16 Feb Marketing Trends to Pay Attention to in 2017
As the year comes to an end we reflect on past campaigns and determine what has worked and what hasn’t. 2016 was an exciting year for social media advertising. We are happy that we tested and ran campaigns that had great success. A lot of great additions were brought to platforms that allowed for greater target ability and increased engagement.
As we move into 2017, we need to be mindful of what we should continue to do and what we need to let go. Here are some trends that we believe you should focus on in 2017.
60% of marketers use video in their marketing and 73% plan on increasing their use of video.*
50% of marketers plan on using live video services such as Facebook Live and Periscope, and 50% want to learn more about live video.
Video has become an essential part of social media in 2016. Scrolling through Facebook or Instagram you can quickly notice that nearly all of the content is video. Moreover, Snapchat and Instagram Stories are clearly ways for users to create daily video content given that they both disappear within 24 hours. We believe that this video trend will continue into 2017 – not only will video remain important, but live video will flourish.
Facebook has been pushing live video for a long time and clearly gives users more exposure when they user Facebook Live. We have recommended to all of our clients that they take advantage of Facebook Live and start producing as much content as possible. But Facebook isn’t the only one rolling out live video. Instagram has recently released Live Stories. Given that Instagram is in Facebook’s back pocket, we knew that this was inevitable and to be honest it has been a great integration.
Bottom line, start creating more video content. Don’t worry about the production quality (read this), just produce content.
Influencer marketing has been one of the most effective forms of marketing in 2016. We believe that there will be a major uptick in the amount of brands taking advantage of influencers. Our advice? Don’t always look to go after the big guns. Try looking to users with smaller followings. In many cases these users are not only cheaper but have a more loyal following. This means that you can utilize more influencers and see a greater return on your investment.
Important Note: Find influencers that truly align with your brand and let them be them be an essential part of the creative process. Don’t dictate how or what they should do. They know their audience better than you ever will. Brands should handle influencer marketing with more care than they would other marketing initiatives. It is disappointing to see a lack of alignment between an influencer’s audience and the brand’s audience. Alignment will bring a stronger following and users/customers with more brand loyalty.
Many users and customers can read through your disingenuous marketing campaigns. You need to connect with your users and present the brand in a way in which a user can understand who you are and what your purpose is, outside of selling them something. Do you have a greater cause associated with your brand? What does a typical Friday look like in your office? All of these types of information and content should be put out there for users to take in. For example, letting them know that Janice in shipping has an obsession with plush toys, so much so that it has infiltrated her neighbor’s workspace. This is human, people can relate to it. These are the types of things that can help users connect to brands and not view sellers as cold companies that just want to sell you things.
When asked to select their most important platform, 55% of marketers chose Facebook, 67% of marketers plan on increasing their Facebook marketing activities.
A surprising 86% of social marketers regularly use Facebook ads
Facebook ads will continue to dominate the social media ad spend for most companies. Facebook has constantly made improvements in their platform allowing marketers greater ability to target users and improve the user experience. This dedication to improving the platform has proven to not only increase the amount of engagement but sales from the platform. We believe not only that Facebook ad spend will increase, but Instagram (Owned by Facebook) will increase significantly as well. This will be mainly due to Instagram rolling out a clever integration with Stories. Moreover, Instagram will increase their effectiveness of targeting; to date, Instagram targeting hasn’t worked as well as Facebook.
Finally, we also predict that prices will inevitably be increased due to higher demand and Facebook increasing prices overall. This will affect many marketing budgets, but we believe Facebook will still remain cheaper than Google AdWords for years to come. Anyway, expect to pay more for Facebook ads in 2017!
These are some of the predictions that we have for 2017. We believe it will be a great year for social media advertising! Greater targeting, higher returns and amazing content. We are excited about starting the new year off right!
Note* All statistics have been provided by social media examiner’s annual social media report.