Marketers Must Learn to Anticipate Content Trends

Every company, regardless of size, knows they must advertise if they are to grow. Yet with all the money that is being spent, it is increasingly difficult to get your message to the right audience. This is where it pays to be anticipatory. Using the systemic method outlined in my Anticipatory Organization Model, you can ready your organization for the disruptive transformations ahead.

Do you remember when MTV was the best way to get in front of the teen and young adult audience? Once mobile technology became popular, it didn’t take long for that age group to be on the move.

In no time, videos were streaming on iTunes. Though teens continued to watch, viewership dropped. Then came instant messaging, followed by social media. For a time, Facebook gave advertisers their niche audience of young consumers congregated in one place.

That is until Snapchat and Instagram came along.

To add to the challenges of the last couple of decades, smart speakers are now in about one-quarter of U.S. homes, and podcasts are gaining popularity. In fact, about 50 percent of households now say they listen to podcasts, with a majority of them joining the trend in just the last three years.

According to, 38 percent of listeners are age 18-34, and 64 percent listen on their smartphones.

What’s Next in Target Marketing?

As technology-driven change changes direction, it is easier, and far more profitable, to change direction with it. “It’s easier to ride a horse in the direction it is going.” That’s what my grandfather told me as a little boy working with him on his farm in Texas.

Every company, regardless of size, knows they must advertise if they are to grow. Yet with all the money that is being spent, it is increasingly difficult to get your message to the right audience.

This is where it pays to be anticipatory. Using the systemic method outlined in my Anticipatory Organization Model, you can ready your organization for the disruptive transformations ahead.

Three Hard Trends and Two Tech Trends to Watch

In my work as a technology and business futurist, I have found the most effective way to approach becoming an AO is to focus on demographics, government regulations, and technology. In addition, it is always good to know which consumer technology trends will stick around. I call these Hard Trends (as opposed to Soft Trends, which may come and go).

  • Demographics drive opportunity. There are nearly 80 billion baby boomers in the United States. Not a single one is getting any younger—a definite Hard Trend.

  • Government regulation is a constant. As a general rule, will there be more or less government regulation in the future? Of course, there will be more, and that’s true regardless of the industry or organization. That’s also a Hard Trend.

  • Technology will continue to grow. From the ever-increasing functional capabilities of our smartphones to the growing use of 3D printing, technology is inevitably going to become more functional, more sophisticated, and more widespread. That’s another definite Hard Trend.

  • Multi-layered media is here to stay. According to research, our attention spans are shorter than ever, and consumers demand instant gratification and quick fixes—not a litany of product features and benefits.

Today, content channels such as social media, Apple Watch, and Google Home provide the perfect vehicles for interactivity at any time, in any place, and with any person.

  • Consumer attention is likely to stay at a premium. At least for the foreseeable future, multi-layered media is here to stay. Consumer attention remains at a premium.

Advertisers know the harsh reality: Running an ad on a major television network and supplementing it with web banner ads is no longer a guarantee of reaching the audience.

If you use my Hard Trends Methodology to look ahead to the future of marketing, you’ll be able to anticipate the fast-moving innovations to come. New devices are likely to be developed, and their connectivity doesn’t show signs of slowing any time soon.

Learn to be anticipatory—start with my book, the Anticipatory Organization, available on

How to Grow Your Instagram Followers in 10 Days


With more than 800 million users and their endless engagement time, Instagram is the place to be for online campaigning of various businesses.

When the expert marketing teams plan to extend their outreach, they need a platform where maximum customers can be found at one place. And the popular social media sites such as Instagram, Facebook, and Twitter have helped such businesses to flourish and change their market position with planned online campaigning through these channels.

We are talking about Instagram today because people are increasingly joining this social media platform and following various business programs to keep themselves updated with the market phenomenon.

We have got some infallible ideas for you to grow your Instagram followers that will help in taking your business to new levels:

Use new and less popular hashtags

Photo by Jon Tyson on Unsplash

We often see people rigorously using hashtags to spread the word on Instagram. If you go on to use the common, highly used hashtags such as #outing, #mom, #friendship etc, you will probably end up being one among the millions of others. You need to get yourself noticed and applauded for increasing the number of followers for your business. What is needed here is some community-specific and targeted hashtags which are unique yet easily acceptable! There are free tools available online that help you in searching and choosing hashtags according to their search volume. Find out the most appropriate hashtags for your business which have not already become a fad.

Follow and Like people who belong to your Community

Photo by Allef Vinicius on Unsplash

As we mentioned about the hashtags, the requirement is to be community specific. For example, if you are selling diapers and baby products- only the segment of new mothers will be your prospective customers. There is no chance that the teenagers or college going youth will buy those products!

Therefore, we advise our readers to be community specific. It saves a lot of your time and efforts. Start following more people related to your community and like their photos often. Start commenting on at least 8–10 pictures in different accounts and try to mention about your product or service being direct or indirect. Give some genuine problem-solving advice to let people know the intellect associated with your business. It will help you to come in notice of a few users every time you comment and thus get some followers too. It also helps you to become more approachable and be findable in random searches.

Engage people through contests, quizzes, and polls

Photo by Jason Leung on Unsplash

People spend a lot of time on the online quizzes and contests. If you have some quirky idea for running a contest for your business, just go ahead. Even the simplest of the contests will draw thousands of followers if your approach is right. People like to test their abilities and get rewarded for their acumen. You can ask the participants to repost your pictures or posts and use your hashtags for a better outreach. The best part about such contests and quizzes is that you do not have to give away huge rewards. Something very simple such as a gift bag or online gift card will do the magic. You can even bag some sponsors to fund your contest if you want to make it a big scale promotion.

Tell your story through videos

Photo by Tim Mossholder on Unsplash

Although Instagram is a photo sharing platform, it evolves with the changing trends. These days’ people are telling their stories through videos and live streaming sessions. Many people are drawing huge following through their DIY and live counseling sessions which have instead become a trend. People hire trained videographers to shoot their stories and share them online.

Convert your story into a video and try to keep it crisp and entertaining. Trending videos are watched and shared more often. Use your brand icon in the video thoroughly. And do not forget to add “call to action” to tell the viewers to follow your account at the end of the video.

Link your Instagram account with other social media platforms

“An phone with the Facebook app open next to Scrabble pieces arranged in the words “social media”” by William Iven on Unsplash

Just like Instagram, most of the people and brands also exist at Facebook, Twitter, and LinkedIn. If you already haven’t marked your presence there, it is the time to enter these platforms too. Link the accounts to each of your platforms so that you do not miss on the prospective buyers through any of these. Facebook supports various features of Instagram. If you interlink them, you can draw many followers from Facebook to your Instagram account.


Although it looks simple, when we get into the real business we realize that it is not “so easy” to be successful with social media. People do not follow you just because you exist. You need to be unique and creative with your content ideas to be followed by people. Use our advice and keep working hard- with time and patience you will see the desired results.