6 top social media trends for 2016
For social marketers, things have been pretty exciting in recent years with the release of new platforms, software and consumer preferences which have in turn brought about a host of changes and opportunities. As a result, social media has evolved and will continue to do so.
It's impossible to predict how the social media landscape will change over the course of a year, but here are the three most significant social media trends that marketers should keep an eye on in 2016:
1. True 'Real-Time Engagement'
Social media thrives on real-time engagement, but each year the window for response becomes smaller and smaller. According to Search Engine Watch, 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour. That number jumps to 72% when they're issuing a complaint.
In 2014, consumers complained about brands 879 million times on social media. What's worse is that in 2015, brands still weren't responding as 7 in 8 messages to them went unanswered within 72 hours.
One of the key strategies marketers need to implement in 2016 is faster response times. Thanks to advances made in social listening and automation tools, if you're not quick to respond one of your competitors might be. Social media is moving fast, and if your business has a presence on any of the platforms then you're expected to keep up.
2. Live Streaming Video
Faster response times aren't the only thing you'll want to focus on. Consumers also want faster access to real-time, offline events. Live streaming video is considered to be the next big thing in social media marketing thanks to apps like Periscope and Meerkat, which took the Internet by storm in 2015.
Social media allows for communication between brands and customers, but live stream goes a step further, revealing a much more authentic side to your business. It's unedited, unfiltered and shows that you're not just reading off of a cue card. Both Periscope and Meerkat allow you to broadcast a live stream of the world around you.
Neither video service has completely taken over the live streaming space, so both should be considered when creating a social media strategy. One thing to keep in mind is both apps are expected to play a big role in the 2016 Presidential election, so if you're affiliated in any way, you'll want to pay close attention to each apps' strengths and weaknesses.
3. Social Commerce
The more engaged your customers are, the better your sales. Over the last couple of years, we've seen social media play a crucial role in this area. In fact, in 2014, total US sales that could be tracked to social media reached $3.3 billion. More recently, research found social media influences more shoppers' buying decisions than retail websites.
Compelling stats like the one above has led to the creation of more commerce-focused features for marketers and advertisers. For example, in 2015:
⦁ Facebook introduced 360 Ads for immersive experiences.
⦁ YouTube added 360 Ads for more impactful visuals.
⦁ Instagram rolled out its action-oriented Ad format.
⦁ Pinterest announced the limited rollout of its Buyable Pins.
⦁ Twitter continued testing its Buy button.
In 2016, explore more ways of how you can integrate these features into your social media and content strategies. For inspiration, keep an eye out this holiday season to see how businesses use them.
4. SEO
Thankfully, one thing is still clear, whatever new trends or applications are available: content is still king. Sure, the mediums and formats might be changing; in 2015 we saw a massive shift from text to media--but the competition for visibility has never been stronger. With more businesses building out their content strategies and the rising advertising costs, optimizing your organic content is more critical than ever.
Whilst social media doesn't directly influence your search ranking, greater social signals (such as people sharing your content and sending more traffic to your website) can contribute. This is significant because 33% of traffic from Google's organic search results go to the first item listed.
5. Mobile First
What was once considered a bonus is now a necessity, so if you're not thinking mobile first, then you're already behind. Mobile devices have become the primary (yes, primary - not secondary) screen for most social media users. In 2015, mobile traffic finally overtook desktop traffic in 10 countries, including the US and Japan.
An estimated 2 billion consumers worldwide own a smartphone. What does this mean for marketers? Mobile devices--especially smartphones, tablets and smartwatches--should be a big part of your focus. This is crucial if you're targeting millennials, of which 87% admitted to never being without their smartphone. More importantly, 14% wouldn't do business with a company that doesn't have a mobile site or app.
6. Data-Driven Decisions
By now much of the guesswork is disappearing from social media. You know who the key players are in the industry. If you're a highly visual brand, then Instagram and Pinterest are already on your radar. You're familiar with character limits and image specs. The basics are taken care of, and now you're ready to refine your strategy so you can really hone in on quality connections. That's where social media analytics come in.
Data is already a big part of how you measure social media success, but it'll play an even bigger role in your 2016 strategy. Marketers have never had this much access to information about consumer preferences before. This data can help you personalize your message and focus on building stronger loyalty and long-term engagement--rather than short-term acquisitions and individual sales.
The mass-target approach is on its way out, and personalized, data-driven marketing plans are in. Sprout's robust suite of social media analytics and reporting tools will help you dig deeper into your strategy and get the most out of your efforts. Gain valuable insights around platform-specific strategies, what's trending or your team's performance as a whole. Then you can use that information to craft unique, personalized experiences for your customers.
But let's be clear about something. Making data-driven decisions doesn't mean you should let things like follower counts and the number of Likes your posts receive drive all of your business decisions. More importantly, numbers shouldn't replace creativity. Relationship building is fluid and unique to the individual, whereas number crunching is purely analytical. You need to create a balance between these two approaches in order to be successful.
So, as we progress through 2016, it's important that you and your team take some time to reflect on the past year or so and all of the changes that it brought, and look out for the great changes to come.
