5 social media trends for 2018

Hootsuite has released its third annual Social Trends Report where they evaluate key global trends, offer recommendations to help solve common challenges, and identify practical ways your organization can better deploy social across all points in the consumer purchase funnel.

5 social media trends for 2018

The evolution of social ROI

56% of respondents said that not being able to prove the ROI of social media made it difficult for their organization to be successful with social media.

For years, vanity metrics have been around. In 2018, we are seeing the death of short-sighted vanity. Long live to them!

Organizations are seeing business value beyond top-of-funnel activities. While organizations have traditionally used social media to increase top-of-funnel engagement, many are exploring and discovering the value of social in other phases of the customer journey.

One critical finding in the Altimeter study was that 37 percent of social marketers use metrics because they are “standard activity metrics for measuring social” and “included in the social technologies we use”.

Mobile + TV = Social TV

In 2017, mobile usage, shorter attention spans, and the thrill of novelty have accelerated the consumption of video content.
Next year, social networks will encourage brands to become broadcasters as mobile video and social TV-style programming take the spotlight.

Over the next few years, the much bigger driver of the business and determinant of how we do is going to be video, not Messenger.”

Mark Zuckerberg, Facebook Q2 2017 Earnings Conference Call.

To engage (and monetize) these mobile moments, social networks are creating more TV-style content. They are partnering with traditional media brands, and building new ways for brands to broadcast live to their audiences.
In September 2017, Facebook announced it will invest $1 billion in organic content for their Watch Tab, helping users find and subscribe to video series.

The rise of the social influence

Micro-influencers, real customer communities, and “people like you” take center stage. Micro-influencers, and customer advocates have never been more relevant.

50 % say individuals are more believable than institutions, and a company’s social media page is more believable than advertising.

Edelman,2017 global

Apple case study #ShotoniPhone

Apple’s #ShotoniPhone campaign blurs the line between customer advocacy and product advertising. Watch their official Instagram account @Apple, which launched in 2017, for how they develop this customer- and creator-focused story. To date, 2,143,730 posts have used the #ShotoniPhone hashtag on Instagram.

Humans, meet AI

From how people discover new brands to how they order products, we’re quickly moving into a world where experiences make our social interactions with brands more relevant to our individual preferences.
The danger? Following this trend, rather than understanding the far-reaching changes AI will bring to social marketing. Over 100 thousand Messenger bots are now active on Facebook (a 233 percent YOY growth
over last year’s 33 thousand). But it’s still unclear whether customers will value these human-less engagements.

85% of all customer service interactions will be powered with AI bots by 2020.

Gartner Predicts a Virtual Worldof Exponential Change

Visual search engines are using machine learning to help consumers search by images rather than keywords, a shift that will redefine the future of online product browsing.

Pinterest is the perfect example. With tens of millions of people interact with Pinterest each day, researchers build new computer vision models that “see” the content of each Pin.

Social Data forges ahead

You know that your brand needs to listen and uncover customer insights with social data. But integrating with analytics system and make sure it talks to each other correctly, it requires a lot of work and more resources than they originally thought. In 2018, the promise of social data remains.

94% of all online conversation is unbranded.
Brandwatch, dark Matter, Social Media, and the number 96

Why do organizations struggle with social data? Many have underestimated the resources it takes to integrate social platforms with CRM systems and existing enterprise systems. Social data is unstructured and the APIs vary by network, making it difficult to build a 360-degree view of customer behavior.

What do you think social media trends will be in 2018? Please leave your comments

Social Media Trends 2018 Hootsuite infographic


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