Social Media Trends: What’s New in 2016

Social Media Trends: What’s New in 2016

Social Media Marketing World Wisdom

Social media trends constantly change. New tools, apps or sites are developed, changes on those occur, and new strategies alter or develop to take advantages of those changes.

The only constant in this space is change and it’s important to keep up with the most recent social media trends. That’s why a conference such as Social Media Marketing World is so valuable.

Three thousand marketers from 55 countries around the world journeyed to San Diego, California this week for the three-day event. This isn’t a conference for users and enthusiasts. The subject matter is deep…at times very deep. The sixteen workshops and eighty-six 45-minute subject sessions dive into topics that are technical, tactical and strategic, all designed to market your business.

While the bulk of the sessions revolve around social media, others covered topics that are related such as blogging, podcasting, and video.

Facebook Live

Speaking of video, it was one of the two big topics again. Last year, the live-streaming video site Meerkat was highlighted, and Twitter’s purchase of Periscope occurred during the conference. This year, Meerkat has faded from the space, Periscope is chugging away, and Facebook Live is capturing everyone’s attention.

If you’re not familiar with the feature, Facebook Live allows users to stream live video into their timelines. There are a few reasons why marketers are excited about this service.

  1. Built in Audience – First, many brands have already invested time and money growing their fans on Facebook. Now, the ability to market to those fans with Facebook Live is far more preferable over doing so in Periscope, for example, where they have no audience.
  2. Reach – Facebook is pushing the service in a big way. In fact, those videos that are live on the site receive extraordinary reach, much more that the typical post gets. So if you want to get your fan’s eyes on your message, this is a great way to do it. Once the live video broadcast ends, then the extended reach ends, as well.
  3. Notifications – Facebook is letting your friends and fans know that you are broadcasting live by pinning the live stream to the top of their newsfeeds. They are also placing an alert at the top of their Notifications, as well. These remain in place until you’ve finished your broadcast.

Video is a big topic for marketers. Michael Stelzner, Founder & CEO of Social Media Examiner, the sponsor of the event, reported that 73% of marketers will increase their video marketing this year. In addition, 21% stated that it is the most important part of their marketing while 50% want to learn more about using video.

One business taking advantage of Facebook Live now is Daily Burn. They are delivering professional, broadcast quality content in an attempt to attract new customers to their daily workouts.

Facebook Traffic

One unsettling trend that Stelzner uncovered was that brands are seeing a reduction in their Facebook traffic. This could be attributed to the site altering its algorithm or making other changes behind the scenes.

Despite this, 52% of marketers stated that Facebook is still their most important social channel. Sixty-seven percent reported that they will increase their marketing there this year.

Snapchat

In terms of growing social media trends, you need to pay attention to Snapchat.  This is the mobile app that teens and Millennials use to share photos and short videos. Video views on this app has skyrocketed in the past 12 months. In May 2015, 2 billion videos were seen…per day. In April 2016, that number grew to 6 billion per day!

Those are some big numbers and Snapchat is uniquely positioned to grow in the next 12 to 18 months. Do you need to reach this market? Then you should consider Snapchat.

Content Shock

Social Media Marketing World 2016 closed with Keynote Speaker Mark Schaefer. He commented on the vast amount of content that is coming our way today. By 2020, the internet is expected to grow by 500%! How can businesses hope to stand out in this ocean of content?

Schaefer suggests breaking from the average content that is being created today and deliver value to your followers. Get them to trust you and they will share what you create. One of the keys to growing that trust is being more human and less corporate.

In the end, that is one of the core philosophies underlying social media marketing. After all it’s called social media.

Key Takeaways and Social Media Trends

  • Facebook Live
  • Snapchat
  • Reduced Facebook Traffic
  • Keep Your Content Human

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Bob Turner is a Small Business Online Marketing Consultant with Social Flair in Cincinnati, Ohio.

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