The past 5 years has been a strong movement for social media marketing and content as a whole. People have approached the industry in newer, better ways and with the rapid improvement in technology, social media has become a part of daily life.
Using socials have changed, from its initial approach to asking you to simply go back on your life to becoming a solid cog in the business world. From the original Facebook, Twitter, Instagram trio to the powerful newcomers in LinkedIn and Snapchat, the business value of these platforms has become more and more important to businesses, with no chances of running out of steam.
Google’s Go is about to pull in more users, Amazon is pushing for more and more advanced e-commerce and voice search technology whilst Apple is getting more and more home technology that helps you enjoy more comforts like never before.
With this technology on the rise, social media won’t sit around and get left behind. They will make sure that their business will be working double time to get this tech working for their side. There’s a lot of trends that we are looking at in the world of social media, and knowing how to take advantage of this will let you get of everybody else.
Volatile, Ephemeral Content Becomes More Powerful
Short term and volatile content is all in the buzz as of late – and they’re not going away any time soon. Facebook Live, Instagram Stories and Snapchat Stories are amongst the few that utilise a level of customer engagement never seen before in the market through what is called ephemeral content.
What makes ephemeral content so effective is their humanity. According to the Business Insider, users open their apps for around 18 times a day, at least 30 minutes a day every day and this creates a level of scarcity that you can control.
In addition, most live events are realistic, human, unfettered and unrehearsed, so it provides much more connection in a couple of minutes vs a 2-hour video.
In an ultimately unfamiliar world filled with people you don’t know trying to sell you things you’re not even sure you need, the touch of humanity a live event gives is as close as you can be to a compendium of people from around the world listening to something you offer.
Influencer Marketing is Still Effective
Amidst the Logan Paul video scandals and the story about a Youtuber trying to get free hotel stay in exchange for publicity, the influencer marketing sphere as a whole is still amongst the more powerful ways to get clients as long as it’s done right.
When executed properly, up to 40% of Twitter users tend to get a product endorsed by a social media influencer, according to the social media platform itself. This comes in the advent of other strategies like affiliate marketing, email marketing and PPC taking a bit of a step back when it comes to their growth.
There’s a good amount of businesses that are riding high with the influencer marketing structure like Amazon, Skype, Nike, Kraft and many other businesses big and small have started relying on this social media strategy – and it isn’t going away anytime soon.
Mobile-Friendly Content Becomes Social Media’s Top Value Product
Mobile content is getting more and more powerful as time goes by – and we have documented over the last few months how it will be the most powerful audience on the internet, if it isn’t already.
As the world goes deeper and deeper into technology, apps get smarter and tasks can be done with just a few swipes. Facebook, Snapchat and Instagram are accessed by up to 80% of their users and utilised for all types of social content.
The demand that mobile-friendly social content commands is unprecedented, and social media channels are pushing for newer technology, like how Facebook is trying to utilise AR/VR through Oculus and other newer hardware on the edge of current standards.
Social Media Goals Become Standard for ROI Instead of Simple Metrics
For the longest time, it has been hard to tie down social media campaigns to ROI, especially for small businesses. In fact, nowadays campaigns are required to have social media goals to have a measurable ROI for the business. Creating goals is the only way to prove that your social media marketing works.
To do so in a growing social media market, the number one way to deal with such a trend is to assign numerical values to your goals. Instead of simply “improving your customer service” it should be a “20% reduction to your customer response time in the first quarter.”
This works the same for leads. If you’re trying to see if your campaign works, you need to have an x amount of leads to come from your posts to your website or landing page. The current metrics of reach and audience engagement don’t mean anything if they don’t fit your goals.
When trying to decide for which metrics to choose for your goals, you should ask yourself:
- What are your objectives?
- How does the metric help with what you want to do?
- Does it measure your goal effectively?
- How does it help decide on what to improve on?
At the end of the day, social media marketing still requires you to look at the results yourself if there are improvements or not, and whilst not all of the current trends may fit your business model, they can help guide you towards putting the right foot forward.