Article

Ben Hollom
Ben Hollom 16 August 2016

The State Of Social Media In 2016

Social media will always keep us on our toes. We kind of like it that way, although it can be frustrating for brands. Just as you think you’ve got it pinned down, the goalposts are moved, requiring you to adapt your approach.

If you don’t give social media marketing due time and thought, you can quickly find your practices out-of-date and your posts bereft of responses.

It’s one of the reasons brands choose to outsource their social media marketing to specialists, whose job it is to stay on top of the trends and changes in user behaviour.

At the moment, there are six specific trends forcing brands to adapt their social media practices, according to marketing guru Jayson DeMers, who writes for Forbes.

1. Diminishing organic reach

Brands have not been best pleased with Facebook of late, over its decision to decrease the organic reach companies and organisations are able to achieve on the network.

We’re a little more pragmatic about it than most. It’s hard to criticise Facebook for ensuring that individual users get to see the content they log in to see – that being content from their friends.

That doesn’t make reading that Facebook’s latest algorithm resulted in publishers reaching 42% fewer people any easier, but we now know that we have to pay for the privilege of ensuring our content is being received.

2. In-the-moment favouritism

I’ll admit it, I was one of the people who said “live streaming video on social? I’m not sure about that” when Periscope and Meerkat first came on the scene. However, it looks like it might just take off, you know.

While it’s still somewhat rare to see a brand use Periscope and Facebook Live as part of their social media campaign, there are signs that it won’t be long before we’re all using the live-streaming apps for the purpose of marketing.

Cast your minds back to the start of the year, when 50,000 people tuned in to Periscope to watch a puddle of water in Newcastle. Users are excited by in-the-moment content, which necessitates being shared with friends and followers immediately.

3. Less content, higher quality

We’ve long championed quality over quantity when it comes to social posts, wary not to bombard users with more content than they can cope with. Reply to tweets until your heart’s content, but avoid re-sharing previous content too often.

With Twitter on something of a downward spiral in terms of users, and many transitioning across to Instagram instead, it suggests people prefer it when their social timelines are not quite so crowded. In their minds too, it seems that less is more.

4. More varied reactions

At the start of the year, users on Facebook were still only able to “like” content – but it wasn’t always fitting of how people were genuinely reacting to the content they were viewing.

Now, however, users can hit “sad” or “angry” after reading a post on Facebook, in addition to “like”.

Naturally, this has prompted posters to find new ways to engage. Brands are no longer worried about posting a piece of content that is difficult to “like”, with users able to react accordingly based on the tone of the content. While research suggests that users are still most likely to hit “like” – it’s what they’ve become accustomed to, after all – there is now greater scope for more real reactions.

5. Shorter, faster exchanges

Writing an extended response on a mobile device is still a somewhat laborious task – it’s much easier to get straight to the point, using emojis and visual content to keeps things fluid.

Ending a post with a question, then, will probably prove fruitless, unless users can respond in a short, sharp fashion, ideally with emojis, visuals or video. You just need to look at the responses to any tweet from a Premier League football club for evidence of this – users are using GIFS, in particular, like they just been invented.

Brands, therefore, are tasked with posting social content that is conducive to shorter, faster and more concise conversations.

6. Dying clickbait

We’re delighted to see that clickbait-style articles – those pieces which rarely live up to their headlines – are seeing significantly lower rates of success and engagement these days.

Too many times users have been burned from clicking on an article that promised so much, but delivered so little. If you’re going to use a bold, promise-the-world headline, you’ve got to make sure the content itself lives up to expectations.

If it doesn’t, your followers will not bother clicking through to your website the next time you try to tempt them in.

Are these trends representative of your social media efforts? If not, you’d be wise to arrange a strategy meeting in quick-time!

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

One of the most important principles I've learned is the so-called Pareto Rule. This principle holds particular importance for aspiring online entrepreneurs. If you are a Blogger, Digital Marketer, Amazon Seller, AdSense expert, then Pareto’s Rule applies to your business. Understanding it is vital to your success.

Alex Papaconstantinou
Alex Papaconstantinou 17 May 2017
Read more