What changes can we expect to see in social media in the next 12 months? What trends do businesses and brands need to pay attention to in order to keep up?
Here are my top social marketing predictions for 2014!
1. It’s About Show, Not Tell
Given what we have seen so far in 2013, visual-based content will dominate in 2014. The popularity and use of visual-based content on social media will continue to increase in 2014.
We know that posts that contain images or videos outperform those without when it comes to likes, shares, comments, and re-tweets. Failing to incorporate image-based media into your social media content strategy will mean losing out on huge amounts of potential engagement!
Just take a look at what we know from this year:
- Photos on Facebook receive 53 percent more likes than posts without.
- Tweets with images receive 18 percent more clicks than those without, 89 percent more favourites, and 150 percent more re-tweets.
Businesses will need to be creative in terms of incorporating images and videos into existing content, and coming up with fresh new ways of incorporating visual-based content into all aspects of their social strategy.
2. Instagram and Snapchat are Going to be Major Players And Businesses Will Use Them to Reach Their Audiences In Unique Ways
Some interesting current statistics for you about these platforms:
- In 2013, Instagram was the fast growing network with 150 million users and 40 million photos being uploaded each day.
- 71 percent of top brands are now on Instagram.
- Entanglement metrics on Instagram (likes and comments) have jumped 350 percent since last year.
- As of writing, Snapchat is the 4th most popular free iPhone app on the iTunes Charts.
- Snapchat is the 9th most popular iPhone app in terms of usage.
If you are not yet familiar with Snapchat (only 18.6 percent of iPhone users currently use the SnapChat app), here’s a brief description: Snapchat is an app that can be used to send photos or videos that are only available to be viewed for a set amount of time (generally 1-10 seconds). Once time is up, the image or video is hidden from users and deleted from Snapchat’s servers.
One of the most interesting uses of both SnapChat and Instagram that we should be keeping an eye on is for reaching consumers via coupons. While quite a few businesses are already taking advantage of Instagram for offering coupons, deals and discounts, it will be interesting to see what comes of Snapchat’s ‘exploding coupons’. These coupons will only be available to users for several seconds, giving a whole new meaning to the concept of ‘flash sales’!
3. A Mobile Strategy Becomes Compulsory
With reports of mobile overtaking desktop usage somewhere between 2014/2015, businesses who want to keep up need to get serious about integrating mobile into all aspects of their business. Simply having a mobile-friendly website will not be enough.
Businesses will need to consider:
- How their website is accessible via mobile: responsive design, mobile-version, or app.
- How their overall marketing strategy works with mobile: With 84 percent of smartphone shoppers using their phones while in stores, businesses need to figure out how to integrate the virtual and ‘real life’ experiences of their customers (coupons, product reviews, mobile checkout systems, etc.).
- How their content strategy works with mobile: Offering short, actionable pieces of content to mobile-users, determining when their target market is accessing content via mobile (see infographic below), using segmentation to offer the right type of content to the right people, etc.
4. Google Plus still will remain a ghost town
Google Plus just turned 2 years old. I read a report that pegs Google Plus’s current active monthly users at 300 million people (up from 190 million in May). This clearly trounces Twitter’s 230 million and makes Facebook the next logical target, but how many of those users are there because they want to be?
Google Plus will continue to gather users, but will remain a ghost town in 2014, with little content shared or connections made.