It's impossible to predict how the social media landscape will change over the course of a year, but here are the three most significant social media trends that marketers should keep an eye on in 2016:
1. True 'Real-Time Engagement'
Social media thrives on real-time engagement, but each year the window for response becomes smaller and smaller. According to Search Engine Watch, 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour. That number jumps to 72% when they're issuing a complaint.
In 2014, consumers complained about brands 879 million times on social media. What's worse is that in 2015, brands still weren't responding as 7 in 8 messages to them went unanswered within 72 hours.
One of the key strategies marketers need to implement in 2016 is faster response times. Thanks to advances made in social listening and automation tools, if you're not quick to respond one of your competitors might be. Social media is moving fast, and if your business has a presence on any of the platforms then you're expected to keep up.
2. Live Streaming Video
Faster response times aren't the only thing you'll want to focus on. Consumers also want faster access to real-time, offline events. Live streaming video is considered to be the next big thing in social media marketing thanks to apps like Periscope and Meerkat, which took the Internet by storm in 2015.
Social media allows for communication between brands and customers, but live stream goes a step further, revealing a much more authentic side to your business. It's unedited, unfiltered and shows that you're not just reading off of a cue card. Both Periscope and Meerkat allow you to broadcast a live stream of the world around you.
Neither video service has completely taken over the live streaming space, so both should be considered when creating a social media strategy. One thing to keep in mind is both apps are expected to play a big role in the 2016 Presidential election, so if you're affiliated in any way, you'll want to pay close attention to each apps' strengths and weaknesses.
3. Social Commerce
The more engaged your customers are, the better your sales. Over the last couple of years, we've seen social media play a crucial role in this area. In fact, in 2014, total US sales that could be tracked to social media reached $3.3 billion. More recently, research found social media influences more shoppers' buying decisions than retail websites.
Compelling stats like the one above has led to the creation of more commerce-focused features for marketers and advertisers. For example, in 2015:
⦁ Facebook introduced 360 Ads for immersive experiences.
⦁ YouTube added 360 Ads for more impactful visuals.
⦁ Instagram rolled out its action-oriented Ad format.
⦁ Pinterest announced the limited rollout of its Buyable Pins.
⦁ Twitter continued testing its Buy button.
In 2016, explore more ways of how you can integrate these features into your social media and content strategies. For inspiration, keep an eye out this holiday season to see how businesses use them.
4. SEO
Thankfully, one thing is still clear, whatever new trends or applications are available: content is still king. Sure, the mediums and formats might be changing; in 2015 we saw a massive shift from text to media--but the competition for visibility has never been stronger. With more businesses building out their content strategies and the rising advertising costs, optimizing your organic content is more critical than ever.
Whilst social media doesn't directly influence your search ranking, greater social signals (such as people sharing your content and sending more traffic to your website) can contribute. This is significant because 33% of traffic from Google's organic search results go to the first item listed.
5. Mobile First
What was once considered a bonus is now a necessity, so if you're not thinking mobile first, then you're already behind. Mobile devices have become the primary (yes, primary - not secondary) screen for most social media users. In 2015, mobile traffic finally overtook desktop traffic in 10 countries, including the US and Japan.
An estimated 2 billion consumers worldwide own a smartphone. What does this mean for marketers? Mobile devices--especially smartphones, tablets and smartwatches--should be a big part of your focus. This is crucial if you're targeting millennials, of which 87% admitted to never being without their smartphone. More importantly, 14% wouldn't do business with a company that doesn't have a mobile site or app.
6. Data-Driven Decisions
By now much of the guesswork is disappearing from social media. You know who the key players are in the industry. If you're a highly visual brand, then Instagram and Pinterest are already on your radar. You're familiar with character limits and image specs. The basics are taken care of, and now you're ready to refine your strategy so you can really hone in on quality connections. That's where social media analytics come in.
Data is already a big part of how you measure social media success, but it'll play an even bigger role in your 2016 strategy. Marketers have never had this much access to information about consumer preferences before. This data can help you personalize your message and focus on building stronger loyalty and long-term engagement--rather than short-term acquisitions and individual sales.
The mass-target approach is on its way out, and personalized, data-driven marketing plans are in. Sprout's robust suite of social media analytics and reporting tools will help you dig deeper into your strategy and get the most out of your efforts. Gain valuable insights around platform-specific strategies, what's trending or your team's performance as a whole. Then you can use that information to craft unique, personalized experiences for your customers.
But let's be clear about something. Making data-driven decisions doesn't mean you should let things like follower counts and the number of Likes your posts receive drive all of your business decisions. More importantly, numbers shouldn't replace creativity. Relationship building is fluid and unique to the individual, whereas number crunching is purely analytical. You need to create a balance between these two approaches in order to be successful.
So, as we progress through 2016, it's important that you and your team take some time to reflect on the past year or so and all of the changes that it brought, and look out for the great changes to come.
-
amtill65 -
Thanks
{{ DiscussionBoard.errors[10720979].message }} -
-
MartinaRoberts -
Thanks
{{ DiscussionBoard.errors[10723499].message }} -