We are all familiar with giants like Facebook, Instagram and Snapchat. Social media has become an element of our everyday lives and we communicate more via messages than talking on the phone, as supported by a 2014 Gallup Study.
Being an ecstatic social media user who loves mobile and social media, I have decided to discuss possible social media trends for 2017. Without further ado, lets get right into it!
- 1. The use of Snapchat will increase drastically. Currently, Snapchat is used by more than 100 million people on any given day, with 41% of 18-34 year olds using it on a regular basis in the US. These numbers are growing daily, especially with the release of the “Spectacles”, that take snapping to a whole new level. With Spectacles your snaps got more personal with your point-of-view! Snapchat also provides the possibility to advertise in a variety of ways - such as through video ads, geo-filters, and sponsored lenses, which expand the ability for brands and companies to advertise. Snapchat probably has some more surprises up its sleeve for 2017 and the number of users will grow for sure.
2. Users will want and need better experiences.
As social media users, it doesn’t give us the same feeling as it did to just post, comment, like and share - now it’s just the usual actions for us. We want something more - something that will get us to engage personally, mentally, and emotionally. This is where 360 images and videos, live video, snapchat filters and different Facebook “emotion” buttons come in. For example when the 360 images and videos first surfaced - everyone, including me, were hyped about it - tagging their friends, sharing the videos on their timelines and being estatic about them! But as time passed, it became similar to the posts, comments, likes and shares type of thing. We want something more - something vicarious. 2017 will most likely bring new forms of entertainment and interactions for users on social media, be it Facebook or some other platform.
3. Brands will focus on the “Survival of the Fittest”.
At this point in time, brands are using most of the social media platforms that exist and they put in equal efforts into all of them. They are balancing out 5 different platforms with either the same or different content to have a larger user reach and engagement. In 2017, brands will start focusing more on social media sites that they believe work the best for them and focus solely on 1-2 platforms, hence putting more effort in and generating more content to a single platform. This will allow more abilities and power to be put it, which will give back as much benefit, or even more than using 5.
4. Brands will focus more on real-time engagements.
Brands are lacking the effort and ability to respond faster to customers on social media. A Sprout Social Survey gives a better idea of what I am talking about. The survey states that the “average brand response time is 10 hours”, “89% of social messages are ignored”, and that “73% of people have had a negative experience with a brand on social media”. These are some of the reasons brands will start focusing on real-time engagements with customers in the following year. Since people mostly communicate on social media nowadays and if brands don’t answer in time - customers will just go to competitors that make the use of real-time engagements a priority . This takes into account my previous point about focusing on 1-2 platforms, since it will be much easier to track customer questions and comments.
5. Getting more personalized.
In the recent years brands started investing more in personalization where the user receives offers and advertisements of what they are interested in and what they search for. Personalization enhances customer loyalty and makes it more likely for the customer to purchase a product or use a service if it is something similar to what they were looking for in the past.
Social media is going to be advancing, creating new experiences, and becoming more personal in the near future.