Some things never change – social media isn’t one of them. Constantly shifting while adapting to audience demands and technological developments, it’s never been more important for businesses to get on top of their social media strategy and understand the trends.
Now more than ever, social media is now universally accepted as a major means of connecting with customers, or “community building”.
But social media can also be a trap; savvy millennials are razor sharp when it comes to spotting a fake. They’ll call out or ignore social media efforts that come across as inauthentic – making it hard to win back trust. That’s why we think you should at least be familiar with these emerging social media trends so you can build some of them into your own social media strategy in a way that works for your brand.
Ephemeral social content
Blink and you’ll miss it. That’s the nature of the ephemeral content game and it’s taking the brand and marketing world by storm. If you’re an Instagram user then you will have already seen its prominence in your feed, in the “Stories”.
Instagram Stories allows you to communicate quickly with your audience in a way that feels almost spontaneous, and more intimate. Through quick video updates and live “on-the-go” bursts, your audience is compelled to stay up to date and follow the narrative you set up. Yes, it’s a form of social media that actively exploits that infamous millennial condition: FOMO (Fear of missing out).
The advertising, branding and promotional potential of Instagram Stories and Snapchat is no secret to those brands already using the platform. Some use it for sponsored content, advertising and time-sensitive promotions. However it’s used, ephemeral content is often a win-win for brands and their audiences.
When it comes to digital marketing, we know that VR and AR tools are no longer just a future fantasy. In recent years we’ve seen practical applications of these technologies entering the market in a number of genius forms. In 2019, every big brand worth its widgets is angling to devise a game-changing VR and AR strategy to wow their customers. Think big box furniture retailers and car manufacturers who can visually and virtually put you in touch with their product.
But you don’t necessarily need a billion dollar budget to get in on the action. There are now specialised app developers who can design custom AR features for your product or brand. Depending on your social strategy, your AR/VR designs might be a fun Snapchat filter for your customers to play with and share. Or something more unique like a VR pop-up in your store or head office. In this new social space, there are few limits to what you can create.
One key social media trend that continues to rise is video content. It’s estimated that from this year, up to 85% of search traffic will come through video content. You can see its prominence on all the major platforms, but particularly with the emergence of Facebook Live. Brands already creating well produced, targeted and engaging video content are well placed to benefit in coming years.
Why should you consider this as part of your social media strategy? Quite simply, social video content can’t be ignored. It creates a conversation and shows an authentic, visual representation of your brand, your voice and your product in action. There is a human connection that happens in video format that can’t be mimicked in other forms of content. This is clearly true for millennial users, but applies to all your social media demographics too.
Think you need a guiding hand from a team of social media and digital marketing pros? Lucky for you, we’re here to help. Get in touch with our team of digital marketing and social media strategists so that you can step up your social game today.