What Emerging Digital Channels Should Brands Consider? #

Staying ahead of emerging digital channels is essential for brands looking to remain competitive. As consumer behaviors shift and new technologies evolve, businesses must explore innovative platforms and strategies to connect with their audience. This entry discusses key emerging digital channels that brands should consider integrating into their marketing strategy to stay future-proof.

1. Social Media Platforms Beyond Facebook and Instagram #

While Facebook and Instagram remain dominant, newer platforms are quickly gaining traction. TikTok, for example, has experienced explosive growth, offering brands a unique opportunity to reach younger, highly engaged audiences. Its short-form video format encourages creativity and authenticity, making it ideal for brands looking to build connections through entertainment and storytelling.

Platforms to Explore: #

• TikTok: Great for short-form videos, challenges, and viral content.
• Threads: A new text-based platform from Meta that offers real-time engagement opportunities.
• Snapchat: Continues to evolve, particularly with AR features that brands can leverage for interactive experiences.

By exploring these platforms, brands can engage with different demographics and increase their online visibility.

2. Voice Search and Smart Speakers #

As smart speakers become more common in households, voice search is becoming an important channel for brand visibility. People are increasingly using voice commands to search for information, make purchases, and even order food. Optimizing content for voice search is crucial for brands that want to ensure they appear in these conversations.

How to Leverage Voice Search: #

• Optimize for Conversational Keywords: Voice searches are often more conversational than text-based queries. Focus on long-tail keywords and natural phrasing.
• Create Audio Content: Podcasts and other audio formats are gaining popularity. By creating high-quality audio content, brands can capture an engaged audience.

Optimizing for voice search helps brands stay accessible to consumers using smart devices to find information.

3. Augmented Reality (AR) and Virtual Reality (VR) #

Augmented Reality (AR) and Virtual Reality (VR) are reshaping how consumers interact with brands. AR overlays digital information onto the real world, allowing for immersive experiences, while VR transports users into entirely virtual environments. These technologies offer powerful opportunities for product demonstrations, virtual try-ons, and immersive brand experiences.

Ways to Integrate AR/VR: #

• Product Demos: Brands can use AR for virtual product try-ons, allowing consumers to see how products will look in real life.
• Virtual Showrooms: Retailers can create virtual stores where customers can browse products in a fully immersive environment.
• Interactive Ads: Brands can create engaging ads that allow users to interact with their products virtually.

AR and VR offer exciting, innovative ways to engage customers and create memorable brand experiences.

4. Messaging Apps and Chatbots #

Messaging apps like WhatsApp, Facebook Messenger, and even emerging platforms like Discord are becoming increasingly important for customer service and sales. They offer brands a direct and personal way to communicate with consumers. Chatbots, powered by AI, are also becoming a valuable tool for automating customer interactions and improving user experience.

Benefits of Messaging Apps & Chatbots: #

• Instant Communication: Provide quick responses to customer inquiries, building trust and improving satisfaction.
• Personalized Service: Messaging allows for tailored interactions, enhancing customer loyalty.
• Sales Automation: Chatbots can assist in guiding users through the buying process, from answering questions to completing transactions.

By using messaging apps and chatbots, brands can provide fast, personalized service that enhances customer experiences.

5. Ephemeral Content #

Ephemeral content refers to short-lived content, such as Stories on Instagram, Facebook, or Snapchat, which disappears after 24 hours. This type of content encourages more frequent and authentic interactions. Brands can use ephemeral content to create a sense of urgency and exclusivity around promotions or announcements.

How to Use Ephemeral Content: #

• Exclusive Promotions: Share limited-time offers or flash sales that encourage immediate action.
• Behind-the-Scenes Content: Give followers an authentic look at your business operations, products, or team members.
• Polls and Q&A: Engage your audience with interactive features like polls or question stickers.

Ephemeral content fosters a sense of intimacy and urgency, helping brands build stronger connections with their audience.

6. Influencer Marketing 2.0 #

Influencer marketing is no longer just about celebrities. Today, micro and nano influencers (those with smaller but highly engaged followings) are gaining importance. These influencers have built trust with their niche audiences, making their endorsements more authentic and effective. Working with the right influencers can help brands connect with their target audience in a more personal and meaningful way.

Key Influencer Marketing Strategies: #

• Micro and Nano Influencers: Collaborate with influencers who have smaller but dedicated followings.
• Authentic Content: Allow influencers creative freedom to ensure their content feels genuine and aligns with their personal style.
• Long-Term Partnerships: Instead of one-off promotions, focus on building long-term relationships with influencers for sustained brand visibility.

Influencer marketing can help brands reach new audiences and create more authentic, organic connections.

7. Interactive Video Content #

Video content is one of the most engaging formats, but interactive video is taking it to the next level. Interactive videos allow users to make choices during the video, influencing the content they see. This type of content fosters deeper engagement and provides a unique experience for viewers.

Ideas for Interactive Video: #

• Choose-Your-Own-Adventure: Allow viewers to make decisions that affect the video’s direction, creating a personalized experience.
• Shoppable Videos: Let viewers purchase products directly within the video, making the shopping experience seamless.
• Polls and Quizzes: Include interactive elements where viewers can participate in live polls or quizzes during the video.

Interactive videos enhance user engagement by allowing them to actively participate in the content.

Conclusion: Embrace New Digital Channels for Future Success #

As digital landscapes continue to evolve, brands must explore and adopt emerging channels to stay ahead. Social media platforms, voice search, AR/VR, messaging apps, ephemeral content, influencer marketing, and interactive video all present valuable opportunities for growth and engagement.

To remain future-proof, brands should be proactive in incorporating these emerging digital channels into their marketing strategies. By staying flexible and adaptable, businesses can continue to build strong, lasting connections with their customers.

If you’re ready to explore emerging digital channels and take your brand to the next level, email Ikonik Digital at [email protected] for expert guidance and support.

Glenford Scott

Glenford Scott is the Founder & Director of Ikonik Digital, a performance-driven marketing agency helping brands scale with strategy, storytelling, and smart execution.

With years of experience driving results across industries, from hospitality to education — Glenford specializes in turning clicks into customers and ideas into revenue.