5 predictions about the future of social media
Social media are taking up a more and more relevant part in the life of an ever increasing number of people. Probably you don’t know, but in January 2017 the active users of social networks came to 2 billion and they are said to become 2,5 billion in 2018.
In the meantime social media are changing and evolving with important consequences: the trends that are shaping and will shape the future of social media end up to drastically affect other aspects of the digital world, with a special reference to marketing.
Whether it’s a new technology or a need to meet, social media ratify how people will accept the new content and which will be the next online shopping decisions. Yes, because social media already affect 78% of the purchasing decisions of users and that number cannot but increase.
What do international marketers say about future developments of social networks? The proposed predictions are mainly these 5.
1. Videos will become the standard
That of videos is a news which has been emerging for a while now on social media, but that is destined to become a standard. Recently there has been a tremendous boost for live videos on any platform: following Snapchat, now also Instagram and Facebook allow anyone to go live with a video at any moment.
The great added value offered by videos is authenticity: people like if you tell what you’re doing live because it is seen as real and sincere, as well as engaging. Marketers can deploy videos to show company backstage of a company or the launch of a new product, so becoming the instrument to use to tell a brand and therefore to act as storytellers.
Another great added value is accessibility: if you can the best solution is to rely on a clever video maker, but nowadays anyone owing a smartphone can make a video and upload it on a web site.
2. Data analysis will be a must-do thing
Ok, content is the king and will remain so, but statistics are becoming “the queen”. Most social networks make available insights and analytics which are worth knowing to interpret and understand which results we are getting.
Collection and analysis of the data coming from our social activities is becoming more and more a must-do thing, both if we’re dealing with a small business or a big company.
The analysis is essential and finding the data that will help your marketing strategies using the right platforms for the right audience will become even more important.
3. Facebook will not die. On the contrary.
There are those who predict that Facebook is going to have its day and is destined to succumb, or if it will happen, it will not happen soon. According to a research by Buffer 93% of marketers uses Facebook and 91% of them has also invested in advertising on Facebook.
Despite the decline in organic reach (that is the number of people that it’s possible to reach with a business page on Facebook), 72% of persons interviewed said that their use of FB remained the same or even increased in the latest 12 months.
Marketers are still continuing and will continue investing in FB, although it is now clear to everyone that it’s turning into a paid marketing platform, which will become even clearer in the future.
4. Customer care will increasingly have to do with social media
That a page or a business account on social media is useful not just for, but also, selling I hope it’s clear, since this is just one of their many functions.
A function that seems destined to grow is that of customer care. At the moment only 1 company out of 5 declares to use social media to assist its clients, but this figure is expected to grow.
If you are a company make the difference: come meet your customers offering assistance through social media. Reply quickly to every question and request: if you do it you will show that you take care of your clients and you will gain their trust.
5. Content will become more and more customizable
The platforms of social networking have realized that there is a need for customization of content according to your personal needs. Facebook, Twitter and Instagram, for instance, are giving more control to users with reference to the type of content that should come up in their news feed with the possibility to organize it.
In the future social media may go further, granting users the possibility to create their own systems for the content organization or also adapting recognizing intuitively what the user wants.