What Man Buns Taught Me About Reaching Audiences in 2016
Jared Leto, Jake Gyllenhaal and David Beckham all rocked the man bun in 2015. This trend was one of three that Google Think profiled in research about how people search for hair care online. The other two: gray hair and braids.
The research showed that people were searching for hair care in the moment. So guys are searching for inspiration, how-to and advice on the perfect man bun from their phones while they’re getting ready. Google and many other marketers call these micro-moments, and they’ve been a hot topic for the past year in marketing. And the micro-moment concept can also inform strategies for public affairs and communication in 2016, when issues, candidates and companies are top of mind. Here are a few ideas to try:
In an election year, there’s a lot to keep up with and a lot of rhetoric to weed through. People will turn to search engines to help keep the facts straight. If campaign issues affect your business, you have to get quality content out there to explain your side of the story. Consider creating “cheat sheets” that boil up the key facts on issues. Use these as content on social media and your website to raise your content in search results.
With more searches come more search results. How do you cut through the clutter? Paid search is a cost-effective way to make sure your content appears at the top of searches directly related to issues that matter in your business. Another benefit: Promoting your content pushes down content that might be unfavorable.
Video performs well on search, in part due to Google’s ownership of YouTube. Videos are also engaging – and easy to watch from your phone. Consider creating short videos to explain concepts or initiatives, either with animation or in an interview-style shoot.
Reaching audiences in 2016 is going to be challenging, but it will be important too. Try these tactics to get quality content in front of people when they’re using search to keep up – whether they’re trying to keep up with important issues or the latest hairstyle.