January 27, 2016
Social media is constantly in flux. Platforms that were virtually unknown to executives two years ago are now essential communication tools. (Here’s to you, Snapchat.) Successful Facebook post types, such as photos, have now given way to video. And don’t even get us started on the shifting nature of engagement rates.
As the Greek philosopher Heraclitus said over 2,000 years ago, “The only thing that is constant is change.”
It’s still true today. So, what changes are we expecting to see in 2016? Below you’ll find five of, what we consider to be, the most important changes in social media for 2016.
#1 Better Customer Service
While we wish we could chalk up better customer service to some root of “goodness” in humanity, the truth is that customer service will improve because it absolutely has to. Brands cannot afford to stay silent, be slow to respond, or–worse–be rude. And when I say, “cannot afford,” I mean that literally. Socially-responsive brands get 4x the engagement. So, if you aren’t doing it, your competitors will. If you want to see how customer service can be done with excellence, check out this recent blog post I wrote on Spotify’s Twitter engagement.
#2 More Purchases Directly from Social Networks
For the last few years, Facebook Pages have fired you off to Amazon or other e-commerce sites when it’s time to close the sale. In 2016, we expect to see many of those “buy moments” brought inside the social networks. Pinterest launched its “buy” button this past summer. It’s only a matter of time before Facebook, Twitter, and other networks follow suit.
#3 Virtual Reality (Facebook’s Oculus)
In the fall of 2015, Facebook introduced 360º videos to the News Feed. We believe that decision is just the beginning of what we’ll see from Facebook’s acquisition. As the technology develops, it will come down in price, making it possible for smaller companies to create 4K VR content and experiences.
#4 Snapchat Will Fully Become Marketer’s Territory
Snapchat has 100 million active users. 30% of millennials in the U.S. access Snapchat regularly. 8,800 photos are shared per second. (source)
You get the idea.
Snapchat is BIG. Yet many marketers have ignored it. After all, if you’ve already invested in three or four social networks… and are happy with the results you’re getting… why bother learning something new and adding another network to the mix?
While that attitude has been okay up until now, 2016 is the year where Snapchat will become impossible to ignore. Teen demographics, especially, make this platform impossible to ignore.
#5 More Live-Streaming
Periscope has already started to change the way we see stories. But Periscope is one of many new live video-streaming products in the social space. Facebook has launched its own live-streaming platform within the News Feed; Twitch, the video game live-streaming platform, has exploded to reach 45 million gamers per month; other networks have started to add their own live-streaming features, as well. Brands who can grasp the basics of a good live stream story may have the opportunity to see tremendous success on this front in 2016.
What social trends do you see on the horizon?
Tell us in the comments below what’s on your mind!
Digital & Social Articles on Business 2 Community
(14)
