Despite Facebook’s recent algorithmic changes (read our blog post on this topic, here) and the resulting uncertainty surrounding the ever-changing social media marketing landscape, the overall momentum surrounding this growing marketplace remains undeterred.
Social media is a behemoth of popular opinion that can carry a brand to new heights or roll it in the undertow. Marketing within such a volatile arena must focus on the cultivation of authentic relationships. The current trends in social media marketing do just that.
Let’s take a look at some of these relationship-cultivating trends.
Increased Engagement Between Brands and Customers
People love engaging with the brands they follow on social media. Just like receiving a birthday card from your dentist every year, brands commenting directly on followers’ timelines is gaining traction. This kind of engagement creates enduring loyalty and a contagious buzz that summarizes the impact of this growing trend.
Brand Use of Social Listening Tools
Social listening is tracking social media conversations centering around specific keywords or brands and then creating additional conversations utilizing the same keywords, targeting a larger audience. Most importantly, social listening allows brands to tailor their marketing efforts to the target audience’s behaviors and opinions. This growing trend not only improves the efficiency of marketing campaigns, it also greatly enhances customer experience – cultivating authentic relationships!
In-Platform Messaging and Stories
Instagram Stories statistics boast of over 250 million daily users! Snapchat claims over 173 million daily users. Facebook Messenger is fast becoming a more popular communication platform than text messaging.
These means of communication have astonishingly high engagement rates. And they continue to climb! 20% of all Instagram Stories from brands receive a direct message from a consumer. Clearly, consumers are craving authentic relationships and direct contact.
Keeping in line with the premise that consumers crave authentic relationships, this trend is showing that people want to see real influencers and experts endorsing brands. Furthermore, it has been shown that too many followers of an influencer’s social media accounts actually dilute the influencer’s credibility. It might be more accurate to refer to this trend as Peer Influencer Marketing. The key to sustaining this marketing strategy is, as with all social media marketing trends, authenticity.
A business must first have a clear vision of its own identity, before effectively communicating that identity in an authentic way. This calls for a comprehensive branding and marketing campaign, underpinning a unified digital strategy.
Video Content across the Internet is on a steep incline. In 2017, 90% of the content shared across social media was video content. Video is easy to consume, highly engaging and inherently entertaining.
Sean O’Neal from Adaptly said, “Video is the number one fastest growing ad format in the world and has been doubling year over year. By 2020 video will make up 80% of all online consumer internet traffic and will eventually be the closest you get to a face to face conversation with your audience.”
Facebook, Snapchat, Instagram and Twitter have all invested heavily in video, recognizing that this trend is a powerful way to engage, not only with friends and family, but also with customers. Video truly is the next best thing to a personal interaction and, in keeping with the theme of current social media marketing trends, video cultivates authentic relationships.
Social Media is nothing less than a powerful method of cultivating and sustaining relationships based upon shared interests. Whether these interests are based on family ties, friendly associations or consumer behaviors, the current trends are undeniably in the direction of authentic relationships.
A business must first have a clear vision of its own identity, before effectively communicating that identity in an authentic way. This calls for a comprehensive branding and marketing campaign, underpinning a unified digital strategy. Market Momentum understands this.
Our extensive experience and proven processes can help you define your brand and effectively and authentically communicate that identity to customers and potential customers. Contact Market Momentum today and begin cultivating authentic relationships across the arena of social media. We stand ready to be of assistance!