saying, just because everyone else is doing it, it doesn’t mean that you should, too. Whether it’s completing challenges on video for fun and likes or campaigns that have to seriously stretch to suit specific holidays or events, bandwagons are very dangerous for brands. You may think that your upmarket hand-crafted furnishing store can pull off a Jerusalema dance, for example. You may get a lot of likes and shares. But you may also end up with a video campaign that does not come close to suiting your overall strategy. People visiting your social pages may see that video and make assumptions about your brand without scrolling to see your personalised campaign on winter furnishing trends, for example.
2. Overdoing influencer marketing
Influencers are still big but they’re very slowly on their way out. Influencers in themselves are not a problem… assuming they align with your target audience, brand image and niche. You could have decor bloggers sharing posts featuring your luxury linen range, for example. It’s important to remember that in many cases, influencers do not only showcase one brand. Some of those brands may be competitors. Others may be budget, mass-produced furnishing stores that don’t share your bespoke nature. Consumers are also bombarded with constant influencer posts, many of which come across as ads. This means that your audience may be put off by yet another product plug. If you’re going to take the influencer route, go with micro-influencer campaigns and choose your influencer very, very carefully.
3. Creating tone-deaf campaigns
We’ve written an entire article about this one. Tone-deaf campaigns are sadly far more common than we like to think. One reason for this comes back to jumping on the bandwagon. Trying to force a message on gender-based violence onto your luxury furnishing brand makes little sense. Likewise, accidentally creating campaigns that alienate a large portion of people (whether or not they are your target audience) is never a good thing. You can wish customers happy holidays, incorporate relevant holidays and deals for days such as Mother’s and Father’s Day, and bring up topical issues… but only if they apply to your store and your customers. For your home furnishing store, you could do a campaign on lockdown home essentials, for example.
Ecommerce Content Strategy
This is why a strategy is essential. Without a strategy, you are shooting in the dark. You will battle to keep your content relevant and be at risk of choosing trends that don’t work for your brand. Plan and follow an ecommerce content strategy and you’ll be able to stay on track and see results.