turn followers into admirers – WAU
We can no longer deny that social networks dominate the market and are one of the main ways to earn revenue. They are constantly changing and, therefore, those who work in the area must always be prepared. Media and technological revolutions happen all the time. So, how to position a brand on social networks? New challenges are […]
We can no longer deny that social networks dominate the market and are one of the main ways to earn revenue. They are constantly changing and, therefore, those who work in the area must always be prepared.
Media and technological revolutions happen all the time. So, how to position a brand on social networks?
New challenges are presented each year and the way each brand deals with these small revolutions directly affects its success. To create good planning and achieve your goals on social networks, it is necessary to understand the present and future scenario.
Discover now the main social media trends for 2018 and prepare your strategy for the next year!
Also check out the 2018 Social Media Trends report for insights based on data on major social networks:
What shaped 2017
2017 was an extremely important year for digital marketing, especially when it comes to social media.
We saw the big boom in audiovisual content, which dominated the posts on the giants Facebook and Instagram, not to mention the growth of Youtube.
The organic reach was increasingly affected by the updates of the algorithms, awakening the need for innovations and planned investments in ads, in the constant struggle of brands to reach their followers.
In addition, we were able to observe transformations and novelties that enabled new uses and, consequently, required adaptations.
The coming year promises to be even more challenging for companies, which will have to be sharp to keep their followers engaged and guarantee social networks as constant generators of business opportunities.
Main challenges for 2018
1. Further decline in organic reach
If you are noticing your diminishing reach, prepare yourself: this is a trend for all social networks.
There are two main reasons for this to happen.
First, platforms need to monetize and, for that, they create ways for you to invest in them. Organic reach is reduced, and ads become the option to get more engagement. Set aside a specific budget for paid ads in 2018, because this trend will only grow.
The other reason is that these networks prioritize the user experience. This means that many times your post will not reach the consumer because it is not as relevant to him as that of a family member, for example. The algorithms recognize this and choose the most relevant content for their users.
Finding ways to stay ahead of these codes by delivering differentiated and relevant content will continue to be one of the biggest challenges for brands.
2. New ways to make videos
As you will still read here, audiovisual content promises to gain more strength next year. Even today, it is almost impossible to enter your Facebook, for example, and not find several videos.
The challenge that arises is related to the saturation of this strategy.
Although the videos continue to grow, it will be necessary to deliver differentiated content and formats to attract users’ attention amid so much information. So be sure to make productions out of the curve.
3. Change in forms of consumption
Not only new features emerge. Platforms and means of consuming content are gaining strength every day.
If many people used to access the internet through computers, today most of the online traffic comes from mobile devices. And that’s not all that has changed!
The relationship between users and brands increasingly tends towards horizontality, that is, a dialogue between equals. Therefore, finding ways to insert users into content production is one of the greatest challenges.
To get ahead, you need to understand your audience’s demands and ways of relating and adapt your content production accordingly.
The 7 biggest social media trends for 2018
1. Growth of communities
In 2017 it was possible to notice the growth and strengthening of communities on social networks. This is a trend that gains even more strength in 2018.
Groups on social networks such as LinkedIn and Facebook are tools increasingly used by companies as a way to engage their followers and strengthen the relationship.
When well managed and relevant to users, andThese groups can assist in the algorithm of company profiles. We can already see in them a great opportunity to start circumventing the decline in organic reach.
But it is not only in groups that you can build a community on social networks. Brands have groups that are always present in their profiles – those people who always comment, react and share their publications.
How companies can manage their community for better results remains a challenge.
What many brands need to pay attention to is that there are several ways to manage your followers and make them brand advocates, which will contribute to the growth of the network and the success of the brand.
2. User-generated content
As already mentioned, we are in a reality with extremely active and empowered consumers. The followers of the brands not only want to feel represented by what they see on social networks: they want to perceive themselves as characters in that construction.
One way to adapt to this reality is to invest in content generated by the user. A great example is Buffer, a social media management tools company, which has an Instagram profile 100% built with user posts.
