Social media marketing has always been peculiar. Since its early days, where platforms were fussy and experts insisted that social media marketing was not a viable marketing strategy, we’re now witnesses to an era with rock-solid platforms, useful advertising options, and plenty of free opportunities to make our content public.
Competition For Organic Visibility Will Hike
As the ROI of social media marketing becomes more established and social media marketing itself becomes more accessible for a wider range of businesses, there will be a greater level of competition for organic visibility. Already, Facebook is smothering organic visibility to compel businesses to purchase advertising, and as more businesses emerge in the market, that smothering will only increase, and among more social media channels. The cost of advertising, too, is set to rise over the course of the next year. Thus, the need of social media marketing is set to increase too.
Buy Buttons Will Dominate
Facebook and Pinterest are two of the platforms that gained attention this year by introducing new “buy” functionality for their advertisers and users. Mobile users of Facebook and Pinterest who see a product they like in a sponsored post can now use one click to buy it, without ever logging out from the app. Instagram isn’t far behind on the trend, and we anticipate more social media platforms will follow. By the end of 2016, most major social media brands will feature some kind of buy button naturally as an element of their advertising campaigns.
In-App Functions Will Change
Facebook is the giant of introducing new functionality. In the past year, they’ve introduced Instant Articles (a new form of publishing), an in-post search engine, and videos that play instantly when scrolling. Now, they’re developing their own digital assistant. Other platforms are working in sync with it too, with Twitter, Instagram, and others trying to expand their platforms to a similar degree, preventing users from ever leaving the app.
New Publication Options
Facebook’s Instant Articles are only the beginning. Publishers on board with the program can publish full-length articles to Facebook users, without having to link to an external source. As social platforms become more competitive and more aggressive about keeping users in-app for as long as possible. Twitter’s upcoming project Lightning puts publication in the hands of its users, but it still represents a dynamic way to present material to the public.
It’s expected that these trends will invade social media marketing, across multiple platforms and of course many audiences. Already, you can see platforms like Facebook and Twitter rushing toward these achievements at a significant pace, but it’s the companies who adapt to these changes and stand to benefit the most.