Those in marketing are always innovating to keeping up with their consumers. Anymore, that means taking marketing campaigns online. More specifically, social media is the newest ground for marketing. However, not all marketing trends on social media are created equal and like any other trend some succeed and some fail. In this article, we will take a look at 6 trends that will shape social media marketing in 2018.
One thing that is expected in the Information Age is the instantaneous response that websites and media give us. With chatbots, you could get that same instant responses when you are interacting with companies online. They aren’t the chatbots of the past either – they can now perform simple tasks and be programmed to instantly answer customer questions. Rather than the clumsy chatbots we knew a few years ago, the chatbots of today are more human-like since they can be personalized with genuine messages that reflect the voice of your brand.
The biggest market for the use of chatbots is millennials. According to some studies, nearly 60% of millennials are already familiar with chatbots while as many as 71% say they would try using a chatbot.
If you are wondering how this comes into play in social media, think about where the chatbots are. On Facebook Messenger alone, there was a reported 100,000 monthly active bots on the platform.
2. Social Media Videos
Another way that businesses and brands can get their message across is through videos released on social media platforms. In a study by Kenshoo, they found that general spending on video advertising grew nearly 130% in the past year alone.
There is a downfall to this trend, though. Since so many companies are doing this, the market is quickly becoming saturated with videos by brands. The challenge now becomes for companies to create video content that gets their message across while standing out in a massive crowd.
3. AI Lenses
Before we look too deeply into how this marketing technique works, let’s first go over what AI lenses are. While the name might not be familiar, most of us use these AI lenses every day. In layman’s terms, these are the “filters” that we use on Instagram and Snapchat almost every time we take a picture.
When you look closer at these filters, though, you can see that they are sometimes created by brands and companies to market something. For example, a basketball filter to support March Madness or filters that correspond to upcoming movies. As cameras and augmented reality make further improvements over the coming year, we are bound to see this marketing method grow and stick around for a while.
4. Social Listening
When a company is on social media, they need to remember that they aren’t just talking to their audience. Rather, social media builds a conversations between companies and consumers and even between consumers and consumers. To properly utilize it, a company needs to listen to what is happening and what consumers are thinking and doing.
This goes beyond simple social media monitoring in which companies – or more commonly company softwares – look for mentions of the company through hashtags or other methods. Social listening pays attention closely to what consumers are saying and, in turn, incorporates that into the company’s future marketing strategies.
5. Social Media Influencers
In a recent study, statistics proved that nearly 40% of Twitter users made a purchase based on what a social influencer recommended or used themselves. This shows a the growing authority that these influencers have when compared to traditional advertising. With growth like this, we are sure to see a larger use of social influencers in the future.
6. Further Accountability
The final trend that we will look at isn’t one that is initiated by the company or brand but rather by the consumers. A complaint about something a brand does isn’t the same as it used to be. It doesn’t stay between a customer and employee in a heated conversation or angry phone call. With social media, these accounts are made public and sometimes even go viral. This holds companies more accountable for their actions. A good example of this going wrong for a marketing team would be the Kendall Jenner Pepsi ad of last year.