3. TREND ANALYSIS
"Screen-free Media"
“Screen-free Media” is a Trend that has been predicted by Carat Trend 2021. This trend includes the unexpected increase in voice and audio from the Covid-19 Pandemic (Carat, 2021). Digital audio is a growing area for advertising because of its creativity, for example, Spotify is trialling advertisements that consumers can interact with (Carat, 2021).
There has been an increase in content with the boom in podcasting as their popularity has increased with brands featuring celebrities in their shows (Carat, 2021). Although this is a trend that was identified in 2021, podcasts have now become one of the most popular forms of audio entertainment in the UK (Shareable Ltd, 2022). Podcasts have been proven to help grow an audience and establish a close relationship with brand listeners (Prins, 2022). However, for podcasts to be the most successful podcasters need to keep up on top of relevant trends to gain the most engagement (Prins, 2022). Brands have already taken advantage of this trend, for example, brands such as Pretty Little Thing launched their “Behind Closed Doors Podcast” in 2019. Their podcast focuses on connecting to their audience in different ways with no subject off-limits, different influencers and celebrities are featured in each episode (Prettylittlething.com, 2022). Pretty Little Thing has catered to all of its target audiences and fully embraced this trend by publishing it on iTunes, Spotify, and even as a video on YouTube (Prettylittlething.com, 2022).
(Prettylittlething, 2022)
It is predicted that brands will invest further into creating unique voice profiles, to improve engagement and make their brands memorable (Coderus, 2021). It is suggested that brands should develop audio strategies to give themselves a distinctive voice or sound (Carat, 2021). Brands such as Colgate have also already taken advantage of the “Screen-free Media” Trend them (Campaign Asia, 2021). Colgate saw an opportunity to stand out within the oral care sector, they created a distinctive sound, and logo for a sonic identity by using voice (humming) for consumers to identify them (Campaign Asia, 2021).
(Teope, 2021)