This strategy is not a trend by chance. It can bring valuable benefits to any brand.
An example is the optimization of the management of social networks. If your Instagram profile is entirely made up of your fan community, your social media experts have little effort in producing content and can focus on results and other strategies.
Furthermore, if consumer-focused content generates engagement, imagine one produced by them! Explore that potential.
3. Opportunities with ephemeral content
In recent years we have seen the growth of ephemeral content on social networks. But what, exactly, is ephemeral content?
They are fleeting moments! A Stories, for example, stays only 24 hours on the air. If the user misses that moment, they will probably never be able to recover it.
This type of content brings great opportunities for companies, as they create a sense of urgency in the user. The strategy is called fear of missing out – which in literal translation means fear of losing -, which makes people not want to miss that moment.
Such characteristics bring an opportunity to engage users even more, who only have that moment to experience and share the content.
Authenticity is another value that these contents can convey. Because they are often done quickly, they show the reality of the company and strengthen the link between the brand and the public.
In addition, it is a possibility to encourage mobile consumption among its users, one of the biggest trends for the future. We will see this better in the next topic.
4. Mobile takes care
That many people have a smartphone you already know! But do you have a sense of what that means?
By next year, more than 2.4 billion people will be active mobile users. This represents a representative niche for the market and the trend, as you can see, is for this number to grow every year.
Some companies already invest in getting traffic via mobile. However, the demand for these adaptable content does not match what is currently produced, especially on social networks.
Understanding consumer habits is essential for the success of your strategy, which will always aim at optimizing your user’s experience with your product / service.
The coming year comes as an ultimatum for brands that still don’t invest in the adaptability of their content: start right now or stay behind.
5. Focus on generation Z
Generation Z youths – born between 1993 and 2012 – take over social media. If this is not a concern for your company before, rethink! These people accumulate more and more capital and have a large share in the consumer market.
And social networks directly affect the consumption habits of this generation: 80% of their purchases are influenced by what they see on these platforms.
Allied to this, a large part of these people’s connections are also present in social media, which facilitates the dissemination of information about the brand’s products and services.
These young people offer great opportunities, because when they believe in a company they become defenders of the brand. But beware! The reverse is also true, and when disappointed by a product, service or service, it can be the nightmare of any endeavor.
Therefore, knowing how to work with this larger and more powerful part of the population is a fundamental factor for the success or failure of a brand.
6. The chatbots revolution
Companies are increasingly investing in chatbots: 20% of the content generated in the business market will be generated by machines until next year.
These tools are increasingly intelligent and ready to serve consumers in any situation. They offer the possibility of a quick and humanized service, optimizing the work of professionals in the area.
With automation in contact with users, it is easier to redirect and give proper treatment to each case.
The reception of people with these tools can surprise you! A survey conducted by Retale among Millennials – people born between 1980 and 1995 – showed how interested and open they would be for interactions with chatbots. The vast majority are willing to try this new strategy.
Consumers will have answers more quickly and companies will be able to optimize the time allocated to attendance.
7. Even more powerful audiovisual content
It is practically impossible to join any social network and not find dozens of video content. This has been a trend for some time, but 2018 is really the year that this strategy will take over social media.
In just four years, 80% of all internet traffic will be generated by videos, according to research by Cisco. If that’s not enough to start investing in this type of content, know that on Facebook, half a billion people consume videos every day.
We all watch videos all day, and that data only proves it. As we said earlier, this great exposure of audiovisual content can generate saturation in users. However, this challenge can become a great opportunity for marketers.
Brands that are able to think outside the box and do it differently from all others will surely come out ahead in this dispute for consumer attention.
If you made it this far you already know what to do to achieve even better results next year! Understanding what is trending is valuable for optimizing your strategy.
Working with social networks is always complex, due to the countless changes that happen and the risks that we need to take. But knowing how to invest in them can be what will guarantee your results.
If you want to learn more about the topic, I recommend reading the complete ebook on all social networks!