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Social media trends to look out for in 2017
The document outlines key social media trends for 2017, highlighting the increasing use of social media by businesses and consumers, along with the rise of malicious content affecting brand reputation. Key trends include social media catching up with search for product discovery, the growth of social commerce, and the importance of social video advertising. Additionally, it emphasizes the need for brands to adapt their strategies to address declining organic reach and focus on meaningful engagement over vanity metrics.
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Social media trends to look out for in 2017
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- 2. This document contains; •Key learnings from 2016 • Where social media is headed. • Social trends for 2017.
- 3. “In 2017, theuse of social media by businesses, employees, consumers, and advocates will grow. That said, we’ve seen a dramatic spike of malicious content that can damage brand reputation and defraud customers. Businesses need to take the steps to protect themselves.” Brian Reed, CMO, ZeroFOX “
- 4. Key learnings from2016 Social is the new front door. Video dominates on social. Work is now social.
- 5. Where Social NetworksAre Headed • Content platform. • Social selling • Peer-to-peer influence. • Moments in time. • Customer experience and service • Driving conversions. • Social commerce/marketing • Brand awareness. • Community building • Discovery • Content distribution. • Audience engagement.
- 6. Social Trends for2017 Trend 1 Trend 2 Trend 3 Trend 4 Trend 5
- 7. Trend #1: Social catchesup to search for discovery.
- 8. Social usage hascaught up with search, especially as a discovery and research tool to find and buy from brands. Source: Global Web Index 98% of digital consumers are using social network Social is slowly becoming the source of authenticity. It works with search for discovery and opinions. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Q2 Q3 Q4 Q2 Q2 Q4 2015 2016 % of internet users who use social network to research product 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Q2 Q3 Q4 Q2 Q2 Q4
- 9. Social commerce showsnew promise. Trend #2:
- 10. Buyers are researchingand evaluating brands on social channels. The next logical step for consumers is to skip traditional websites and buy directly from social channels. E-commerce + Social Media = Social Commerce
- 11. Trend #3: Dark socialrising
- 12. • Dark Socialis fuelled by the rise of messaging. • Over The Top (OTT) apps like Snapchat, WhatsApp, Kik, WeChat, and Facebook Messenger are heavily used by consumers but they’re also difficult to track with traditional web and social analytics. • Dark social needs to be a measurement focus for brands that target mostly younger audience.
- 13. How brands aresolving dark social? took a really simple approach. They knew that people were copying and pasting articles and sending them privately through email. They built “share via email” buttons and began tagging as “social email” in their UTM codes. is taking a research approach. The brand is creating special micro-communities on WhatsApp with brand advocates to better study how dark social impacts their brand. The goal is to better align marketing activities with the social behaviour of their customers. Nigeria recently launched a Whatsapp Group for their customer service agents and can take enquiries complaints from customers. This can also serve as a first hand source of getting information concerning their network.
- 14. Trend #4: Video ignitessocial advertising
- 15. 70% Of marketersplan to use social video advertising in the next 12 months. Source: Animoto 65% Of marketers will focus on Facebook video advertising in 2017 followed by YouTube at 39%, Instagram at 21.7%. Source: Animoto 41% Of marketers say that optimizing paid social ads is a key priority for them. Source: Altimeter
- 16. How can Brandsutilize this opportunity on social?
- 17. Organic reach willcontinue to dcline for brands. Pay-to-play will increase as brands use social advertising to combat a decline in organic reach
- 18. Pay-to-play will increaseas brands use social advertising to combat a decline in organic reach Conversational Ads are Promoted Tweets with compelling images or videos that include call to action buttons with customizable hashtags. They prompt users to spread your message to their followers, further expanding your reach.
- 19. Pay-to-play will increaseas brands use social advertising to combat a decline in organic reach Instagram’s new 60-second spot is an extension of the 15 and 30-second video ads. With the introduction of the 60-second spot, brands can now choose to run video ads that are any length under one minute long on the platform.
- 20. Trend #5: Organizations turnto connected workforces
- 21. Organizations are buildingtrust and connecting with customers through employee and brand advocates because they are realizing there is a lot of value in the talent, knowledge, and social reach of their people. Customers want to speak to employees on social, not brand handles. Prospects want to ask questions about new products with sales professionals on LinkedIn instead of reading generic company updates.
- 22. Three Key Challengesfor 2017 Organic reach will continue to decline for brands. This means more budget is needed to boost content. Pay-to-play will increase as brands use social advertising to combat a decline in organic reach. With increased investment in social, marketers need to shift away from vanity metrics such as ‘likes’ and ‘comments and focus more on reach and frequency.
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