2017 has been an incredible year in social media. With the rise of live video and voice search, we are seeing so much digital disruption and as we move into the new year, what are thing businesses should pay attention to in their marketing?
Tools like Snapchat have been overtaken by Instagram stories and with Facebook launching its new watch platform and Twitter extending its characters to 280 these moves are showing that they all are competing for our attention more.
There has been concern along the way especially around extremist videos on platforms like Youtube. YouTube’s brand safety woes began in March when brands including Verizon, Johnson & Johnson and PepsiCo pulled their ads from the platform after an investigation found ads appearing next to extremist videos.
Although Organic search has been on the decline over the past 12 months there are some interesting areas businesses need to pay attention to.
The Rise of Linkedin
Linkedin has risen to over 500 million users while we have been focusing on our Facebook and Instagram profiles and pages. LinkedIn is no longer known only for their résumé and job searching capabilities. It’s evolving into a thriving network of incredible content, influencers, and networking opportunities unmatched by other social media platforms. Linkedin is becoming a heavy content platform with Linkedin Pulse with more professionals using it to write their thoughts and insights that provide real value, especially within niche communities. Today, Pulse no longer operates as a separate application within LinkedIn. It’s seamlessly integrated into members’ feeds as articles to help enhance the content-first experience.
See what Gretta van Riel says about the power of Linkedin
Influencers Are Leading The Way
- Networking & Personal Branding
Personally Linkedin has been great for me to use to meet some amazing people and I know it will be even better into 2018 as more people use the platform more seriously.
Someone like Gary Vaynerchuck is well know as one of the masters in Personal Branding and it’s great to see how many other people are using the platform and seeing growth for themselves.
Keep an eye on the growth of written and video content as well as an increased focus on activating influencers by brands within their community.
It’s a great time to be on LinkedIn!
- The Faces of Brands Changing
Brands are starting to realise the power of influencers but not with celebrities but with those individuals who have highly engaged audiences but may not have millions of followers.
According to Retail Dive “Brands that saw the highest engagement rates on their own social media accounts all had strong influencer strategies, indicating that influencers may have a halo effect on brand account engagement as well,” the report states.
- Chatbot Domination
Chatbots have been is use for a while now and with so many companies like Many chat with facebook messenger, intercom and drift providing such a great service the list is endless. With 88% Open Rates and 56% CTRs Using Facebook Messenger is a really good tool for business development and customer service relationships. Chatbots will become more saturated and common place.
According to a recent report by Grand View Research, the global chatbot market is expected to reach $1.23 billion by 2025, a CAGR of 24.3 percent. Interestingly, these projections show growth over the forecasted period as chatbots have proven to reduce operating costs for enterprises.
A new Forrester Research report, “Predictions 2018: The Honeymoon For AI Is Over,” predicts that in 2018 enterprises will finally move beyond the hype to recognize that AI requires hard work to plan, deploy, and govern it correctly. Within the global chatbot market, approximately 45 percent of end users prefer chatbots as the primary mode of communication for customer service inquiries. This reflects our comfort level with bots and how they’ve become part of our personal lives. And now, the time is ripe for chatbots to disrupt our workplaces.
- Trust and Authenticity Rule The Day
One thing that is evident about the generation coming up is that social currency is paramount to what people share. In Jonah Berger’s book “Contagious: Why Things Catch On” outlines six things that make things go viral and it’s clear that people share what drives emotion. This year we saw the full force of social media this year against Pepsi commercial with Kendall Jenner.
The video has been removed from YouTube and in a statement, the company said: “Pepsi was trying to project a global a message of unity, peace and understanding.
“Clearly, we missed the mark, and we apologise. We did not intend to make light of any serious issue.
The more authentic a brand can be about what they are promoting the better people will connect to it. In 2018 as organic traffic is going away more and more brands need to truly focus on what drive word of mouth for their customers so you have to provide value and really solve problems.
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