Here are four post-pandemic digital marketing trends you need to know about

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As we move into a post-pandemic recovery period, it’s important for your business to understand the changing needs of consumers and what’s behind their changed behavior.

We’ve compiled a list of the latest digital marketing growth trends, so your business can stay on top of consumer sentiment and use them to seize new growth opportunities.

1. Fiery nostalgia calls for retro campaigns

The collective desire of years past has made people seek the comfort of the familiar in these tumultuous times, and it shows. New Top Gun: Maverick The film, released 36 years after the original, is breaking box office records. Tamagotchis have made a comeback, Oreos has launched a limited edition packaging allowing you to create your own mixtape, ABBA announced their first studio album in 40 years and many brands are indulging in nostalgia with their campaigns.

According consumer digital intelligence company Brandwatch, the volume of mention of the words “nostalgia” and “nostalgic” is currently much higher compared to the pre-pandemic period.

To hit the nostalgia jackpot in your next marketing campaign, it’s important to identify the exact themes your audience will connect with. This can be achieved by intimately understanding your audience and identifying their different personalities.

2. Skepticism in online shopping demands user-generated content (UGC)

The growth of online shopping in the wake of the pandemic has marked an increase in skepticism, leading consumers to be belief-driven and to seek authenticity from brands. Reports by Morning consultation find that Gen Z and Millennials trust the average brand less.

A survey of stackla revealed that only 19% of consumers find brand-created content authentic, while 56% revealed that they were more influenced by social media posts when shopping online than during the pre-pandemic period.

Your community is critical to building a strong UGC strategy, so engage, encourage, and be more interactive with the UGC your business gets, and you’ll inspire more engagement.

3. The future is hybrid

The impacts of the virtual on the physical have identified great signs of growth in the wake of the pandemic.

Reports from McKinsey show that businesses and consumers saw five years of progress in digital adoption in just eight weeks at the start of the pandemic.

The merging of physical and digital is set to continue as big companies like Facebook back the trend. Further away surveys reveal that 73% of event planners expect hybrid events to be more common in the future.

Today’s marketing landscape demands innovation and testing. Whether it’s a digitally immersive retail store, a hybrid event, or something as simple as an Instagram filter, your business needs to embrace the spirit of innovation to stand out. However, be sure to choose the right technology based on what will engage your customers.

4. Niche communities rise to make connections

As people yearn for more meaningful social interactions, we can see a shift from macro to micro communities across all social platforms. More than half of Facebook users are members of five or more active groups, with 98% of people who belong to an online group saying they feel a sense of belonging to that group.

As a brand, it’s important that you identify who you want to reach and where. Once you know this, take the necessary steps to create an online community on platforms such as Facebook groups, Slack channels or Discord server where your audience can share their common links.

Alternatively, you can establish your brand’s presence in an existing online community. Consider running ads in communities that allow them, or just make sure you’re adding value to the community when you post.