When something can become a trending topic in a matter of seconds, it is important for social media marketers to always stay up-to-date on the marketing trends affecting social media.
How to succeed in social media? Monitor and adjust your strategy to these trends:
1. Real-Time Marketing is Redefined
Historically, Real-Time Marketing (RTM) has been described as having a clever response to a trending topic at a moment’s notice. But these days the description is shifting to having “the right content to share with the right audience at the right time.”
This means you really have to know your audience, what kind of content gets them engaged, and which posts will get their attention. We have given a lot of advice about RTM – how to newsjack upcoming events, and how to prepare content in advance to really adhere to this shifting trend.
Thanks to marketing automation, personalization is becoming a norm rather than an advantage.
2. Privacy is Your Priority
After all privacy and data security scandals, it’s no wonder privacy regulation has become a huge trend over the years.
Hari Ravichandran, founder of Aura, names data protection one of the biggest business opportunities these days: If you can figure the balance between data protection and data analytics, you will win your niche.
3. Social Media Ad Spending Increases
It’s no secret that Facebook posts have seen organic reach decline in the last year with an updated algorithm. It especially has caused frustration across small businesses due to the limited budget these companies have to work with.
The trick is to provide less sales-related and more industry-related content as organic posts to enhance brand awareness, and save your sales and promotional content for the ads. This way you can balance your Facebook checkbook and keep your content in front of your fans. (Utilizing targeting tools to the social audience that you know will engage can help keep these costs down and return on your investment (ROI) high!)
4. Content Marketing Continues to Grow
While content sharing continues to increase, social media marketers continue to struggle with measuring the ROI of such efforts. The ROI of social media or content marketing is notoriously in murky waters. But remember, there isn’t one formula for all; ROI will be calculated differently for every organization.
It all depends on the goals of your content. Should the result be the download of a whitepaper or a visit to your website? Establishing these goals before you release the content will help you visualize your results with quantifying value.
5. Video Isn’t Just About YouTube Anymore
Facebook topped YouTube in U.S. desktop views by 1 billion views back in August 2014. And the rumor is that Facebook is giving more value to Facebook videos over YouTube videos in organic reach.
According to JSH&A, Vine and Tumblr are also incrementally seeing more video views, suggesting that video is no longer a one-size-fits-all solution across platforms.
6. Facebook is No Longer King of Engagement
The point JSH&A wants to point out here is that “A Facebook-first or Facebook-only approach may no longer make sense for some brands.”
This doesn’t mean that ALL brands should abandon sharing to Facebook and start an account on EVERY platform. You have to make informed decisions about where your audience is engaging with the brands they love, and post effective, visual, and valuable content to those platforms.
While the infographic points out that Pinterst, Tumblr, and Instagram have gained more than 10MM visitors last year, it is likely that those users are already present on Facebook.
So what is the moral of the story?
Stay visual, stay engaged, stay informed, and you will be able to provide valuable content to the audience you have established a loyal relationship with on social media.