Social media platforms are constantly evolving and changing as new technology gets implemented and new trends take over platforms. Advertisers are going to have to adjust and keep ahead of these trends so they can get the most out of their social media advertising budget and reach as many people as possible. So what trends can we expect to take off in 2018?
Influencers are already a key part of any advertisers marketing mix, and as consumers continue to trust traditional advertising less and less, expect more companies to rely on social media influencers to advertise their products. Studies have shown that around 74% of social media users look to their feeds for advice when making a purchase and 40% of people have bought something an influencer has promoted, making it a very effective form of advertising when done right. As influencer marketing becomes more prevalent, consumers will begin to become skeptical so it’s important that the promotions appear authentic and relevant. This means fostering relationships with the right influencers who will be able to reach your target audience in a meaningful way.
Video content is quickly becoming one of the most important aspects of any social media advertising campaign, in 2017 around 90% of all shared content on social media is video, so not having video in your marketing mix is no longer an option. As well as sharing traditional viral videos and ads, brands are now beginning to utilize ephemeral video content through apps like Snapchat and Instagram stories. These short-lived videos often seem more authentic and real than a highly produced and curated video uploaded to twitter or Instagram, and as consumers search for more authenticity from advertisers these ephemeral videos will become more important.
As phone technology gets more advanced, advertisers will have the opportunity to start utilizing augmented reality for promotions and marketing. The technology is still in its early stages but Ikea have already released an app that allows users to place furniture in their home virtually to see how it would fit into their living rooms.
As artificial intelligence technology gets better and better expect to see more companies utilizing chatbots on their social media accounts. Customers want quick responses to their questions and enquiries so having chatbots capable of giving the customer the information they want as quickly as possible will be a key part of customer service. According to research company Gartner, by 2018 30% of all interactions with technology will be through “conversations” with smart machines, so if your company gets a lot of online enquiries chatbots could be worth looking into.