Powerful social-media trends
affecting both users and brands are strengthening and accelerating.
Author of A Paperboy's Fable: The 11 Principles of Success
September 27, 2017 6 min read
Opinions expressed
by Entrepreneur contributors are their own.
In the past year, a number of significant
stories involved social media: Facebook lured Snapchat
users to Instagram, the president of the United States
communicated official policy positions in
140 characters and Apple announced plans to alter the way we interact with our
mobile devices.
Next year, social media is poised to create
even more disruption as a number of new technological advancements go
mainstream, and as social norms related to social media change. Here are the
top 10 social media trends to prepare for as 2018 draws near.
1. Rise of augmented reality
At the first-ever event hosted in the Steve
Jobs Theater, Apple announced the iPhone 8 and the iPhone X. Both
devices incorporate a new chip that allows the phones to provide users with
extraordinary augmented reality experiences. While augmented reality will have
its initial impact on mobile gaming, it is likely that social media platforms
will find ways to incorporate the new technology as well.
For example, it’s conceivable that Snapchat or Instagram will soon support filters that allow users to
take a selfie with a friend or celebrity projected via augmented reality.
Similarly, brands could soon project their products into the homes of social
media users through special filters.
2. Increasing popularity of Instagram Stories
Over 200 million people use Instagram Stories each month,
which is over 50 million more than those who use Snapchat -- and Instagram
Stories is just one year old! At this rate, nearly half of all Instagram users
will be using Stories by the end of 2018. This means that brands interested in
connecting with Instagram users must take the time to master Instagram
Stories.
3. Continued investment in influencer marketing
Over 90 percent of
marketers who employ an influencer marketing strategy believe
it is successful. Companies like North Face, Hubspot and Rolex use social
media–based influencer marketing strategies to connect with new audiences and
improve engagement with existing audiences.
This year we saw that brands that opted for
traditional advertising strategies struggled to connect to social media users. Next year, it is
likely that more brands will embrace influencer marketing as a way to connect
with audiences who tend to ignore traditional strategies.
4. Focus on Generation Z
A recent study conducted by Goldman Sachs concluded that
Generation Z was more valuable to most organizations than millennials. Today,
the oldest Gen Zers are 22 years old. They are just beginning to enter the
labor force, and will have increased buying power for some time.
Brands will begin to recognize this, and will
shift their social media strategies accordingly. Expect great investment
in platforms loved by Gen Zers like Snapchat and Instagram.
5. Increasing brand participation in messaging
platforms
Over 2.5 billion people use messaging platforms globally, and
yet brands are still primarily focused on connecting with consumers on pure
social networks. In 2018, expect brands to invest more time and money in
connecting with consumers on messaging platforms. Artificial intelligence,
voice assistants and chatbots will enable brands to offer personalized shopping
experiences on messaging platforms like Messenger, WhatsApp and Kik.
6. Expansion of live streaming
What was once a novel gimmick has become a
mainstream part of social media. Today, brands big and small have started using
live streaming to capture the attention of followers.
GORUCK, a backpack manufacturer and the
organizer of extreme endurance events, is one example of a medium-sized brand
that has grown its reach by live streaming compelling content on Facebook. Thousands of followers
tuned in to watch 48-hour coverage of a recent endurance
race.
In 2018, more brands will begin to realize the
power of live streaming, and will incorporate it into their monthly content
plans.
7. Rethinking Twitter
Twitter has failed to grow followers significantly in 2017. In fact, LinkedIn,
Facebook and Instagram all have more social media followers. This year, Twitter
also lost access to streaming NFL games (Amazon won the rights). In 2018, it is likely that Twitter leadership
will aim to rethink how the platform operates.
Possible changes to Twitter include selling
the company to private investors, changing the platform to include some
subscription element and/or revamping Twitter advertising options, which
have fallen behind other platforms.
8. Digital hangouts go mainstream
Houseparty is a video hangout platform used by
over one million people each day. It is primarily used by Gen
Zers as a way to hang out with friends digitally. The platform is so successful
that Facebook is reportedly investigating ways to create a similar
functionality within their platform.
We have already seen video become increasingly
important on social media, and live video group hangouts are a natural next
iteration of this trend. It is conceivable that in 2018, Facebook will
announce a similar product to Houseparty that will win over users,
just as Instagram’s introduction of Stories did.
9. Facebook Spaces goes mainstream
Facebook isn’t just interested in live video
streaming; they’ve been working on a project called Spaces that is
designed to allow friends to connect in VR. Given that Facebook owns Oculus, a
virtual reality hardware and software company, it is no surprise that the
social media giant is developing a platform to make use of this new technology.
Facebook is poised to scale Spaces in 2018.
When they do, it is likely that it will be the first successful VR social media
product at scale.
10. Social platforms embrace stronger governance
policies
After a series of controversial decisions
during the 2016 presidential election, social media platforms have embraced a
more hands-on approach to governing conduct on their platforms. Facebook
recently turned over thousands of ads that seem to be connected to Russian
meddling, and has invested in new AI and human forms of monitoring.
Given the wide criticism that Facebook and
Twitter received during 2017, it is likely that these platforms will embrace
codes of conduct and governance policies that protect the brands from future
criticism.
Conclusion
A number of new social media trends that
will impact users and brands alike are strengthening and accelerating. It is
likely that video streaming and virtual reality will go mainstream.
Additionally, brands will turn to newer social platforms like Instagram and
Snapchat as Gen Zers increasingly spend their time there.
With the announcement of the new iPhones,
augmented reality has a chance to become a part of social media in ways that
were unimaginable only a few years ago. Lastly, Twitter and Facebook will most
likely adjust their policies to protect their brands from political criticism
and to provide users with better online experiences.
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