In 2015, Facebook introduced a number of features that left most digital marketers exasperated. One of these features meant that businesses had to stop enjoying a wider organic reach as was previously the case. However, one social media marketing analyst explained that in order for Facebook business model to be profitable, certain changes need to be enforced. Elsewhere, Twitter owned periscope is increasingly playing a key role in improving audience engagements and interactions especially in real time events.
This post will highlight some of the marketing trends and social media trends and expectations this year. Generally, social media sites follow certain trends and social media laws as dictated by the industry while at the same time maintaining their identity in functionalities. Here are some predictions.
A more personal social media
SnapChat is becoming a darling among users and digital marketers alike; one of the reasons that can be attributed to this success is their private messaging feature. Snapchat initiated the idea of private messaging early on which led to a substantial increase in the popularity of the messaging app. Others have followed suit such as Facebook Messenger, Viber, WhatsApp, Line and many more. This can be translated to mean a larger percentage of social media users prefer private messaging in addition to the usual interactions on traditional social media sites such as Facebook and Twitter.
Therefore brands need to get private and personal in order to capture this market segment. Digital marketers can capitalize on this trend by including these messaging apps in their customer service itinerary. Needless to say, most of these messaging apps aremobile based reiterating the fact that digital marketing is slowly but steadily shifting to mobile phones.
Viral has become cliché
Don’t get me wrong, virality is good, in fact a business is quite lucky when a piece of their content goes viral. However, latest trends show a grim picture as far as brand sponsored content is concerned. Users can smell brand ‘sponsorship’ from a far – it doesn’t have to be an obvious advertisement, it can even be an out of nowhere hash tag. Therefore, brands need to focus more on engagements and less on creating viral content. After all the chances of a brand piece of content achieving virality is very slim. This is something that content marketers should also take note of.
The new customer service channel
Social media with it lazy appeal made it easier for individuals to rant and complain about just about anything under the sun, from the sun itself to the poor service at their favorite fast food joint. So the average human will tweet or update about a bad shopping experience once it happens. Occasionally, they will take some few photos as evidence that the ordeal was horrible enough to warrant the showdown. Oftentimes, the complaints are unnecessary but social media lay waiting for such stories on their timelines
The winning brands understand best how to handle such complaints since a complaint professionally handled is always a winner. Customer services are gradually migrating to social media since that’s where most people are or pass by regularly in order to improve their business and customer service.