Social media saturation
Over the past few years we have witnessed introduction and astonishing growth of social media usage. Each year we’ve seen reports showing that the number of users is growing, as well as the average time users spend on social media. Consequently, the amount of content published on social media is larger than ever, and it becomes more difficult than ever to get attention from the online users. The best way to fight this massive quantity and emerge on top is to publish quality and build a great reputation.
There is just too much information being shared all the time, so many pages to follow, numerous events to keep up with, that we simply can’t devote time for everything. We’re trying to filter our profiles and focus on what really matters. Social media developers are trying to do the same. New updates are constantly being introduced in order to improve user experience and filter the content so that only quality emerges.
Video content on social media at its peak
Two major social media trends to watch in the next year are standardization of platforms and usage of video format, especially live video. With Snapchat growing massively in popularity during 2016, and Facebook rolling out its live video feature, the world of live streaming and video has never been so powerful.
For businesses, promotional activity on social media is in the focus, and with this trend in mind, some marketers will seriously have to reconsider their promotional strategy and perhaps redefine their entire approach to social media. Based on Buffer’s State of Social Media survey “Eighty-three percent of marketers also said they’d like to create more video content if they didn’t have restraints such as time and resources.” Unlike other content formats, videos demand more time, and sometimes even more skillfulness (video and sound editing). It’s no longer a DIY project, as creating videos, usually requires a lot of preparation, and hiring help, regardless if that’s for voiceovers, video editing or shooting. As a result, creating this type of content will be greater investment, which means restructuring marketing budget.
If you want to explore even more social media trends, check out the article: Where Social Media Is Headed in 2017: The Biggest Trends to Watch For
Businesses can use this trend to enhance their connection with the social media followers, to work on branding, as well as explore the world of storytelling. When you think about videos, don’t focus on promotional material, but think about the trend of quality content, and how it can be applied to video content as well. Use different kinds of videos, such as tutorials, podcasts, live chats, etc. to provide value to social media users. In return, this will help you boost trust and authority.
App indexing and what it means for you
Another digital marketing trend for 2017 we have to include is App Indexing. Google’s new feature “Firebase App Indexing gets your app into Google Search. If users have your app installed, they can launch your app and go directly to the content they searched for. App Indexing re-engages your app users by helping them find both public and personal content right on their device. App Indexing offers enhancements to public content indexing, an on-device personal content index, and logging for user actions on both public and personal content in the app.” (Source)
In this sense, creating an app is going to be one of the strategies you should consider in the year to come, in order to boost the connection with the online users through both public and personal content. Have in mind that personal content is only tied to a specific user and it’s tailored based on user’s own preferences.
The main idea is to improve user experience and offer content that is customized to each and every user. This allows Google to connect with the users on an even deeper level, by anticipating the user behavior, the content that is offered is intended to provide quick help with relevant search results.
Subscription based businesses will expand
Connecting with customers and enhancing your relationship with them is the ultimate goal for businesses nowadays. Besides quality content and personal app-based content, a subscription-based business model is a trend that will continue to grow. For customers, this model enables quick and easy access to products and services. For businesses, this means greater value, as they achieve a better connection with the customers, understand their needs and provide products and services in a more desirable format for the modern consumers.
“Businesses have become very aware of this trend and are reacting by reinventing themselves and launching new services. 51 per cent are integrating new pricing and delivery models such as subscriptions, sharing and rental goods and services.” To find out more about the topic, read Why a subscription model could be the future for all businesses.
While SaaS businesses have been using subscription-based model for a while now with great success, we’ll see even a greater expansion of this model especially with platforms and e-commerce.