As technology evolves (hi, ChatGPT 👋), copywriting will undergo several important changes in the coming years. I’ve talked to plenty of digital marketing professionals who wonder what the emergence of AI tools means for their future and how our roles will adapt as things transform.

The good news? Copywriting isn’t going anywhere. It’s a vital skill that all businesses need (and if you find a company that operates without words, our minds will be blown!). However, there are a handful of ways in which copywriting will shift over the coming years. Here are our top copywriting trends and predictions.

A heavier reliance on AI tools

You guessed it — tools like ChatGPT are all the rage now, and they’re going to stick around. With advancements in tech happening by the second, there will likely be an increase in the use of AI and automation in the copywriting industry. This could include automated copywriting tools as well as chatbots.

If you’re a copywriter, there’s no need to panic here (see our next point for reassurance). Brands of all shapes and sizes still need your help — we promise! Robots might lay the foundation of copy, but a true professional will wordsmith it into something that makes an impact. This copywriting trend is top of mind, and if you’re worried, know it won’t take over entirely. 

Increased personalization

A heavy reliance on AI tools might make things more convenient, but it doesn’t do much in terms of engaging with your audience. When a robot writes your copy, it’s not ready to copy and paste. Instead, it needs an actual human’s help to become something infused with personality (so it doesn’t sound like a robot).

With data analytics and AI advancements, copywriting will become more personalized. Brands can use customer data to tailor their messaging to specific individuals, resulting in higher engagement and conversion rates — so long as they work to make each piece their own.

Today’s consumers are more aware of marketing tactics and prefer brands they can relate to on a deeper level. That’s why copywriters need to remain authentic and transparent, creating honest and relatable content. If you’re not already personalizing your content, this is one copywriting trend worth paying attention to.

Microcopy

Microcopy refers to small snippets of text, such as headlines, calls to action, and product descriptions. As consumers’ attention spans continue to decrease, copywriters must focus on creating impactful microcopy that can quickly grab and hold a reader’s attention. Unfortunately, people often approach long-form content with a scanning mindset — they’re there to get the information they need and get out.

This copywriting trend emphasizes that how we consume content is forever changing. And if we don’t adjust our copy accordingly, we will lose followers. Look through each piece of content and ask yourself if this is something that provides value to others in a way that’s easy to digest.

The rise of visual copy

The rise of visual content on social media platforms like Instagram and TikTok is changing the copywriting landscape. Copywriters must incorporate visual elements into their messaging to grab people’s attention and stand out in a crowded digital space.

Visual copy could include various design elements such as photos, graphics, illustrations, or other visual elements used to convey a message or promote an offer. In other words, visual copy uses images to tell a story and connect with your target audience.

Visual copy is often accompanied by text, but the images or visuals are the primary focus, intended to capture your audience’s attention and communicate your message quickly and effectively. As far as copywriting trends go, though this one focuses less on words, it’s still vital should your business want to make a more significant impact.

Storytelling 

Not as much a copywriting trend as it is a copywriting staple, brands have been working to tell their story for decades. However, this copywriting element will only become more crucial in the future. Businesses that can tell compelling stories that resonate with their audience will have a significant advantage in the market.

Here are a few quick tips to help your brand better tell its story: 

1. Start with a strong opening. The opening of your copy should be attention-grabbing and draw your reader in. It could be a thought-provoking statement, a question, or a descriptive scene that sets the tone for the story.
2. Use sensory details. Add descriptive language that appeals to the reader’s senses to make your story more engaging. Incorporate imagery and sensory details to bring the story to life and make it more relatable.
3. Focus on the emotions. People connect with stories that evoke emotions. So try to make your story relatable by focusing on the feelings of your target audience.
   1. Example: If you’re selling a weight loss product, you could tell a story about a person’s struggles with their weight and how your product helped them overcome them (rather than just the number of pounds they lost). 
4. Use formatting and visuals. Adding bullet points, subheadings, and images to break up your copy will make it more visually appealing.

Telling a story in your copywriting is more important now than ever. It requires creativity, empathy, and a deep understanding of your target audience. Get clear on your story and why it’s unique so you can confidently share it online.

User-generated content

User-generated content (UGC) is a copywriting trend becoming more popular as brands realize the power of customer testimonials and reviews. As a result, copywriters will need to learn how to incorporate user-generated content into their messaging to create more authentic and trustworthy campaigns.

Collaborating with influencers, creating branded hashtags, and encouraging your audience to share their experiences are all great ways to incorporate UGC into your marketing strategy. This copywriting trend might take more work, but it’s worth it when your brand can offer social proof to back up its claims. 

Multilingual copy

Multilingual copywriting will become more important than ever as the world becomes more globalized. Brands that can communicate their messaging effectively in multiple languages will be able to reach a wider audience and grow their business.

No, this copywriting trend isn’t yet classified as a “must-have” (especially if your audience speaks the language in which you’re already writing). However, if you’re truly looking to grow and branch out, writing multilingual copy is a copywriting trend worth considering.

SEO optimization

Writing for SEO is another copywriting trend that’s only growing stronger. As search engines become more sophisticated, brands are using SEO to reach new audiences and ensure their content is in the right place at the right time. As a result, copywriters are now writing content optimized for specific keywords and phrases while still being engaging and informative.

Consider looking into tools like Semrush to stay on top of your keyword research and optimize your content for SEO. This list of platforms is also worth checking out, especially if you’re new to SEO optimization. 

Mobile optimization

Each day, more and more people are accessing content on their mobile devices. That’s why copywriters must focus on creating optimized mobile content. This includes shorter paragraphs, easy-to-read fonts, and larger buttons for calls to action.

Those who haven’t optimized their mobile website will want to do so ASAP. Check out your analytics and see where people are accessing your content. If most people look at your content on their phones, optimizing for mobile should be at the top of your to-do list.

Copywriting is evolving rapidly, and copywriters must adapt to stay relevant. But no, there’s no need to run for the hills — our jobs will still be here in a decade!

Personalization, visual content, storytelling, UGC, and multilingual copy are all copywriting trends we can expect to see in the future. And by embracing these changes, copywriters can help their clients achieve their goals and stand out in a crowded marketplace.

Need help with your copy? Our writers are all hands on deck. Take a look at our services here at Written in the Mitten, and be sure to send us a message if you have any questions!