3 Social Media Trends You Can’t Ignore

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As a modern marketer, I’m always ready to talk trends. Being able to adapt and ride the next big waves in social media (like Periscope and Snapchat) is what helps me stay at the top of my game. I’m sure you feel the same way. So, here are a few things I’ve read about recently that are certainly worth keeping an eye on in 2016…

In-the-moment updates

Social media users continue to flock to platforms that allow them to digest information in real-time. Consider Periscope — the live streaming video app recently acquired by Twitter. It allows users to video-record and broadcast segments of their lives at anytime, from anywhere in the world. The appetite for this app is seemingly insatiable. According to Periscope’s first company report (released in March), the video service reached 1 million users just 10 days after launch, and it now boasts more than 10 million accounts.

Periscope’s numbers tell a compelling story: We’re entering a new era of immediacy in digital media. That said, it might be time to say goodbye to scheduled posts and hello to on-the-go updates.

Snapchat as a standard channel

What’s one way to tell if a marketing channel has gone mainstream? Presidential candidates start using it. That’s right, the 2016 presidential candidates turned to Snapchat to document their campaign kickoffs and connect with voters. But, in all seriousness, the true beauty behind Snapchat as a channel is the popular app’s new media content section: the Discover platform.

Discover allows Snapchat’s media partners to push their own mix of news, videos, and original stories to subscribers. Its brilliance? With Discover, Snapchat is able to turn the advertisement into the product. Current media partners include: Mashable, CNN, Cosmopolitan, Gatorade, and National Geographic, just to name a few.

Social commerce makes a splash

Facebook, Twitter, and Pinterest recently introduced “buy buttons” — which show up alongside posts, tweets, and pins — to make it easier for online retailers to sell their products through social networks. Basically, if you see a product you like in a sponsored post, you’re literally one click away from purchasing it, all without ever having to leave the platform you’re perusing. Word on the street is that Instagram will soon follow suit. The prediction? By the end of 2016, most major social media brands will feature some kind of buy button in their advertising campaigns. 

What other trends do you think modern marketers should focus on?

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3 thoughts on “3 Social Media Trends You Can’t Ignore

  1. Andrea Joliet November 2, 2015 / 11:56 am

    Great article! I think the No. 1 trend of in-the-moment updates will be the most challenging for PR and marketing professionals. I know it will be for me. I think it’s another argument for why companies need to invest resources into building their social media teams internally.

    Like

  2. dleastep November 9, 2015 / 6:53 pm

    Jenny,

    You made a good case for importance of the 3 emerging media trends you’ve been exploring. I noticed on my Twitter feed that the National Geographic Channel also broadcast on Periscope, their live late October coverage of a Parkinson patient’s successful brain surgery. I did almost load Periscope to watch, but decided against it (more because I wasn’t sure if I wanted to watch the surgery, itself.) I’m sure before this class ends I’ll be using both Periscope and Snapchat since the video is so compelling. Good analysis and post!

    Regards,
    Debbie

    Like

  3. LMOG November 10, 2015 / 2:48 am

    Hi Jenny,

    Wow. Periscope amassed 1 million followers within the first 10 days of launch? Dangggggg.

    You bring up an interesting point about adding content in real time. I think it’s a trend that marketers definitely need to pursue more. I listen to a lot of podcasts, and I’ve noticed that many modern marketers take a “news room” approach to planning their content, meaning they pitch ideas on the fly rather than stick to a 30 day calendar.

    This idea of adding the “buy” button directly to ads reinforces a concept that I was exploring in my last post; I was questioning whether social networks like Twitter actually drive traffic back to the brand’s corporate site?

    Once this buy button goes mainstream, users will have even less reason to leave the social platform, like you said. Yes, it makes it easier for retailers to sell products, but it does very little to help brands drive traffic to their sites.

    Is the corporate website a dying digital breed?

    Great post.

    Liked by 1 person

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