A number of new social media trends will continue to strengthen in 2018, impacting users and brands alike. Five of these are highlighted below. As we reach the end of 2017, now is the time to start building your social media strategy for the coming year. Here’s how:
The importance of video cannot be understated. In a mobile-first culture, video is our main consumption. It is the number one fastest growing ad format, and by 2020 will dominate online consumer internet traffic. Companies who are not yet using video need to start to do so quickly. This will be a key tactic to help generate engagement and build followers.
How to do it: the biggest challenge is how to capture your audience’s attention in the first 3 seconds. And when making videos, remember the golden rule: ‘design for sound off, delight with sound on’.
2. Live streaming:
It is likely that video streaming will go mainstream in 2018. Because of the increasing importance of video to social algorithms, it is one of the most valuable formats for brands to leverage.
Storytelling helps to captivate attention through the power of visuals and to ensure your brand stands out in an increasingly crowded and noisy online environment. Having the ability to create video content in multiple formats and tie in to written content will be crucial and help demonstrate authenticity.
How to do it: take time to understand Instagram and Snapchat users and allow live-streaming to showcase your content.
3. Augmented reality:
This year Apple announced the launch of iPhone 8 and iPhone X which provide users with new augmented reality experiences. Brands can soon project their products into the homes of social media users through special filters. For example, IKEA recently rolled out ‘Place', an app for users to preview furniture in their home before buying.
How to do it: as augmented reality grows, ‘Virtual Fear of Missing Out (FOMO)’ will become more real.
It is a niche, quick and engaging way to reach target audiences, and has a chance to become a part of social media in ways that were unimaginable only a few years ago.
4. Influencer marketing:
The future of influencer marketing will see brands become more thoughtful about whom they want to be associated with and they will turn to real experts, i.e. more selective prominence. The trend of brands leveraging user-generated content will continue.
How to do it: know who your audience regards as influential and build solid relationships with them. Viewers get easily bored and they want authenticity as a result of true influence.
5. Advertising spend:
2018 will see a diversification of advertising spend across networks. Companies have to be extremely efficient to get results on Facebook when targeting new prospects due to so much activity. Spend on advertising on social platforms has risen from 23% in 2013 to over 35% in 2017, now the second largest digital advertising format.
How to do it: the smart marketers will diversify and learn how to effectively spend budgets on other social networks like Twitter and Linkedin. These different networks each offer valuable and unique ways to target users, such as by handle on Twitter and by keyword on Pinterest.
What does this mean for you?
It is important that the agriculture and rural industries take advantage of these trends in 2018. By engaging in some of the strategies above, you will have the chance to build better connections with your customer base, whether that is to industry, to the public, or for shared consumption.
As Generation Z are beginning to enter the world of work properly, they will have increased buying power for some time. Brands should hopefully begin to recognise this and shift their social media strategies accordingly to platforms such as Instagram and Snapchat, as part of the marketing focus alongside Facebook and Twitter, which will start to influence millennials as well.
Who are Social Jungle?
Industry experts Alison Teare and Simon Haley formed Social Jungle in 2016 to provide social media masterclasses, advice, strategy and training to the agriculture, food and rural business sectors.
We believe the positive power of social media offers massive opportunities for those who are willing to learn to use the social platforms to form strong relationships with existing and perspective customers, to build their brand and to market their businesses.
We are here to help! Get in touch …