The projected global total of social media users is on track to crack 2.6 billion in 2018. Most business owners recognize that is too many potential customers to ignore.
Yet, the advice they get for social media marketing remains in a constant state of flux. This platform is out and that one is in. Wait, no, you’re better off with the first platform.
Looking for some help in navigating this digital jungle for the rest of 2018? You’re in the right place. Keep reading for our predictions of what you can expect in social media marketing.
Influencers
Social media influencers will keep gaining ground among consumers. These aren’t mainstream celebrities, but more like subject matter experts or personalities in on a social media site.
What they lack in mainstream appeal, they make up for in power. Research suggests that many people give influencers trust at levels usually reserved for family.
In other words, people buy things that influencers use or recommend.
Say a YouTube personality has 200,000 followers. If the YouTuber uses a product on screen, there’s a good chance some of her followers will buy it. If she openly recommends it, it’s almost a certainty that sales will spike.
Tougher Policies
The Internet got uglier in recent years. The Gamergate movement, 2016 Presidential election, and recent scandals spurred a lot of open vitriol. That means social media sites must crack down on extreme content.
While most businesses make a point of steering clear of hot-button topics, those policies still apply. Small businesses and marketing professionals alike must stay on top of those policies. Otherwise, you run the risk of seeing your profiles suspended or banned.
More Video
Video content is already huge and will soon control more than 80% of consumer Internet traffic. It’s less a prediction than a certainty that businesses will make and post more video.
The prediction is that you’ll see more short video content.
Keep your video tightly focused on one point and under two minutes whenever possible. Look at it from a consumer perspective.
Are you more likely to watch a 2-minute video or a 12-minute video?
More User-Centric Content
Customers don’t enjoy it when businesses sell to them. In fact, Millenials dismiss classic marketing techniques out of hand.
Businesses must focus more on the social element of social media marketing. Social media lets you build a legitimate, engaged community around your product or brand.
Encourage customers to share their own stories about your products or services. You can even prompt the discussion by asking them when or how they use your products.
Parting Thoughts on Social Media Marketing
Social media marketing won’t see revolutionary changes in 2018, but it will see evolutionary changes.
Influencers will continue stealing ground from traditional spokespeople as they develop committed audiences. Social media sites will get tough on content guidelines and monitoring.
Short videos will eat away at all other content types as the go-to communication method. Businesses will spend more time building out communities and user-centric content.
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