Every marketer knows that the social media landscape changes faster than you can tweet it. From Facebook changing its algorithm earlier this year, to AI beginning to hit our mobile screens. It is now more important than ever for brands and marketers to keep abreast of these changes, otherwise you run the risk of getting lost in the flurry.
One thing we know for sure is desktop is dying and the focus remains on the mobile experience.
The latest Sensis report reveals that mobile equates to 70%+ of social media consumption, versus 30% for desktop. These statistics are continuing to climb into 2018.
Basically, social media marketing is in for a joy ride and 2018 is bringing some exciting new territory with it.
Trend 1: The robots are coming…. in the form of Bots and AI
Last year we saw many brands playing with this tech. From annoying, disruptive bot messages popping up at awkward times, to inconsistent and incorrect advice when utilising the chat function on a website. Personally speaking there are only a handful of bot experiences I have encountered that have resulted in a positive UX. If you are going to play in this space, make sure you do your research and do it well. If Katy Perry can nail it so can you!
2018 will see bot and AI tech continue to advance and social platforms like Facebook, Instagram and Snapchat better their advertising functions to promote this type of activity. It’s the adventurous brands like 19 Crimes that will win in the end.
It’s important brands start to think about snackable content on their organic pages.
Trend 2: Reality check… AR will be a big player in 2018
Pokémon Go absolutely owned 2017. The gotta catch ‘em all obsession was real, with people running around all over Sydney, head down, nose in phone trying to… well “catch ‘em all”!
2018 is the year AR (Augmented reality) will be a big player in the social space.
Facebook is already spreading news that they will launch incredibly immersive advertising experiences on their platform and have already partnered with over 700 of the most creative brands and agencies to develop AR – enhanced advertising. In fact they have now introduced an AR tool on messenger. Similar to the Snapchat feature, the user has the power to use real-time 3D objects and drop them into the photo or video frame. Meaning you can become a 3D robot or unicorn… dreams really do come true!
Trend 3: It’s not about length, it’s how you use it that counts!
2018 is all about video, video, VIDEO! We have seen the importance Facebook, Snapchat, Instagram and Twitter have all put on video, with heavy investment into this medium. In a mobile-first culture video is our main consumption and it’s only going to grow and grow. Industry research has shown mobile phones are used vertically 98% of the time.
As a leading digital marketing agency specialising in social media marketing, a lot of our clients have made the switch to vertical video format already, giving the user a fully immersive video mobile experience. Not only have we seen video views soar, but consumer engagement and completion rates have also seen hefty increases. 2018 will see this mobile first emphasis continue to rise alongside the importance on variants such as Facebook Live and ephemeral content. Ephemeral content (video content that disappears) not only creates a strong sense of urgency for the consumer, but also allows a brand to be slightly more authentic. Think Instagram stories!
Human attention spans are lower than that of a goldfish (yeah, you read that right). As social media specialists we understand the importance of the first 3 seconds of video content. If you nail it in the first 3 seconds, chances are you’ll achieve stronger completion rates and click-throughs to website. In an ideal social marketing world, content under 30 seconds is best, however the shorter, more snackable content tends to outshine the longer content every time! In the words of Facebook’s Creative Strategist, Kat Hahn “Not doing short video is not an option”.
We have seen strong direct response results for our clients at The Wired Agency by employing a simple yet effective video strategy. By initially serving out a video (in vertical format), then following this up with a traffic/lead driving ad to anyone who watched the video. Not only are you increasing brand awareness and click-throughs by following up activity to an audience who has shown interest, but this is a great way to tell an intriguing story and increase brand love.
Well there you have it, some key social media marketing trends that you will start to notice across your feeds this year. Whether you plan to introduce vertical video into your strategy or want to start using chatbots, make sure you have a solid plan in place to implement these tactics.
Not sure where to start? Reach out to us at The Wired Agency, the social media experts and we’ll lead you in the right direction.
Words by Shae Duncan, Social Media Specialist, The Wired Agency