There are five major trends that are defining this next wave of social media.
1) New Channels
One of Facebook’s most recent hits is Facebook Messenger. It’s one of a handful of new channels that’s dominating time spent on social.
A modern social media marketing strategy doesn’t try to drive people out of these sites, they turn these sites into a conversion funnel in and of themselves. They create amazing content that brings attention and use ads and technology to convert those users in network. No landing pages, no emails. This is true for all networks now, not just Instagram.
People want video. You may have noticed how much more video you’re seeing in your Facebook and LinkedIn feeds -- expect more.
Video should be part of all your marketing campaigns. It can be live, pre-produced, casual, or polished. You’ll figure out what works for your audience, but you have to get started now if you haven’t already. An easy way to figure out what to create is to always ask, “What’s the video element?” about every single marketing campaign your team creates. Once you get started start reviewing the data. Focus on metrics like watch time over views, and let that be your guide to decide what’s working.
You, me, and everyone else in the world have relatively cheap, extremely powerful, mobile phones in our pockets. Wifi is now everywhere, and 4G networks can be found in all corners of the globe. This has made accessing the internet and consuming content on mobile much easier. And it turns out that as long as the experience is good, people prefer using their mobile device for everything.
80% of social usage now comes from mobile devices.
4) Social Ads
You don’t have to always be running ads or use them for every campaign. But if you can’t effectively use paid media to amplify your inbound marketing strategy, you’re going to lose to the competition.
You also don’t need to have a massive budget to be successful. Ads can be easily scaled up and down, so when you figure out the right conversion path and reach profitability, dial things up.
5) Artificial Intelligence
Machine learning and artificial intelligence are ideas that marketers are chomping at the bit to put to work. But the question that hasn’t been answered is how? Social Media and Social Ads are the answer.
No other marketing channel has grasped AI like social. It defines what content you see, what ads you're served, and how you engage with your friends. In many ways AI defines social, and it’s important to keep this in mind when creating content. There is no more optimizing for time of day or keywords in social, everything is defined by a machine learning algorithm specific to individuals. When you're thinking about content try to think like the machines.
Facebook and others have now made the same AI that powers what content is shown to whom, available to better target your ads. When you run Facebook ads for instance, you have a powerful tool set of AI at your fingertips.
Upload lists of your most valuable customers or highest priority prospect to Facebook and then implement Lookalike Audiences. With this data Facebook will put its AI to work by combining with their global user data to serve your ads to only the most valuable people.
Contact us at Caney Creek Studio for a free consultation on how to use data analysis, social media, video production, and digital marketing to promote your business.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.