It’s official. 2016 is behind us, and we’ve got a fresh new year full of possibilities ahead of us. As we continue planning our strategy for social media and digital marketing for the coming months, here are a few trends you’ll likely be seeing take hold:
It’s all about the influencers
We’ll continue to see brands working to encourage customers to interact with each other, rather than directly with the brand itself. According to Neilson, ninety-two percent of consumers worldwide claim to trust earned media (such as word-of-mouth and recommendations from peers), above all other forms of advertising.
Influencer marketing helps build brand loyalty through encouraging customer reviews. The more people take ownership of the brands they trust, the more likely their peers are going to follow suit.
So when it comes time to promote your brand, if you can take advantage of trusted individuals in your audience community to share their positive experiences with their audiences, you’re on your way to taking advantage of influencer marketing.
Give them an experience
Whether finding ways to implement VR into your marketing techniques, going “Live” through various social media channels, or simply encouraging your audience to physically participate with your brand, by participating in a more physical manner encourages your customers to deepen their relationship with your brand. Offer contests involving photos tagged with brand-related hashtags, create unique challenges for customers to engage in as a community, or invite your customers to stop by a branch or office for in-person demonstrations or activities.
We already mentioned going “Live”, but video marketing efforts of any kind will pop up more and more throughout 2017. Customers have less and less attention span to read long-form content, but repackaging the same information through video drastically increases the likelihood of it being absorbed by your audience. Live features now available through Facebook, Twitter, Instagram, and Snapchat offer a more personal connection between brands and customers.
We’ve already seen this a bit with Facebook’s introduction of colored backgrounds for text posts. Similar to video, the more visually appealing the post, the more attention it will garner. Use animated gifs, well-designed and easy-to-read messages rather than always relying on a wordy post linking to a longer, wordier post.
Honing In on YOUR Social Media Channel
Different industries see different levels of success across the social media networks. Rather than worrying about the time it will take to be on every available network, ditch the ones that are not getting much audience interaction and spend more quality time on the ones that do. Most networks have been around for several years at this point, and people are feeling more and more comfortable focusing on their sweet spots.
How are you anticipating things will change this year? We’d love to hear which trends you’ll be bringing into your social media strategy in 2017. If you have any questions about how to implement these trends in your industry, drop us a line on Facebook!