In the last five years, social networks have acquired about 1 billion new users. Over one third of the world’s population is now accessible via social media, and companies have gone from being skeptical about social media marketing to seriously investing in it.
In this social media dominated world, marketing is heavily reliant on technology, but that technology remains focused on people. This year’s trends will help marketers reach and engage their audience on a more personal level, over social media noise. Companies will be able to fine-target their niche communities, with increased support from software solutions.
SOCIAL MEDIA MARKETING TRENDS AND TIPS
The following is a list of trends and tips for social media marketers to leverage now.
1. INVESTMENT IN VISUAL MARKETING WILL INCREASE
Most social networks have already launched their versions of live-streaming. Twitter has Periscope, Facebook’s Live, and other networks like Blab and DubSmash support live video sharing. Live-feeds are becoming the “in-thing”. Even the US Presidential election updates were broadcast live by BuzzFeed on Twitter.
You can use live video platforms to engage your audience will near-tangible experiences. If you don’t have a Facebook Live strategy, now is the best time to get one.
With social feeds growing crowded and viewer attention spans growing shorter by year, you’ll need powerful graphics to captivate your audience. In the last five years, the graphic design software market has expanded, giving marketers extensive options to choose from. You can put together graphics on a drag-and-drop editor to simplify your content creation process.
2. PERSONALIZATION WILL BECOME PRIORITY
Today’s social media users are faced with ads and commercial content on multiple fronts. The receive information from multiple sources, and breaking through that barrier is becoming a tough task for brands and marketers. Personalization will help marketers slice through the chaos and reach only the people who matter.
Tracking consumers’ behaviors on social platforms and targeting them based on interests will become an essential part of marketing. Some social media marketing tools and apps are already incorporating features to support personalization and targeting.
More technology solutions will appear in the time to come. You can target your high-potential market by posting content that only they can relate to, or by targeting them using data pulled from tools.
3. BRAND ADVOCACY WILL GROW POPULAR AMONG MARKETERS
Ad saturation is driving brands to look for alternative means to reach their target markets. Investment in advocate marketing has seen a steep increase (by about 191 percent) in recent times. Micro-influencers could be the key to increasing your brand’s reach on social media because they are more influential and credible than your brand can be.
Employees, customers, and social fans are among the micro-influencers that brands are activating. There a quite a few great employee advocacy guides and case-studies that you can look at for inspiration in building your brand advocate outreach programs. You can use an advocacy platform to build and run your brand advocacy program.
4. NATIVE CONTENT PROMOTION WILL EXPAND
In Joe Pulizzi’s words, native advertising is content marketing’s “gateway drug”. The modern audience is wise to commercial ploys, and traditional advertising alone may not be a great option for branding your company.
Native ads help you create awareness without disrupting users’ activities. Content delivered in this manner can help you connect with your audience without being too pushy. According to a study, native ads are set to grow to $21 billion by 2018.
Content discovery tools, content distribution platforms, and content amplification tools are interesting means to having your content shared organically on social media. You could use one of these solutions to have your content positioned where it can earn you some traction.
5. MARKETING AUTOMATION WILL GO MAINSTREAM
Companies with constrained marketing budgets may have not used marketing automation until now, but according to a study, 92 percent of these companies are losing revenue because of that decision. 2017 may see the business of all types and sizes adopt marketing automation. 91 percent of marketers are convinced that automation is an indispensable part of marketing.
Each social network is unique in terms of demographic and use-cases. This may force businesses to be present on more than one of them to keep consumers and prospects engaged. Managing social pages can be a time-intensive task, without the assistance of a supporting social management tool.
The idea is to use the tool to automate tasks that don’t require personal attention – like posting created content to multiple accounts and catching mentions of your brand. You can also curate content with a tool and take the final call on what to share. It all comes down to the extra time that you can save to better invest elsewhere. Managing content on a central platform can also help you maintain consistency across different pages.
Social media marketing is set to evolve into a highly tech-focused and detail-oriented effort. To succeed at reaching and engaging your target market, you need to explore and stay abreast of the latest developments and technologies offered for social. The areas mentioned in this post are good places to keep tabs on.
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