If there’s anything we took away from #INBOUND16, it was the fact that social media marketing is here to stay. It is the newest home of native advertising, and continues to change and evolve. It’s amazing to think I’m considered a “social media veteran” and I’ve only been in this business for 7+ years.
Social media marketing is one of the few tactics that has actually responded to new technology. Most agencies, surprisingly, haven’t changed their strategies or tactics when it comes to new technologies. Television advertising is STILL an 80 billion dollar industry when we are all guilty of skipping through every commercial on DVR and switching to apps like Netflix, HBO GO, and HULU.
Social Media is Our Future
It’s clear our industry is due for a revolution. Social media will take us there. No longer can we advertise and push out messages for the sake of it. It's a new exciting world that is an amazing opportunity for businesses. Those who make a commitment to understanding social marketing will be the success stories of the future.
So, what should you know about social media for 2017?
Native Advertising Will Win
Native advertising is a type of disguised advertising that matches the form and function of the platform upon which it appears. Users now know when they see an advertisement and they have the option to skip it. They don’t want to be interrupted when watching videos on YouTube. The best advertising fits into the user's life seamlessly.
Twitter’s Popularity Will Continue to Decrease
Many have already predicted the death of Twitter - advertising is costly and the desire for quick information flowing constantly is changing. Users are looking for longer-form answers once per day - similar to the way Facebook provides information.
Snap (Snapchat) Will Bring Us Into The Era of Humanization
When snapchat first launched, it brought us back into a world where we live in the moment. Users want to see brands as humans and in-the-moment content does exactly that. It is getting harder to manipulate the message and for businesses to put on a facade. Real-time content is our future.
Social Media Marketing Refinement Will Occur
I spend a good amount of time convincing clients new and old that you don’t need to be on EVERY social platform. Each time a new one arises, it’s like a shiny new toy that everyone wants to play with. In 2017, you will see that instead of spending equal amounts of time on each platform, brands will choose 1-2 platforms that are best for reaching their goals.
Video Is The King Of 2017 Content
Video is already the winner of 2017. In the past year, SIX has really upped their video game. When creating video for our clients, views went up exponentially and only cost a penny per view! Video feels natural to watch and doesn’t require effort to understand. In other words, you’d better add video to avoid brand extinction.
The best thing to learn as a brand going into 2017: welcome change. In the past decade, the way that we live our lives has changed dramatically. The sooner you accept that you’ll have to learn new ways to reach people, the sooner your brand will shine!