Nowadays, it’s hard to get noticed because everyone is on social media. People are creating more content while organic reach is declining.Social media usage isn’t slowing down. It’s more influential than ever. Click To Tweet
In today’s blog post, I am going to share with you findings from Hootsuite’s Social Media Trends to Put into Practice in 2017. If you want to watch the webinar, click here to register.
I’m sure you can agree that search is still king for helping you when it comes to researching business’s products and services. BUT, social networks are beating out searched for discovery, especially when it comes to younger buyers. According to GlobalWebindex, 37% of internet users turn to social networks to research brands or products, an increase of the 28% seen back in 2015.
GlobalWebindex also states that 98% of online consumers (16-64 years old) globally say they have visited or used social media within the last month. Digital users have an average of almost eight accounts, a number that has doubled since 2012. Social media is only 6% behind search engines as the number one place to research brands.
Another finding is that video is taking over social media. A May 2016 study done by Animoto found that 70% of marketers plan to use social video advertising in the next 12 months with Facebook being the platform of choice.
While watching the Hootsuite webinar, you will learn there are 3 key challenges marketers are going to face this year.
- Organic reach will continue to decline for brands – A study by Locowise found an average of 2.6% reach for brands on Facebook based on an analysis of 5,000 Facebook pages.
- Pay-to-Play will increase because organic reach is declining.
- Marketers will start focusing on measuring the tangible impact of social when it comes to their business goals.
How social networks will evolve in 2017:
- LinkedIn – as you may have heard, Microsoft purchased LinkedIn in 2016. You can expect LinkedIn to invest in their content platform as they try to become the single place professionals go to stay on top of things happening in their network, industry, and profession. They will also invest in social selling.
- Facebook – they will remain as the top social media platform marketers use to drive conversions. But, businesses are finding Facebook is becoming a pay-to-play network. Marketers will start utilizing Facebook Live as well as their Marketplace.
- Twitter – they will focus on being where people go to experience, create and report on moments in time – such as breaking news. Businesses will continue to use Twitter to create shareable customer experience, increase loyalty and quickly serve their customers.
- Instagram – works well for brand awareness and engaging your community. Brands will use Instagram to inspire customers and fuel social discovery of new products and services.
What you should know about social discovery:
- Know your audience – older buyers use search engines while millennials often turn to Instagram or Facebook.
- Go to social first when it comes to sharing content – take advantage of Facebook Live (host a Q&A), Instagram Live as well as Twitter Chats.
Other things covered during this webinar:
- Pinterest ups their game as a place for people to discover and buy
- With the newest version of Facebook Messenger, brands can now accept payments via chat
- Using Instagram to sell products just got a lot easier
- Dark social is rising (channels such as email and instant messaging)
- Video ignites social advertising
After reading this, I hope you are convinced that social media is the wave of the future. It is never going away and it will only get better as the years go on.
In my next blog post, I am going to talk about how Facebook’s algorithm works.
Until then, Keep Calm & Love Social Media!
Also published on Medium.