Learn more about what’s in store for social media marketing this 2018
The rise of social media has greatly redefined marketing in astronomical proportions. As more and more consumers spend their time on social media, many marketers are also investing more in social media as a core part of their digital marketing strategy.
This year, we’ve seen a number of updates on Facebook, Twitter, Instagram, LinkedIn, and other social media platforms, all of which target improving user experience and engagement. As 2017 draws to a close, a number of these trends are poised to take on a much bigger role in social media marketing in the year ahead. Here’s a list of social media marketing trends that are bound to make it big this 2018:
1. Increasing popularity of Instagram Stories and ephemeral content
Instagram Stories, a relatively new feature of Instagram that allows you to share photos and videos that would disappear after 24 hours, has grown tremendously over the past year. The latest numbers show that Instagram Stories have a whopping 300 million daily active usersworldwide, and it’s predicted that this number will continue to grow in 2018 and beyond.
Ephemeral content has a strong appeal to the younger generation, increasing the feeling of FOMO (fear of missing out) and creating a sense of urgency especially when you capitalize this type of content for product launches and exclusive promo announcements. As ephemeral content such as Instagram Stories, Facebook Stories, and Snapchat are gaining more traction this year, marketers should very well include this type of content in their social media marketing strategies for 2018.
2. Continuing rise of Facebook Live and live video streaming
Facebook Live is yet another newcomer to the social media landscape, but it’s proven to be a very effective marketing tool for driving user engagement. In fact, its user base has grown tremendously this year, and it shows no signs of slowing down next year.
Marketers also have other options to go beyond Facebook to create live videos and experiment on other platforms, like Instagram and Twitter, who also support live-streaming features. At this point, live videos are very essential to social media marketing, and it’s hard to not include it in your strategy next year.
3. Shift from Millennial to Generation Z targeting
For the past years, Millennials have been the main target market for most businesses. However, as more of the Generation Z population are entering the workforce, many marketers have also been shifting their focus. Gen Z consists of consumers born in 1995 or later. According to the Huffington Post, Gen Z’ers make up 25.9% of the US population and contribute $44 billion to the its economy. As they get older, their buying power also increases, which is why many businesses are starting to take notice of their potential.
Since we have yet to see the buying behavior of Gen Z’ers, marketers are advised to watch closely this year on how to effectively approach them. Studies show that Gen Z’ers are particularly more drawn to lesser-mainstream platforms like Snapchat and Instagram, so it’s advised to invest more time and effort on these platforms if you’re looking at targeting this younger generation.
4. Introduction of Facebook Spaces
Advances in technology are making it possible for virtual reality to be conspicuous in nearly everything nowadays, including social media. Facebook, in particular, is planning to roll out a new feature called Facebook Spaces that’s designed to incorporate virtual reality into its existing features, such as Facebook Live, 360 videos and photos, and Facebook Messenger.
The feature is not available to the mainstream audience yet, but those who own an Oculus Rift VR headset are given early access to the beta version. As Facebook owns Oculus, it’s no wonder why the social media giant is banking on this new technology. With more VR technology coming out in 2018, Facebook Spaces and VR is expected to go mainstream by the end of next year. Marketers should be on the lookout on how to use this new trend in their marketing strategy.
Social media platforms continue to change and introduce new features that get more and more exciting as the year unfolds. However, one trend in social media remains to be constant: consumers are more responsive to personalized content. No matter what type of content you create and which platform you choose to use, it’s important to always include personalized content that’s aimed at engaging consumers and responding to their needs.