The social media world moves fast.
While it’s pretty much impossible to predict what will happen to social media this year, here are a number of trends you should keep a close eye on in 2017.
1. Paid content continues to soar
It’s extremely difficult for businesses to reach their audience with organic content. The answer to this problem is paid content (adverts), which is fast becoming a dog-eat-dog world as competition rises. Brands are paying more than ever to be seen online. Social media ad spend is estimated to surpass $41 billion in 2017.
2. Social commerce shakes up online purchasing
Customers want products, and they want them now. With 75% of consumers making a purchase because they saw it on social media, it’s no mystery why brands are bending backwards to sell on social media. Instagram’s instant purchase feature (a button under an image) is set to soar, and businesses are creating Instagram-specific pages where all items featured in a photo are listed. Brands are tapping into their follower’s emotions for purchases – 28% of consumers said a brand’s social presence was the biggest reason to try new products or services.
3. Customer service becomes a priority
34.5% of people choose to contact brands through social media for customer care, beating website/live-chat, email and phone methods (see below). Complaining on social media is public – everyone can see complaints – which forces brands to keep customers happy and up their reputation. The positive of this is that if your social media management is good, customers will also see you’re great at responding to issues. If it’s bad, well… You know the drill.
4. Millennials are moving away from Facebook
While Facebook still remains extremely popular, it is actually becoming more popular with non-millennials. 41% of millennials use Facebook every day, but it is their least popular social media platform, preferring YouTube, Instagram and Twitter. For younger millennials, disappearing content platforms are the bee’s knees. The allure of disappearing content is too tempting to ignore, with Snapchat reigning and Instagram following suit with Stories. Make sure you know where your target audience are hanging out online.
5. Live video
We can’t mention social media and 2017 without talking about video. In this case, live videos will dominate in 2017. Nothing is more in-the-moment than live video, and Facebook, Twitter and Instagram already offer brands the opportunity to create live videos. News channel CNN used a Facebook Live video during the inauguration of President Donald Trump, which gained over 4 million viewers.