5 Rising Social Trends We Cant Afford To Ignore

by Felicity Dudley on Thursday 14 September 2017

Live Video

 

It’s no surprise that video continues to command the social media landscape, satisfying our information and entertainment needs in one easily digestible snippet. Its clear that video isnt going anywhere, so expect to see a continued shift towards video content and in particular, live video.

Snapchat is heavily video-content based, as is Instagram’s Stories feature, proving how video is the dominating content format on social media right now. Businesses that quickly learn how to tell their story through video content will experience much better social media success than those that ignore it.
— Brian Gwinn, CEO of Greenview Investment Partners

Many brands have already started utilising video to live stream events such as catwalks and product launches directly to their followers screens aiming to keep followers engaged by offering exclusive access to previously exclusive content. As a result, the transportive medium drives further engagement and makes brands become more personable.

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Chatbots

With more than a third of people already preferring social media over a phone call for customer support in 2016 (State Of Media) the average number of social messages needing a response grew 18% year on year. This has led to many brands looking for ways to increase their customer service resources and more are turning to chatbots.

     Facebook has already integrated them within Facebook Messenger and businesses are now using them to communicate with customers, answering frequently asked questions and providing immediate information on products and services.

 

Augmented Reality

Augmented reality is certainly not a brand new technology, but it has seen a big boost thanks to social media platforms such as Snapchat. Back in 2016 the Snapchat selfie lenses brought the idea of augmented reality back into focus and digital marketers haven’t had to wait long for other competitors in the social sphere to catch up with their own facial filters.

     With virtual reality finding its way into more and more marketing experiences, brands are quickly recognising its value. Encouraging engagement by offering an immersive, memorable experience unlike any other medium, brands can leverage this in their digital marketing campaigns. Brands not only want consumers to recall, they want them to be excited and share the content with their network, and augmented reality allows them to do this.

     Mark Zuckerberg described the AR features in the Facebook app and Camera Effects Platform as “phase one.” With a clear ambition to develop more robust AR offerings and to put the camera at the center of those AR features. Moreover, it has a vision for building AR glasses, but according to Chief Scientist of Oculus Research Michael Abrash, they’re anywhere from 5-10 years off.

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Platform Overlap

It's no secret that this year, Facebook and Instagram mirrored Snapchat, particularly with their live video features. Overlaps are going to continue, and while the similarities may become blurred across platforms, it would be a mistake to eliminate a social media channel based on its features alone, doing so can possibly eliminate your ability to reach certain demographics and audiences.

Snapchat is still the more popular option among the younger demographic, while Instagram is the Millennials social network of choice. Facebook is the option the older demographic is comfortable with, and it now has a ‘Stories’ feature as well. So, while these three all have the same feature, they are favoured by different audiences.
— Yosef Adelman, CEO of Falcon Marketing

Authenticity

We touched on this within our ‘The Evolution of the Influencer’ post, consumers are looking for more authenticity and genuine product reviews. It’s more important than ever that brands use more authentic with social media and influencer marketing, as consumers become more and more concerned with making connections rather than being sold to.

     Forget the stock photos. Cracks and imperfections tell of something real – use them for storytelling your brand. Think #nofilter. Users are after authentic content that captures those real, unfiltered moments, and social media channels provide the perfect platform for this content, allowing users to like, comment, share and connect with the tap of a button.
 

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