20 Dec 3 Social Media Strategy Lessons Learned in 2016
2016 was a year of change in social media marketing. While this will always be the space of frequent change, 2016 was marked with continued growth among the “baby” networks (Snapchat), an evolution of content (video is now a top priority), and a notable swing in how users are interacting on the platforms (increasingly reading/digesting and sharing less of their own information). How can you keep up in 2017?
1. Content is still king. DIFFERENTIATE your social media presence.
The content medium has changed over the past year with more emphasis on video, 360° degree views, and livestreaming. But in social media marketing, content that resonates is still the primary driver of consumer interaction and increased organic reach. More than 1 in 3 internet users say they go to social networks when looking for more information about a brand or product. Does your social media content represent the brand in a way that your competitive set doesn’t? This is probably the single-biggest mistake we see brands make on social media. If you’re not differentiating your social media marketing messages, they will get lost and won’t encourage engagement or purchase.
2. You can still expect engagement, but expect fewer shares.
There’s a lot of research that suggests that users are sharing more of their personal information within messaging applications and less on the major social networks. In the coming year, expect to see Facebook, Instagram and Twitter to be treated (and referred to) as more of a news platform and less of a personal network for users. If you’re hoping that a consumer will share your content to their feeds or you’re setting unique goals for shares, you’re behind the trend. Consider how your paid social media strategy gains you access to their feeds and your content encourages likes, favorites and clicks.
3. Don’t ignore YouTube.
While it can be costly to manage your own YouTube channel, don’t sit out on the network. According to Global Web Index’s latest Social Media Report, 94% of 16-24 year-olds and 92% of 25-34 year-olds report having visited the network in the past month. Even the consumer is uploading content in this format; 6 in 10 Internet users are uploading video each month. As the networks vie for this video viewership with increased functionality on their channels (Live Instagram & Facebook Video, 360° Video on Facebook, etc.), consider how YouTube plays a part in your overall social media marketing strategy. If you’re not creating video as part of your social media content, you’re likely behind the trend as it is. If you’re unsure of how to tackle this, consider hiring influencers to create this type of content for you.
Hoping to make the most of your 2017 social media marketing strategy? Let us host a strategy consultation with your team.