Social media has had an enormous impact in today’s digital marketing landscape.
83% of all marketers have already taken advantage of social media marketing to increase their sales and boost their brand identity. With these figures, it is safe to say that social media indeed is one the most indispensable tools in marketing products and services in today’s competitive market. And os we approach 2017. its popularity among marketers is expected to boost up, making other sales methods to be obsolete or inappropriate in today’s digital environment. Ramp up your social media marketing strategy as we present to you some of the trends that we are likety to witness in 2017 and beyond.
1. Live Streaming Video
Video shanng site YouTube is still the top contender today in terms of number of video content being uploaded and viewed every day- with 4814 of marketers Planning to add VouTube to thew content strategy in 2017. But 12 years after it was founded. and with the introduction of smartphones. almost all the people are now able to use their device to capture live event and share it to their social media followings real-time. Twitter’s Periscope – Facebook ‘Live” – Instagram’s Stories are there of the live streaming services that social media network offers to its ax free of charge. giving businesses great opportunity to present their products and services to their followings in a more transparent, creative, and timely manner
2. The Rise of Chatbots
Chatbots have been generating a lot of buzzes this year, and there is a valid reason for that. For the uninitiated, a chatbot, according to Chatbots Magazine, is a service powered by rules and sometimes artificial intelligence, that a person can interact with via a chat interface. One of the best example that gaining attention nowadays are the chabots that are embedded within Facebook Messenger.
Though people think that chabots were made to add entertainment value in chat services, Facebook and other social media networks are already using these to automate tasks and assist in data retrieving process.
They can also be used to improve the customer experience by responding to various queries by the user. Mark Zuckerberg have already announced that third parties could use the Messenger to create their own personal chatbot.
And in 2017, we are like to witness business to take advantage of this to establish a strong relationship with their customers and followings online.
3. More Expiring Social Content
Snapchat, which currently have 150 million daily active users can be said to be the one who popularized the concept of short-lived content m the web – those videos or Images that disappeared after the visitor has viewed them.
This was further extended when Snapchat rolled the update to their platform called “Stories” which extends the life of the content for 24 hours. And just recently, Facebook-owned mobile photo sharing and social networking site Instagrant which hit the 500 million monthly users mark this year, have adopted this feature of Snapchat and called it Instagram Stories.
Judging from this fact we can say that there is a tight competition between the two platforms and we are likely to see the usage of both in the digital marketing campaigns next year and beyond
4. Merging of Social Media Platforms
These past few years, we’ve seen a lot consolidation between different social media platforms Facebook bought WhatsApp, Instagrarn and Oculus Rift. Twitter acquired Periscope. And just recently, tech giant Microsoft paid $27 BILLION to buy the professional-oriented networking site Linkedin.
In 2017, expect to see more of this acquisitions as more tech and social startups struggle to enter the mainstream.
For marketers it is wise to watch out for these consolidations as it will immensely affect the performance of social media channels you have chosen to distribute your content.
5. Harder Acquisition of Organic Social Traffic
Another shift that social media marketers may see coming in 2017 is the increasing difficulties in gaining organic traffic from social media sites. Getting noticed in the digital sphere was so simple way back then: Grow like on Facebook and followers on Twitter by posting updates on a regular basis. But that tactic is already getting obsolete. Most of the social media networks have changed their algorithms as they already removed chronological timeline updates – making your business almost invisible unless you implement their paid ads.
This means that marketers must not only rely on the power of social media to drive organic traffic to their sites, but rather pursue multichannel strategy- from SEO to Email marketing- to maximize their digital marketing campaign.
6. Virtual Reality and Augmented Reality
We have witnessed the virtual reality (VR) and augmented reality (AR) have reached in 2016.Pokemon Go has been effective in introducing AR to the public, and several VR headset firms such as Facebook (Oculus Rift), Sony, and Alphabet (Google Cardboard) generated hype enough to create a solid market for their products.
In 2017, we’re likely to see Facebook to be the frontrunner of AR application in the social media sphere as they are already experimenting with lenses and masks in Facebook Live. This feature will allow the users to try on a variety of different makes while sharing a live video- delivering a different experience for their users worldwide.
7. More Personalized Content
As more and more people are becoming less appreciative with traditional advertising the need for personalized and relevant content and advertising delivery becomes more important. Most of the marketers today are taking 0 advantage of Facebook re-targeting that allows them to craft adverts and content driven by identifying where the audience have been on the web, as well as their own preferences and interests.
Because relevant content helps consumers to recall a brand. it also prompts them to interact with the company more personally, and eventually convert into a loyal customer of the business.
8. Increase Usage of Social Influencer
From fashion, food and tech Industry, we seen a lot of brands who have activated influencers to construct credibility and trust to their audience this year. Google Trends has shown a steady decline of Interest in print advertising over the past two years (2014-2016), while influencer marketing continues to gain prominence and is on rival with video advertising.
With 47% of online consumers using Adblockers,it is only evident that the old techniques of advertising are no longer effective to break the online content clutter. Instead, marketers are now eyeing to tap the power of influencers to create authentic content for their brand to acquire new customers and establish a trust to their audience.
In fact, 84% of the marketers today are looking forward to using at least one influencer marketing campaign within the next twelve months. With all these trends, except to see a lot of progress and developments that will take place in the social media sphere in the next few months. As an evolving platform, keeping up with these changes can give your business a competitive edge in the market, increased brand identity and greater online reputation.