Whether you use social media for personal or professional uses, there are some big changes happening across social media platforms that will affect you and how you can get the most out of your channels.
I use social media in a couple of different ways. As a Marketer, I use it professionally on behalf of Minster (the IT company I market for), for blogging which is a mix of both professional and personal uses and then also for my everyday personal uses. Therefore, I utilise social media tools and channels in different ways dependent on the work I am doing or the purpose of the posts I am writing.
No matter what your social media use is, I have put together some interesting information and tips on 2017 social media trends and how you can get the most out of it.
1. Increased use of social influencer’s
I’m sure many of you have seen how brands are using influencers across social media channels to gain more sales. A celebrity influencer example of this is Kylie Jenner and her promotional work for Puma.
However, there are public figures such as vloggers that many people respect and follow across social media channels. A great example of this is Jonny Hammond. Jonny is a fitness vlogger and has a YouTube channel called Jonny Hammond Fitness (click to see his channel) in which he makes videos including nutrition and meal prep, gym workouts and much more. From the vlogging, Jonny has gone on to gain modelling and promotional offers due to his large social media following.
Recently, Jonny has been sponsored by a sportswear brand Merakilo and has done plenty of promotion for them. This has included taking over Merakilo’s Snapchat story, doing modelling shoots for them and promoting them across Instagram and YouTube. As a result of this, Merakilo are likely to have an increase in sales from Jonny’s followers as they want to follow Jonny and are influenced by clothing he wears.
We can expect to see many more influencers like Jonny, who may be Bloggers, Vloggers, Make-up Artists, Athletes etc., doing promotional work for brands across social media platforms as we travel through 2017.
2. Social media platforms aren’t a fan of you using links in your posts
If you write a post on one of your social media channels with a link included within the post, it is very likely to reach less people as social platforms don’t want to divert users on to another website and off their website. This is Facebook in particular as it stands, however Twitter will be introducing this soon.
How can you get around this? Write a post about your latest blog, your fundraising page or a news story you have seen and say ‘the link is in the comments.’ And then of course, ensure you remember to post the link in the comments on your post.
This will help you to ensure your posts reach as many people as possible. This can be applicable to bloggers posting their latest blog or website, a user posting a link to their fundraising page encouraging people to donate, businesses linking to their newest products on their website, some important news you are sharing and much more.
3. Social media is going live!
As many of you social media savvies will be aware (in particular vloggers), first Snapchat started the live stories and then Instagram followed shortly after, allowing you to create live videos and notifying users when someone you follow is live. Facebook has recently introduced live stories and also links live streams with YouTube.
Live seems to be the 2017 trend as more and more platforms are introducing it. It is encouraged that people start going live to increase their online following and presence.
Twitter is beginning to push videos and is encouraging users to utilize the feature as much as possible. You can follow @TwitterVideo to find out more.
Businesses can also utilize the live features to create a greater insight into their business for customers and audience to see, making their company more ‘human’ and more approachable. It’s also a great way to promote the business, share news and to keep interacting with their audience – keeping people interested.
4. Paid content is on the rise!
You are likely to see more paid content across the internet as paid content investment is predicted to rise hugely during 2017. Regular social media users are likely to spot a lot more products and companies being promoted across social media platforms and Instagram has recently started to see a rise in advertisements down the main feed from companies targeting their audience based on your Instagram behaviour. For example, I might see an advertisement for makeup, as I have been following a lot of makeup companies or fashion bloggers. I may have also liked a few cosmetic related posts. These posts are likely to link to the company’s website or a particular product on their website to encourage sales. Below is an example of an Instagram paid advert in my regular feed.
5. Social media E-Commerce is likely to drive more sales
This fourth point links to the above trend about paid content being on the rise. This applies mainly to businesses but is good for marketers to know. Social Media Ecommerce, like Instagram sponsored posts, is looking to drive a lot more sales during 2017 whilst businesses are utilising social media to it’s full. Your business may see an increase on sales coming from social media adverts as more and more shoppers are turning to digital to make their purchases. It may be worth increasing your businesses budget on marketing your products across social media platforms.
6. The Instagram business tool
The Instagram business feature applies mainly to bloggers, vloggers and online businesses/stores. Instagram business profile was introduced in June 2016, however is recently seeing a rise in users putting this tool to use and this is likely to continue to rise in 2017. You can change your existing or create a new profile and use the business account feature to set up your profile with a specific purpose and track the analytics of your account and posts. My Instagram account is below and I have set it up on a business profile as ‘Personal Blog’ to allow people to follow my blog and get in contact with me easily.
Lets face it, you can tell when an automatic post has been scheduled as it’s less ‘human’ and more generalized. Social media platforms are including more tools to prevent users from having to download or use extra analytical tools and scheduling tools. This is so that users will stay on that social platform and spend more time on their app, making posts more personal. This means that users are likely to see a development in what you are able to do online. During 2017 you are likely to see many more available tools on Facebook, Twitter, Instagram, YouTube and other channels to allow you to use the platforms more effectively and get the most from it. Whilst people are working hard to develop new features, or would be good if users could utilize these tools and be open to updates.
8. Fake news will be clamped down
Fake news was a huge problem in 2016 and I’m sure you saw lots of it online. There is still a lot of progress to make to ban fake news from networking sites. Google struggled to tackle fake news when it changed its algorithm but unfortunately made the search engine more vulnerable to the fake news. Fake news is able to gain a high volume of traffic, and therefore increase its ranking on the search engine’s results page. In 2017 we can expect to see big social media platforms working harder and taking extra measures to cut down on the fake news we see.
9. The rise of the chatbots
2017 is the year when Facebook, Twitter, Whatsapp and Google are all introducing integrated bots to assist users with things like customer service, bookings, website navigation and much more. Users should be prepared to talk to bots more often as we reach a digital advancement making social media sites and purchases more user-friendly.
10. More expiring content
We’ve seen Snapchat start up an expiring content trend in which stories and messages only appear for a certain amount of time before the user can no longer see it. For example, ,most of you will know a Snapchat story only lasts 24 hours until it can no longer be seen by other users. However, don’t be fooled as Snapchat is able to pull up this information or images if necessary. Nothing you do online is deleted. Facebook and Instagram have started to use very very similar features recently and we are likely to see an increase in expiring content and how it can be used throughout 2017. Watch this space!
For more information on social media trends and tools. Please feel free to contact me.