One thing that can be said about social media with absolute certainty is that it’s constantly evolving. That’s why it’s so important to stay on top of what’s coming next if you want to hone your marketing to be as effective as possible. So, what’s going to change in 2017 and what tools should you use to capitalize on social media marketing? Let’s take a look:
Live Streaming Video
While services like Facebook and Periscope have only begun to scratch the surface of just how powerful live streaming video on social media can be, look for this service to increase in reach and popularity in 2017. Even in its early stages, Facebook’s live streaming service consistently shows higher engagement than its other types of content.
That means that we’ll likely see innovative brands using the service in new and exciting ways to engage their customers and rise above all of the other noise vying for attention on social media services.
Another technology that seems like it’s on the verge of having a huge coming out party is virtual reality. With multiple trailblazing companies working on producing a VR product that will have mass-market appeal, it may break wide open in 2017. It will be interesting to see how companies use VR to help market their products. Whether it’s creating original content specifically for their customers or sponsoring other produced content, the possibilities for promotional materials are endless.
Whether we like it or not, the pay-to-play format that many social media platforms have now adopted is here to stay. It makes a lot of money for those services and it’s now the only realistic and consistent way to get your advertising out ahead of the rest of the companies using social media to promote their brands. With more and more content available on a daily basis, paid advertising may become more expensive, but also more powerful, in 2017.
Mobile first is certainly not a new concept, but we’ll continue to see powerful social media platforms optimizing their service in 2017 to make it as mobile friendly as possible. With more and more people relying on mobile devices to browse Facebook, Snapchat, Twitter, etc., it only makes sense that these platforms should look as good as possible and perform as well as possible on mobile devices.
For companies using social media to advertise, that means producing quick, concise posts with powerful images and attention-grabbing headlines for marketing to users on mobile devices.
Increased Ad Personalization
Another trend we’re likely to see in 2017 is increased ad personalization and targeting. That means ads that respond to a user’s internet habits and interests. With so much content available at the click of a mouse, it’s more important than ever for companies to optimize content for a specific audience. That’s the only way to catch the eye of the person most likely to buy your product or use your service.