What is Social Media’s Future ? What Is New In This Area ?
When social media arrived on the scene, it was all the rage with technology early adopters and Millennials. Today, even grandparents are using certain platforms regularly. The importance of social media today by no means can be disputed. But, that importance is no longer simply because it is new. Rather, it is because social media offers something truly useful to the world. This move from novelty to purpose will transport social media to a whole new place in society and in marketing campaigns over the next few years.
Once upon a time, there was no Facebook, Twitter, Instagram or YouTube. Our lives did not revolve around a stream of status updates, tweets, videos and filtered photos. That was just 10 years ago.
Social Media has cemented its hold on businesses as more and more marketers indicate that they are placing a high value on it and are wanting to master social tactics that effectively engage their audience. The past year has seen an increase in Social Media Marketing through countless studies, practices, industry trends and even some major acquisitions in the space. However, the exciting possibilities are yet to come as Facebook and Twitter announce potential “buy” buttons that help drive an even more personalized experience to consumers. Trends such as paid amplification, content directed to new wearable tech, native advertising are just some of the examples of what’s to come in 2015.
What is Social Media’s Future ? What Is New In This Area ?
Video Becomes the Content of Choice
In 2015, video will dominate as the social media content format of choice. Further, regular video segments, like podcasts and blog posts, will come into their own as a form of content that drives social engagement and other marketing goals.
Let’s look closer. In August 2014, Facebook surpassed YouTube in the number of video views via desktop according to com Score. It’s important to note that YouTube still has more views across all devices. As of September 2014, Facebook attracted a billion video views per day, a roughly 30-fold increase since July.
Information Density Creates Hurdles
By 2020, the amount of information on the web is expected to increase by 600% (and some believe that number is low!). The challenge of cutting through the content shock and earning a share of the limited customer attention span is the marketing challenge for the foreseeable future.
This reality is behind important shifts occurring in the next year:
- Business migration away from Facebook. The drop in organic reach has been apocalyptic for many businesses. Why? There’s too much content on Facebook and the company is forced to ratchet down the reach. We’ll have to either spend a lot more money on Hollywood-quality content, a lot more money on advertising or both. This will force some businesses to reconsider Facebook as a viable channel and enable a migration to less noisy venues.
- Emergence of new content forms. As the web adapts to and adopts these new realities, it will drive innovations that help businesses stand out. I predict that we’ll see some interesting new content forms develop in 2015. A couple of areas ripe for innovation are interactive video and new types of short-form visual content.
Fighting through filters. New apps and filters are emerging to help consumers make better content choices. One example is Zite, which filters content for you as it learns about your preferences. As more people turn to these apps to sort the clutter, the marketer’s attention will turn toward the new challenge of getting messages through these new filters.
SlideShare Becomes the YouTube for Business
Instagram is to Facebook as SlideShare is to LinkedIn. In other words, look for SlideShare to emerge as the key social network for business professionals to find and share bite-sized pieces of content while on the go in 2015.
Slide Share is currently where you create, distribute and consume presentations, and it’s a great tool for B2B marketers to do content marketing for their target audience. Good presentations drive page views, leads, SEO juice and often long-lasting evergreen content. In 2014, Slide Share added video capabilities for LinkedIn influencers. In 2015, Slide Share will extend video to their entire audience. Watch for Slide Share video to become YouTube for business.
YouTube Declines as Social Networks Embrace Hosted Video
Facebook, Twitter and LinkedIn will show preferential treatment to video content that is hosted on their own platform. This means that marketers will be uploading original video content to each social network (and not just short videos).
The social networks will give extra exposure to uploaded videos because they keep users on the platform longer and provide unique advertising opportunities. This distribution of video will radically transform the way marketers work with video.
Social Conversions Become Easier
Social micro-conversions will become an active and successful strategy with every business in 2015.
Currently, businesses look to promote on social media, direct traffic back to their site, introduce a call to action and then drive the visitor through the conversion. The needed behavior is rife with trouble, because it requires the consumer or prospective business to take many steps.
Paid Ads Become Unavoidable
In 2015, social networks will continue to find ways to push businesses into their advertising programs.
We already know that Facebook plans to stifle organic promotional posts in the news feed starting in January 2015, and that Twitter hasn’t ruled out implementing a Facebook-like algorithm for their news feed. Instagram is still busy expanding their advertising platform, and since they’re owned by Facebook, an algorithm that limits organic posts from businesses and brands could easily be added into the mix.
Hence, social media marketers who might have avoided social advertising in 2014 will be forced to embrace it in 2015.
Local Search Expands Google+
The rise of Google+, through Google Local Search results, will be a phenomenon in 2015.
Google has created the infrastructure to enable businesses to easily appear in Google search, and so many businesses still haven’t claimed their listings.
Once they have five reviews, the stars will be shown. The ‘star game’ will start to play out in 2015: authentic reviews will rise to the top and small businesses will have the chance to shin
Tech Innovations Change Marketing
With hardware innovation like Oculus Rift and D-Wave’s Quantum Computer popping up seemingly overnight, there’s no telling how hardware will affect the way we interact on social. And it most certainly will affect it, making engagement more intuitive, more in-time and more realistic than ever. Imagine what fully experiential quantum data integration will do to social interaction. The most active post on my Facebook page right now is a raging debate over having chips implanted like they’re doing in Sweden
Campaign Focus Shifts to Experience
In the information-driven and consumer-empowered world, relationship capital is the only business metric that stands the test of time. Brand love and customer advocacy is what takes care of the business bottom-line. To truly earn the trust and loyalty of educated, tech- and social-savvy, global, connected millennial consumers, it isn’t enough to distract them with short-term dazzle campaigns. To ignite and keep customer advocacy long-term, companies need to show that they care by repeatedly enabling meaningful experiences.
Paid Media Becomes Necessary
In 2014, we witnessed several changes in the way businesses are forced to approach Facebook marketing—first with the drop in organic reach, then the death of the like-gate and now the announcement of how Facebook plans to reduce the amount of promotional content coming from brands in the news feed. We should not be surprised if other networks eventually follow the same path.
In 2015, we’ll see the rise of paid media. Small businesses will have to get more educated about how to accelerate the distribution of different types of content at different stages of the sales funnel if they want to survive.