If I got paid every time I write an article about copywriting trends, then I would definitely be homeless between the tracks – this is so little useful business. But today I will try to tell you about three things that are obviously gaining momentum and will soon whistle from every iron.
It’s the same with trends – either you manage to ride them, or they jump by. Let’s try to saddle.
During my youth, everyone wanted to make their own popular blog or media based on The Village model: with headings, longreads and funny things. Everyone was estimating the cost of a designer and developer’s work on a large full-fledged website. But now you shouldn’t even think about it. Micromedia is catching their star in 2021.
Micromedia is a text block on Instagram. Usually, posts in them are formed into a carousel of pictures: the first one attracts attention, the rest are typeset by a paragraph of the text.
For micromedia, you no longer need a website, designer, editor-in-chief and anyone else. Anyone can create such media: pictures are easy to make up in a free editor, text can be written independently.
As it becomes more difficult to create conventional media, and Instagram is becoming more and more clearly the main social network in the world, the number of micromedia will only grow. Don’t yawn – create your own now or learn to write well for those that already exist.
Usually micromedia is created on Instagram, because now Instagram has become the number one social network in the world, and its role will only grow. It is more difficult to build micromedia in other social networks, in part due to the fact that “insta” gives more opportunities due to the graphical presentation of content.
Texts are constantly circulating on the Internet to determine the psychological age, but I’m talking about other tests (or rather, about quizzes). Quiz is a way to repackage information into a game form and achieve extremely high engagement and readability of the material.
A regular test invites readers to test their knowledge. Quiz – teaches without punishing for incorrect answers. Each question is followed by a skip, from which the reader learns the correct answer and receives a handful of information on the topic. After 8–12 questions and answers, he already receives an amount of information comparable to the average article.
Quizzes work very well on both desktop and mobile – they can be clicked, being distracted by your business and then returning to the next answer.
However, writing a good quiz is not easy. You need to correctly combine “hard” and “easy” questions, be able to neatly joke with a particularly stupid answer. But the result pays off: a good quiz forms the right attitude towards the brand and sells.
A few years ago, every second request to a copywriter sounded something like this: “We need a good page” About the company “, help!” Now the demand for the same type and orderly boring pages is changing – now companies want to talk about themselves in manifestos.
The manifesto does not emphasize advantages, it forms a picture of the world. Through the manifesto, the company declares, “There is peace with other companies that operate like this. And we are different, we work differently. This is how everything is arranged with us. “
Unlike the pages “About the Company”, which try to inspire confidence with their seriousness, the manifestos are written deliberately pretentious, defiant (the editors talk about the “swing principle”: the text swings from the inconveniently arranged current world to the wonderful world in which the author lives or wants to live) …
From an editorial point of view, writing manifestos is difficult. However, they work well and are great at attracting a passionate audience that is looking not just for a product or service, but also for an opportunity to join “their own”.
I believe that in the future there may well be a separate specialization “author of manifestos”. Maybe you will become such an author – who knows?
And what will happen next?
To be honest, I don’t know – I can only speculate (but I’ll warn you right away that my assumptions should be viewed not as predictions, but as fantasies).
- I think that medium-sized texts will disappear from sight. There will remain long texts that will play the role of operating instructions for our parents – they will be consulted in case of important situations. And there will be many, many short texts. We are already seeing this trend with the advent of micromedia and microlearning (these are courses that last literally 10-15 minutes, and one lesson in them lasts a maximum of one minute).
- I would also bet on the growing role of “media through personality”. Famous people will start creating their own news feeds and broadcasting their agenda. Already now, Ilya Varlamov is not a person, but an information brand: he publishes a dozen popular formats, writes news with his own editorial staff. Who knows, maybe in a couple of years Morgenstern Media will replace it?
- Well, and finally, I predict the growth of social topics and new media, formats and even a new language that will describe psychology, desires, relationships, role in the world and life. In the mid-2010s, a trend emerged in T-Z-like media. In the mid-2020s, there will be a trend in the media about pop psychology (and thank goodness).