Social media is a constantly evolving space, with some changes being more drastic than others. Predictions were made before 2018 of what marketing would look like this year and with the new year underway, we took time talk about how these trends will actually pan out.
From Facebook to influencer marketing to video content—participants weighed in with their two cents as marketing professionals.
Community, Not Audience
Marketers know they have to flex when it comes to social platforms, but Facebook’s latest news had brands in a fluster. Utilizing a mixture of quality content, investing in your existing relationships and some paid budget can help you as Facebook updates their algorithm.
A1. We are definitely embracing the role of boosting more, but also ensuring our content is more aligned to the needs/wants of our customers as opposed to our business. #SproutChat pic.twitter.com/pqLxfvxX1O
— Lisa 👩🏼💻 Social Media Manager (@lisaboylesmedia) January 31, 2018
A1 We have always enjoyed talking with our community on a regular basis so that doesn’t change. But are we exploring new ways to do so? You betcha. And that’s not just FB. That’s all social. #SproutChat
— Content Marketing (@CMIContent) January 31, 2018
A1: I always am looking at ways to improve our strategy, just like SEO, Facebook can make changes at any moment to their newsfeed, just have to learn and adapt. #SproutChat
— Daniel Hachey (@daniel_hachey) January 31, 2018
A1: I think that it’s important to shift your Facebook strategy as Facebook shifts the way they attend people to use the platform. There will always be a little fight back at first, but eventually these practices will become a norm (until they change it again). #SproutChat
— Taryn Grisham (@taryn_grisham) January 31, 2018
The Turn to Micro-Influencers
Influencer marketing saw quite a bit of movement in 2017, but the shift to micro-influencers will be noticeable this year. Brands will turn to their biggest brand champions, where they have existing relationships, rather than use big names with no connection to the brand.
A2 interesting concept. Being in B2B we’ve opted not to use “influencers” but instead find brand advocates that we can promote in the ecosystem just as much as the promote us (versus getting $$ or product like most influencers) #SproutChat
— Cheyenne Havens (@cheyhavens) January 31, 2018
A2 – Influencer testimonials will always carry sway, but consumers are getting more savvy to paid promotions so they ring as less authentic. They aren’t going to slow down, but brands have to double down on making sure the fit is spot on #sproutchat
— Colby Reade (@colbyreade) January 31, 2018
A2 #SproutChat: i see micro-influencer marketing as a much more effective 2018 strategy than influencer. Esp w @facebook’s new algorithm, impnt to target messages to specific communities (even if you’re also casting a wider net in other posts). Micro-influencers can help w this.
— Jenny S. West (@jennyswest) January 31, 2018
A2: Influencer marketing is continuing to grow in 2018, but with a heavier focus on micro-influencers – those that have a smaller following but in a niche market. #SproutChat
— Cree Jones (@jones_cree) January 31, 2018
A2: It will be more important, but so will be influencer vetting. We’re seeing more and more brands bring them in-house this year.
The main difference when using a micro-influencer is having a smaller, but much more engaged and active audience.#SproutChat
— Jeff Higgins Had Kelsey Grammer Call Him Bad Words (@ItsJeffHiggins) January 31, 2018
Video Is Here to Stay
Marketers have come around and fully embraced video in their social content strategies. In 2018, we continue to see this trend going strong with a particular focus on live streaming. Social is the most real-time marketing channel out there, so time is of the essence with this feature.
A4: Video is still a big player, but there’s definitely a shift to live and ephemeral content because platform algorithms tend to favor these content types over normal posts. #SproutChat
— Simply Measured (@simplymeasured) January 31, 2018
Organizations will continue to get smart about video also — monitoring metrics, and managing the complexities of platforms (YouTube, LinkedIn native, etc). Video strategy will be more nuanced. Laggards will fall more behind. #SproutChat
— allison ryder (@allisonryder) January 31, 2018
A4: Video is only going to increase in popular, whether it’s on YouTube or using platforms like Facebook Live.
They provide an incredible way to connect with your audience and build relationships. #SproutChat
— Express Writers (@ExpWriters) January 31, 2018
A4 #SproutChat: oh man. Expectations will skyrocket. Video won’t be enough, it’ll have to be a super duper visually engaging and creative video. Not complaining-will be fun! But will make developing appropriate skill sets/evolving as content creators imperative.
— Jenny S. West (@jennyswest) January 31, 2018
Crafting the Story
Storytelling has always been vital for brands, but teams will be even more pressed to create narratives that do well in ephemeral messaging. Brands will have to dig deeper and find ways to engage with their audience even further.
A6: Ephemeral messaging gives brands the opportunity to create urgency and action. And it will be increasingly important for brands to tell a full story in a short period. #SproutChat pic.twitter.com/cWes3s4ou2
— Simply Measured (@simplymeasured) January 31, 2018
A6. I think with peoples shorter attention span, specifically when on social media, will change the way businesses need to post content. Short and Simple is going to be the norm. #SproutChat
— Amie Fouchie (@amiefouchie) January 31, 2018
A6. I think that more storytelling will bring educational value to the business community #sproutchat
— Cheval John (@chevd80) January 31, 2018
A6: Broadly-and ambitiously-speaking, people will want experiential presentation. I see the clear next big change as #social embracing VR in forms once reserved for the gaming world. I’ve seen it happen in #academia – and if they do it, anyone can 😂 #SproutChat
— Jenny S. West (@jennyswest) January 31, 2018
A6 Brands will learn broadcasting doesn’t work. So creating personal connections w/stories will be more important. #sproutchat
— Martin Lieberman (@martinlieberman) January 31, 2018
Join us next Wednesday to talk with Sprout All Star Elite, Erika Heald, about the value of supporting customer stories with case studies. Until then, be sure to join our Facebook community to connect with other social media marketers.