Digital marketing in general, and social media in particular, has been evolving rapidly and becoming crucial to any brand looking to stand out and be noticed amid the crowd.
“Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built.” – Ryan Lilly, author.
Social media’s evolution has been growing exponentially and it’s important to keep up with the trends, which is why we have put together a list of things to look out for when working on your 2017 digital strategy.
The rise of Snapchat, Periscope and Facebook Live has changed the way we share our stories and offered a real way to engage with an audience in real-time. While this trend is still in its early stages, market research studies have found that more and more viewers are moving from TV to social, which will push broadcast stations to consider developing a solid digital livestreaming strategy for the years to come. Brands will have to bring out their A game to stand out in this area and attain high exposure; and the competition has already started to get hot and heavy. Take a look at Paco Rabanne’s interactive Facebook Live game for example: https://www.facebook.com/Million/
If you haven’t included video in your digital strategy yet, now is the time to do so. Video content has proven to be a successful component in any digital marketing strategy due to its interactive nature. Not only does video allow you to increase brand awareness and customer loyalty, it also leads to positive ROI compared to regular social media posts and blog posts.
Snapchat has paved the way and raised the bar for the expiring content trend, which led most of its competitors to “borrow” this feature. Consumers are attracted to the idea of having exclusive access to disappearing content, and a limited timeframe in which they consume this content. It will be interesting to see how creative brands can get in adopting this tactic in 2017!
User Generated Content
One of the most important things for a brand to do is to keep its content as human and personalized as possible to build trust with fans. And what better way to do that than to let your community do your work for you? Your fans will get their 15 minutes of fame, and you will collect content for your digital strategy at zero cost, all the while increasing engagement on your social networks. Sounds like the perfect win-win situation, doesn’t it?
This may not come as a surprise to many, especially when mobile traffic is greatly exceeding desktop traffic, with more than 90% of consumers owning a smartphone. It’s important to take mobile into consideration when working on your content, and optimize it for mobile, especially when it comes to having a responsive website that Google considers “mobile friendly”.