Today’s content publishing is evolving into interactive forms for the user. Brands are turning to live video, polls and augmented reality experiences to engage their audience in the most effective way possible.

This aligns with the concept of immersive experiences, where brands seek to provide unique and unrepeatable experiences, using technologies such as virtual reality and augmented reality.

Today’s consumers expect personalised experiences, which is why brands are using user data to create user-specific content, products and offers to ensure they increase customer satisfaction.

It is also worth noting that user-generated content is gaining ground in the digital environment. Brands encourage their customers to create and share content related to their product or service to build an online community and increase brand credibility.

This type of marketing remains one of the most widely used tools. Brands collaborate with content creators to reach specific audiences and build trust in their products and services.

Still, it is an environment where consumers are paying close attention to the ethical practices of brands, so it is important for companies to be transparent in their actions and communications to gain trust and loyalty from their customers and followers.

The use of voice assistants (Siri, Alexa, Google Assistant) is growing and brands are optimising their content for this type of search and developing specific strategies to reach users through this channel.

This current trend reflects the need to adapt to changes in the way consumers search for and consume information online.