The Top 5 Social Media practices that are dominating 2018

Jun 24, 2018

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The Top 5 Social Media practices that are dominating 2018 

Perhaps one of the hardest parts of using social media within your marketing mix is the pressure to keep up with latest developments and trends as platform popularity comes and goes and user behaviour changes. 

As a result, the way you and your brand approach social media has to change too – you need to make sure that your content marketing strategies and campaigns keep up with the times. So, what social media tactics should be cornerstones of your strategy in 2018 to remain relevant? 

#1 Rich & Mobile Content

Once you have been using social media for a while, you will see from the results and insight that richer content drives more engagement. But what exactly is Rich Content? 

One example is video clips - they are considered rich content because they require the viewer to click on “play” so require a level of engagement. 

Another great illustration of the use of rich content in social media campaigns is running a Twitter poll. These polls allow you to ask your users to give an opinion on a certain subject which is a great marketing tool on a few levels – not only are you are distributing content that encourages users to interact, but your also showing an interest in them and collecting valuable consumer insights simultaneously. 

And you need to think about how your content is delivered on mobile devices as, in a recent report from ComScore, it was found that mobile now represents about 7 out of 10 digital media minutes and Smartphone apps alone account for half of all the time spent in engagement with digital media. 

So it is important to focus and spend more resources on creating content for the small screen specifically. Mobile-ready content is always expected to be simple and easy to navigate, with only a little scrolling and few key presses required for engagement. 

#2 Armies of Advocates

With the vast amount of competing content on all platforms it is sometimes hard to make your brand stand out. This is where you need to make the most of the people who are part of your network. 

Brand advocates such as employees and customers should play a key role in your social media strategy. Brief your teammates to promote your social activity as this will broaden its reach beyond your brand account. 

Including your customers in your posts will encourage more interaction from them which will give you access to their users. 

#3 User Generated Content 

User-generated content, or UGC, consists of any form of content that's created by users and consumers about a brand or product. UGC isn't paid for, and its authenticity makes the user the brand advertiser as well. 

The success of this type of content is backed up by a recent report from Nielsen’s Global Trust that found that 66% of people trust consumer reviews posted online, while 83% of consumers trust product opinions and recommendations from people they already know. 

So encouraging your users and customers to share their images and stories on your platform is a powerful way of promoting your brand – companies such as Wayfair, National Geographic and BMW have all used this approach on Instagram with great success. 

And don’t forget the power of hashtags - creating a unique hashtag encourages UGC and can align your brand with relevant events and trends as a result. 

One of the most memorable examples of this on social media is Coca-Cola’s “Share a Coke,” where they produced Coke bottles with customer’s names on the labels then asked them to share pictures of their personalized Coke bottles on their social media accounts using the “#ShareaCoke” hashtag.  The results were impressive - more than 500,000 photos shared using the unique hashtag, Coca-Cola gained 25 million new Facebook followers and they saw a 2% increase in U.S. sales after a decade of declining revenue. 

#4 Going Live

The popularity of video content is a known fact but now brands are looking to push the boundaries of live video in 2018 to grab the attention of viewers. 

Facebook has advised brands to take advantage of Facebook Live in the wake of their algorithm change saying that real-time videos get six times as many interactions as regular videos. 

And now with Instagram stories being introduced last year to compete with Snapchat, already over 300 million Stories were uploaded with videos by October 2017. 

Viewers enjoy the less polished feel of live videos and the unexpected could always happen. Live videos are compelling because they’re presented as must-see unlike a YouTube video or clip you can simply save for later. 

#5 Ephemeral Content

Ephemeral content, which lasts only a short time before disappearing, is becoming more and more popular, being led by Snapchat. 

Other social media platforms like Instagram and Facebook are following in Snapchat’s footsteps, providing a similar service for distributing short-lived content. 

Ephemeral content is fleeting, and novel, which is the appeal for many (especially younger) users. Live streaming videos, and Snapchat Stories, are a few examples of ephemeral content. Plus it gives the users an authentic look into a brand, encouraging followers to stay for the long haul and be more involved than the passive consumer.

 

Brands are constantly looking for latest trends and innovations to stand out when it comes to engaging their social followers. By continually evolving your strategy and keeping up with the best practices, you can do exactly that.



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Category: social media tips

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