With 2018 already here (what?!) the bliss of the holidays is passing minute by minute, as we all settle back into the exciting year that will be 2018. Last year saw huge leaps and bounds in functionality and technology advancements across multiple platforms, which means that the pace will quicken in 2018 as the battle of the social media giants continues to rage.
Check out what’s trending in the social media landscape this year …
While most social media platforms are experiencing high growth, a little birdy has told us that Twitter is in decline. With efforts to revive its reach by increasing the traditional word count from 140 characters up to 280 characters might have seemed like a good idea at the time, so far this effort has failed to deliver any success for the failing platform. With little to no effort expended on its advertising platform during the past year, their focus on user acquisition instead, has seen marketers turn to other more successful platforms to get more bang for their buck.
While Twitter is flailing, LinkedIn is on the rise. The team has delivered numerous improvements to its advertising platform during 2017, offering users a cleaner interface and delivering new opportunities for both the B2B and B2C sectors. LinkedIn is an advertising player to watch in 2018, so if you haven’t reviewed their updated offerings, now is the perfect time to get on board.
Artificial Intelligence (AI) & Machine Learning (ML) is on the move in 2018, with Facebook Messenger Chatbots leading the charge! If you haven’t noticed it, the Business Manager on Facebook continues to grow in functionality. The platform collects and stores information to create customer profile and behaviour data, which allows marketers to target with pin point precision. This data is the beating heart that is driving the AI & ML revolution. Soon your clients won’t know whether they are talking to a person, or a computer. Industry leader Adobe is already predicting that our machines will begin making marketing decisions on our behalf. So, dip your toes in the water this year, because this trend is on the move.
SnapChat & Instagram
Instagram continues to grow at an astounding rate, with the platform offering the highest level of engagement in comparison to its other social buddies. In under one year, Instagram Stories became more popular than the SnapChat offering. Bad news for SnapChat though, as more and more users are switching off from the platform, which continues to decrease in popularity, while advertisers are moving their budgets away, finding the channel’s ROI less than appealing.
Brands have been pouring millions into influencers on social media platforms for a few years now, however, the consensus is that they are not seeing the results that they could achieve from other, more effective and easy to track platforms. While great for driving awareness, the actual ROI is not apparent and 2018 will most likely see a sharp decrease in this style of marketing.
New technologies, increasing evolutions and improvements platforms and the likely entrance of new players will all affect the outcome of these trends as 2018 progresses, so keep your eyes and ears open, focus on what is important to your business, go where your clients are you should do just fine!
If the social media rollercoaster seems a bit overwhelming, we’d love to help. Give us a call anytime to discuss how organic and paid social marketing can grow your business in 2018!