2020 Trends in Content (Yes, it’s still king)

image:  lightwise

image: lightwise

Content. If you’re a marketer that word has become so ingrained in your head that you say it in your sleep. But everyone knows content is king, the question is, what’s going to make it the most powerful king in all the land come 2020? You can pretty much bet on these 5 royal 2020 content trends.

More Motion

As the fight for audience attention becomes cutthroat, you’ll see a greater emergence of digital motion. More content will be converted to video, .gif, and animation and even logos will get a dancing flair.

This is largely attributed to the fact that Cisco predicted that by 2020, 80% of all internet traffic will be video. Better jump on that train now!


We’ve already seen the emergence of automation in content publishing, sharing, etc. But one area it hasn’t touched yet is in content creation.

Content has always needed the heavy hand of a human touch to inject that personal brand feel. It’s human creativity that drives that relationship between brands and their audience. This will always be true, we won’t be able to completely automate content. But, we will see more shortcuts propelled by automation.

Genuity…Genuineness…More Genuine?

Consumers are smart. They can tell well brands put out content that might embody their values, but if a company doesn’t genuinely encapsulate those values, they’ll know.

Particularly, millennials. Millennials are not only one of the biggest consumer groups, but a BCG study found that for millennials, brand authenticity is second only to loyalty discounts in importance when choosing companies to support.

That being the talk, companies will have to walk the walk, not just talk the talk.

Social Responsibility

On the same token of brand authenticity is the presence of social responsibility in content. Perhaps this is due to the fact that Forbes reports that 87% of consumers said they would be willing to buy a product or service based on a company's advocacy concerning a social matter.

An ad, blog post, etc. is all well and dandy, but audiences want to see that companies are making positive change. Being eco-friendly, humanitarian, inclusive, etc. are societal trends that aren’t going anywhere, and as more companies realize this in their PR, we’ll see a surge of more social responsibility focused content.

Shiny, Happy Brand Faces

Logos, brand colors, typeface….what’s missing?

The people that make it all happen. We’re at a point where creating relationships between brands and people isn’t going to cut it anymore. As more brands fight for consumer attention, we’ll see a shift in focus. Brands will focus more on using their teams to build relationships with their audience. It’ll be actual people who create the face of the brand to drive that relationship, which we’ll see first and foremost in content.

In fact, we’re already seeing it. Large entities like Subaru, Google, Papa John’s are giving inside looks at the people behind the brand to position themselves as an organization of people, versus a recognizable brand personality.

Key Takeaway

The overarching theme for 2020 trends in content is that companies will have to shift their focus inward to and start embodying societal trends in every department. This will create authentic, genuine content that can be presented to audiences in efficient, effective, creative ways.

mikaela delia