Dominate social in 2019
Posted By Charlotte Trotman
Social media is constantly evolving and changing, and 2019 is set to be another year of rapid change and progression in the social dimension!
It can be hard for marketers to keep up with what seems to be ever-changing social updates, but it is extremely important that businesses are at the forefront of the latest social industry trends that are most relevant to them, in order to keep ahead of the competition and boost their potential for success.
If you want to dominate social media in 2019, here are some of the trends you’ll want to watch out for and put on your to-do list:
- User generated content (UGC) – word of mouth has always been one of the most effective marketing tactics, but with social media use growing year-on-year, this has now moved from verbal to virtual word of mouth, with user generated content being one of the best ways to deliver this. UGC is any piece of unpaid content that has been created by a brand’s audience, consisting of pictures, videos, blogs, Instagram Stories – the list goes on. Brands are using more and more UGC across their own platforms as, according to ComScore, content that’s created by consumers is seen as 60% more authentic than content created by brands or stock imagery. So, you can expect to see a lot more of this type of content across your favourite brand pages in 2019.
- Influencer marketing – influencer marketing is all the rage right now and it doesn’t look like slowing down in 2019! There are thousands of influencers out there offering brands their services, to target their followers with products that represent their page and target audience. Brands are honing in on this form of marketing massively to promote their brand and products indirectly. A survey by Collective Bias found that 30% of consumers are far more likely to buy a product recommended by a non-celebrity blogger, as they can relate more to their opinions than that of a celebrity, and are far more influential because of the unique relationships they have with their community. So, be prepared to start seeing way more of your favourite bloggers adding #ad next to posts.
- Evolution of throwaway content – it is in every marketers DNA to create content that will last forever; however, the short-term lifespan of ephemeral content across platforms such as Snapchat and Instagram Stories creates a sense of urgency, in other words, FOMO (fear of missing out), and no-one likes being the last person to know! This type of content gives viewers the opportunity to react almost immediately and engage in the present moment, helping to make the connection between brand and customer more authentic and real.
- The rise and rise of video – just like live video, traditional video will continue to grow at a rapid rate. By 2019, studies expect video to account for a staggering 85% of total internet traffic. People no longer have the time to sit and read through lengthy blog posts and, with much shorter attention spans, we all want immediate content that tells us exactly what we want to know – I know I sure do! We shall see a rapid rise in brands using much shorter videos that are less than 10 seconds long, to keep their audience engaged. Even videos that are 30 – 60 seconds long see almost half of audiences lose interest, compared to short, sharp video snippets.
These are just some of the trends that you will see being used by brands even more in the coming year, as well as, chatbots, mobile marketing, video ads and social listening.
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