The digital world is constantly changing and evolving. What will next year have in store for us? A report by Kantar Media ventures to predict what the 10 key trends in social media will be during 2017. We review them.
Diversification as the key to success
Social media like Facebook, Snapchat or Pinterest are diversifying their businesses. The first acquiring other platforms such as Whatsapp or Instagram, the second expanding its market, by manufacturing cameras and glasses; and the third, now positioning itself as a catalog of ideas.
The next social experience goes through artificial intelligence, virtual reality and augmented reality. Mark Zuckerberg has unveiled the Facebook roadmap for the next 10 years and it will pivot around these concepts. Snapchat, Twitter, Google or Amazon also bet on it.
Content for each platform
The strategy of publishing content on your website and then distributing it on social networks has ended. The key from now on will be to generate different and exclusive content for each platform. “Always chewing the same old content through different platforms will no longer be of any use. The key to attracting, engaging and motivating your audience is original content created exclusively for each platform, "says the report.
Chatbots, these applications that reproduce conversation codes to generate automated communications with users, are here to stay. However, the key will be to combine its use with other marketing strategies to have a closer relationship with users.
The rise of Q&A
Question and Answer (Q&A) platforms, very popular in China, could be extended in the West. LinkedIn recently launched an iOS app called "Record." Lets you use 30-second videos to respond to topics set by the LinkedIn editorial team, or you can start your own topic.
The role of the Influencers
The role of the 'influencer' increases. “Trust will soon be a luxury that consumers will demand of their brands and the people with whom they interact. It will not just be about customers comparing between different brands, but our own people will be tied to a score or reputation. ” 'Schools of Influence' are already beginning to emerge around the world. In France, YouTube and L'Oreal have launched BeautyTube, a new school for beauty bloggers.
Social networks and TV
The 'social tv' concept, which marks the union between television and social media, is being consolidated and will continue in 2017. The report foresees that new commercial opportunities will be generated thanks to the synergy of social media and television.
Voice queries doubled during 2015. Google has been making improvements to its search engine to adapt to this trend, and Facebook aims to offer a question and answer service that surpasses any search engine. “Voice queries are 30 times more likely to be action-oriented than typed queries. Therefore, we can hope that this format will offer many new opportunities to the marks ”.
Social networks and ecommerce
Social commerce was another hot topic of 2016. However, platforms like Facebook are mainly focused on connecting people and not on generating sales. Without making too much noise, Pinterest could hit the key. Research shows that 93% of those who visited Pinterest used the platform to plan a purchase, and that 87% made the purchase after seeing something they liked.
Merger of social media and work
Facebook announced in October the launch of Workplace, a social collaboration toolkit that aims to compete with intranets and email mailboxes to accelerate communication between employees. The objective: to relate tasks and work areas. "The growing workforce of millennials has fueled a new interest in business applications for social communication tools," says the report, which predicts that these types of tools will be consolidated.