The social media trends are ever changing and if you’re still just using Twitter as your main social media strategy, you need to step up your game. Here are some of the most important social media marketing trends in 2017 and some predictions for the years to come!
Snapchat and new means of communication
Snapchat has already made waves in the social media marketing landscape, and it will definitely continue its success in 2017. Get ready for the Snapchat takeover and its trend to bring new means of communication. While other platforms have become almost too polished to become relatable for the youngest social media users, Snapchat has embraced its unpolished version – and it worked.
2017 will bring further investment in Snapchat Memories (sharing photos outside your Snapchat story) and Snapchat Spectacles (glasses that allow you to see Snapchat filters in real life instead of just through a lens). Snapchat Spectacles are an exciting prediction for the future, especially since they pick up where Google Glasses dropped off.
Impressive Snapchat statistics:
- 158 million daily active users
- 2.5 billion average snaps per day
- 10 billion daily video views
How brands use Snapchat:
- World Wildlife Fund’s #LastSelfie campaign raised awareness for endangered species
- GrubHub used Snapchat to find interns
- NARS releases new collection sneak peeks
- Taco Bell created their own filter for Cinco de Mayo
Social media virtual reality
It’s no secret that virtual reality is expected to hit an all time high in 2020 and statistics are still showing a steady rise in VR consumption. It’s only a matter of time before social media embraces virtual reality to the fullest, but we’ve already experienced trends in 2017 that suggest VR will be huge in the next few years when it comes to social media marketing.
Think you haven’t seen social media virtual reality take place? How about Snapchat filters? 360 travel videos? Interactive quizzes?
How brands use social media virtual reality:
- Shoe company Toms used VR to volunteer in a village in Peru.
- Mercedes took its customers on a virtual reality ride down the Pacific Coast Highway.
- Oreo created an virtual reality Oreo land.
One of the biggest trends over the past few years in social media was definitely influencer marketing. 50% of all brands are expected to increase their social media marketing strategy in 2017 after impressive results in the following year.
In the same article, Forbes notes that the lines between influencers and celebrities will continue to get blurred, and social media platforms will continue to produce individuals with a large following and a potential to make a bigger revenue for the brand.
With that in mind, the influencer marketing content will become extremely competitive and creative advertising will continue to grow.
How companies use influencer marketing:
- Fashion and beauty companies are now reaching out to popular beauty YouTubers and creating advertising deals through YouTube personalities.
- Tech and gaming companies allow some of the biggest gamers in the industry to preview a new product and talk about it on social media.
- Nike is reaching out to sports influencers and allows them to design their own shoe.
And we can only assume the trend will become more competitive in the future.
Live video content
By 2017, all social media platforms have adapted to live video content, and the trend will continue to rise in the next years. On-demand and unedited content is becoming hugely popular and brands around the world are embracing it to show off their own products, or even pair with influencer marketing.
Popular ways to use live video content are:
- Instagram and Snapchat takeovers
- Live-streaming popular internet challenges
- Behind the scenes
- Giveaways and contests
- Live Q&A sessions
2016 and 2017 has seen the rise of Instagram Stories, the company’s reply to Snapchat’s success. Many brands use Instagram Stories to promote their business, and ever since verified accounts can now directly link an Instagram story to their content, people started creatively using this feature.
In the years, we believe this feature will expand to all users and the battle for quality content will continue.
Instagram Business Tools has not yet been talked about, but it’s safe to say it will take off this year, as did Instagram Stories.
With the ability to analyse insights and get a look into their Instagram audience, companies will start utilising Instagram Business Tools more and more and investing in their ‘Promote’ function as an add on to already established Facebook Advertising.
We can imagine Instagram will take great advantage of their Business Tools insight and offer brands more analytics for their Instagram social media marketing strategy.
Twitter news broadcasting
If you see it trending, there is a chance something important is happening around the world. Twitter picked itself up in 2016 and it’s becoming an important news broadcasting source where anyone can post a footage of current events and become a journalist, getting picked up by various news stations.
Twitter will continue to embrace live content in the future and focus on expanding from being used as a customer service tool. The biggest talk on Twitter is the new “mute” tool, which allows users to block certain hashtags, words, and conversations. Twitter is also currently tackling the issue of online hate and bullying.
But there is one social media marketing trend that is becoming very apparent — technology has started to put more focus on communities and how they are using the products, rather than the technology itself. Everything leads back to the infamous saying that the “customer is always right” and no matter which trend you go with, you always have to make sure you provide something useful, valuable and relevant to your customer. And don’t forget to have fun while doing it!