Trends are constantly changing and influencing the way the world communicates, interacts with products, and uses their time. Copywriting is no exception. The writing that best engages and attracts readers, alongside the writing opportunities available, change with new trends. To keep your writing relevant you need to be aware of trends and how these optimize your copywriting.
Whether for marketing content, sales pitches, or raising brand awareness, good copywriting can make the difference. Past changes in writing trends have led to digital writing, the use of listicles, and better research when writing. Staying engaging within copywriting requires not only the writing basics, but also learning from trends to improve your writing.
Typically used within marketing plans, copywriting shapes how customers or readers view various companies and businesses. It’s part of creating a brand image and identifying a brand voice that attracts the target audience. For example, copywriting for SaaS companies needs to be informative and modern, whereas copywriting promoting a local bakery may be more colloquial.
Copywriting trends help identify the brand voice that most appeals to customers and the writing they often engage with. Following and participating in copywriting trends leads to more effective exposure for your writing. It also ensures you channel your efforts as a writer into the aspects of your copy that make the most impact on customers.
When looking at current examples of successful copywriting, these trends come up consistently. Including them in your copywriting can improve your engagement and expand your reach, optimizing the work you are creating. Many of them link to other trends in marketing or content creation, showing how they reach across multiple areas and how your writing can benefit these.
When users have questions, products, or topics they want to know about, their first stop is usually a search engine. Google processes over 3.5 billion searches a day, providing users with relevant web pages from their search terms. Your copywriting needs SEO for your pages to display high up in search results. This channels more users to your pages.
SEO uses keywords within your copy to associate with search terms and boost a web page’s position on results pages. SEO tools provide keyword lists to include in your copy, as well as optimize your titles and headings for search engines. For example, a copy covering ‘how to find affiliates’ will use keywords regarding partner marketing, affiliate schemes, and incentives.
It’s estimated that by 2025, around 75% of households will have a smart speaker, increasing the accessibility and usage of voice searching. Smartphones also have voice search features, promoting hands-free usage of search engines. This changes how users approach your copywriting, meaning the appearance and format of your writing has less impact.
However, the words used and anticipating how they will sound through voice searches becomes more important. Instead of titles and headings being keyword focussed, framing them as common sentences that users use in voice searches yields more success. This makes your copywriting more understandable, not relying on visual cues that voice searchers can’t interpret.
As more than half of the world uses social media, there’s no escaping its influence on everything from what and how we buy, to the content people engage with. However, different platforms require adapting your copywriting to its preferences, displaying as video content, infographics, images, or influencer content.
Research the platform you’re copywriting for. Videos are popular on Instagram and TikTok, requiring casual toned scriptwriting. Alternatively, Facebook or LinkedIn use copywriting for longer formal posts or links to copy on other websites. Tracking social media, within your low cost digital marketing strategy, also indicates other popular topics, phrases, and marketing types to integrate into your copywriting.
In 2020, an estimated 155 million listened to podcasts in the US. New episodes are constantly released and new podcasts launched. Consumers are engaging with audio content, requiring a different style of copywriting to reach them. Hundreds of topics are covered as podcasts, with many brands having their own. So adapting your copywriting for podcasts can create a new channel to attract people.
Podcasting also relies less on written copy and more on scripts or episode plans. Becoming familiar with these types of copy and writing them provides new skills that are sought after to market products. As with written copy, breaking the content up with headers or lists can make the topic easier to follow and more engaging for customers.
There is growing demand for scriptwriters, as content that engages through audio or video gains popularity. Platforms such as TikTok or YouTube, when used for business, use videos of varying lengths to attract customers and provide information about products. Likewise, podcasting channels or interviews discussing products and industry changes with a conversational tone.
Depending on the platform, and the channel sharing your content, different requirements for your scriptwriting will be necessary. Conversational podcasts look for some freedom, outlining the basics but giving the speakers freedom to ad-lib. Alternatively, informational videos explaining the software bug definition or demonstrating statistical analysis features may need specific vocabulary included.
In recent years, webinars have become a key part of marketing efforts for 95% of respondents. Webinars allow customers to engage with a brand and learn more about available products. This stage in the customer journey translates customer interest into purchases. Having the right copy throughout the webinar can make these conversions happen.
Copywriting for webinars covers a range of elements, not only scriptwriting, but also creating presentations, handouts, or other promotional copy. This entails a range of skills to be learned and practiced to create appealing copy that aids concentration in webinar meetings. Copywriters can focus on writing one element or develop cohesive materials used throughout the webinar.
When building trust with customers, sharing testimonials can be an effective tool. These come from previous customers and clients, business partners, as well as employees of the business. Each testimonial tells a story of your brand verifying that the business is what it claims to be. Copywriting tells these stories effectively, interesting potential customers.
Testimonials add to the brand image, highlighting notable elements of the business that customers should know about. When writing them, your copywriting should adapt to the tone and voice of the reviewer, being authentic to them. This also applies when writing case studies, cataloging positive experiences from a range of perspectives.
Content marketing is one of the main methods of marketing, often relying on blog posts. These are either on the business's blog pages or guest blogging on other websites. For readers, blog posts provide information, entertainment, or inspiration. It also shows off the expertise of the author, builds up the reputation of your business, and advertises products to customers.
The length and type of blog post influence your copywriting significantly. Shorter pieces cover topics briefly, focusing on one or two main points. Longer form articles can involve in-depth research and explanations, covering complex ideas or creating a comprehensive guide to a topic. These can both include keywords to build SEO through gaining organic traffic.
Artificial intelligence technology is being integrated into every industry. With copywriting, this generates copy as well as schedules, shares, and improvements. Often, AI automates tasks to reduce workload or identifies patterns to optimize tasks. Likewise, AI is often used in the best affiliate tracking software, showing the effect of partnership schemes on content traffic.
AI technology assists copywriters, rather than replaces them. AI tools save time and include necessary features when composing rough drafts. This is reviewed by copywriters, adding personal touches and checking for clarity. Alternatively, AI measures the impact of your copy, both once published and before. This shows copywriters where improvements can be made.
Consumers love to see themselves in the marketing targeted at them, whether through the models or influencers promoting products or the products themselves being suited to their needs. Taking a data-driven approach to marketing content allows businesses to personalize suggestions, using segmentation to market to similar customers.
Personalize your copywriting by knowing your target audience and why they read your content. Identify their pain points, lifestyle, or interests to tailor your writing to emphasize these and how various products or businesses provide a solution. Calls to action ask readers for a response, boosting interaction with your copy and creating business conversions.
Keeping up with the trends can provide insight into what works well and where the future of copywriting is headed. Some trends may require new skills or using the best affiliate marketing tools to improve your reach. However, these make your copywriting more adaptable for a range of projects and attract users to your writing without additional effort from you.
Tracking and engaging with every trend can be difficult and lead to constantly changing your writing to suit them. However, picking out a few that most appeal to the writing you enjoy doing can help your copywriting gain more success. Equally, gauging the types of writing the businesses you work with are looking for can show what types of copywriting are needed, helping you to take your writing to the next level.
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