As 2018 comes to a close it is time to prepare for the year to come. 2019 looks to be a promising year for marketing, especially social media marketing. With all of the advances in technology, it also looks to be a year of adaptation for marketers. In this blog post, we are going to discuss the upcoming changes and trends for social media marketing that you need to know!
Impact of Social Media
Social media is accessed by billions of people and continues to have a significant impact on individuals and marketers. According to sproutsocial, Facebook has more than 2 billion daily active users. According to AdEspresso, 70% of users look up a brand on Instagram. According to Hootsuite there are about 330 million monthly active users
One of the main trends that will emerge in 2019 is social listening. Social listening is much like web crawlers on Google. Individuals or businesses use a tool to scour the web and social media networks to find relevant mentions and keywords to them. The goal of social listening is to monitor and maintain the brand reputation and look out for customer service queries. Not many brands do this at the moment, but it looks like a growing trend that will explode in 2019. With such a saturated marketplace, it will become even more important for brands to track when they are mentioned. One of the main benefits of social listening is the ability to customize searches to the needs of the business. If you want to keep a lookout for your industry you can set up an alert with keywords or phrases that apply to your product or services.
Increased Video Content
The growth of video use in social media has been staggering. With the rise of Instagram stories, there is no doubt that brands and users will want to continue to document their activities. According to SocialMediaToday, “In fact, according to some experts, 80% of what we consume online will soon be video content.” Not only will video grow, but so will live streaming on platforms like Facebook and Instagram. They will continue to bring awareness to new brands as well as trustworthiness and authenticity that millennials crave.
Instagram stories being both short and ephemeral make it easy for brands to experiment with marketing campaigns and daily posts. The ability to see how many people watch or respond with live comments will help marketers gain a better understanding of how to cultivate campaigns around their customers.
Top Video Platforms
- Facebook stories
As social media becomes more and more prevalent, so does the information about social media users. This information has led to a personalized approach to contacting leads through social platforms. The ability to observe consumer behavior, such as clicks on ads, location, and purchase history has made it easy and expected to personalize the approach to advertising.
Focus on Generation Z
According to Hootsuite, “In Asia, social commerce adoption has been swift, with 70 percent of China’s Gen Zers now buying directly from social. But social commerce hasn’t kept pace in North America despite the long-hyped promise of buy buttons.” In 2019 there will be a larger focus placed on Generation Z as they are the most receptive to social media marketing. According to SMSS blog “63% of G-Z prefers seeing “real people” (influencers and peers) in ads.” This will only heighten the need for influencer marketing.
As 2019 rolls around, influencer marketing will become increasingly more important to brands trying to build a following. Influencer marketing is much like traditional advertising, where brands use celebrities to market their latest product. The main difference here is that Instagram influencers will be at the forefront in presenting the latest products. Building meaningful relationships with influencers will be more important in 2019. influencers will have a greater impact on brand voice and therefore brands will need to become more selective.
Chatbots Will Become More Prevalent
Chatbots have been popular with social platforms for years, but in 2019 their usage will skyrocket. According to digital marketing institute, chatbots interact with humans in a natural way, primarily through the use of text chat windows, but verbal interactions are also possible. Chatbots will take a personalized approach. As we stated earlier, it is easier than ever for marketers to become familiar with their potential customers. Chatbots will facilitate easier customer service interactions with consumers and continue to function with human features that make people feel comfortable and heard. According to SiteProNews, “Studies show that messaging apps have open rates, read rates and CTRs as much as 10X those of email and SMS. So let’s see why it actually works.”
Immediacy in Responses
Our technology now creates the opportunity and need for immediacy in response from brands about updates, deals, and events like data breaches. Brands in 2019 will rely on the 24 hours a day they have with social media post at any time if it is relevant. Expectations for this type of posting will grow.
More Transparency, Authenticity and Trust Building
According to AdWeek, “trust in social networks is on the decline. Edelman’s 2018 Trust Barometer found that 60 percent of respondents no longer trust social media companies, and independent research firm Ponemon Institute said Facebook was hardest-hit, as trust in the largest social network is down 66 percent.” This makes sense due to all of the data scandals that have plagued Facebook in 2018. Furthermore, the abundance of fake followers on platforms like Instagram and Twitter have decreased trust from consumers. The last and most important thing that has led to the decline of trust for social media is the lack of ad transparency. Although it has improved with small things like the requirement for Instagram advertisers to use the hashtag ad, many platforms feel like a place to buy and sell instead of being social.
Brands Will Build User Engagement
Brands will continue to approach social media with a community-based approach. They will be curating content that they know followers will enjoy. User-generated content will become a more influential way to build a community.
As technology continues to advance and flourish, so will the success of social media marketing. As we become more and more attached to our smartphones users will also increase their attachment to social media platforms. This will give marketers the ability to continually target customers and grow their brands.