Saturation of video materials
If you’ve been keeping up with online marketing trends for the past few years, you’ve repeatedly seen video as a top performing content format. Videos are engaging, fun, and they are becoming easier to make. Companies have been listening to this trend, and we’ve seen more and more of them using different video formats, including live video streaming.
However, this widespread use of video as a content format slowly leads to saturation. The social networks are becoming swamped by video materials, and it’s becoming impossible for social media users to catch up with everything. Thousands of hours of materials are uploaded on platforms such as YouTube and Facebook. Adding the number of videos broadcast through the live videos feature on Snapchat, Instagram, and other platforms, it’s understandable how videos are becoming an integral part of social media user experience.
The result is obvious. The users are becoming more selective regarding which videos they will watch. Companies need to ramp up their quality standards, to make sure their videos are the ones online users choose to watch (and share, recommend, etc.).
Advice: There’s no doubt that video marketing is still a significant part of an online presence. However, it will become even more important to focus on high-quality content, professional production, and creativity to make sure you keep your viewers engaged and boost the viral potential of the video materials you share with your audience.
Decline in organic traffic
Over the past few years, organic traffic has been declining. Regardless of the size of your business, regardless the number of social followers, or even engagement statistics, you must have noticed the numbers are dropping. Not only does it lead to poor engagement and low exposure on social networks, but social media traffic is something that has also been affected. If you were thinking about promoting your blog content by sharing it on social networks, don’t get your hopes up. It’s not that your title isn’t right or the image isn’t engaging. Due to the limited organic reach, it’s likely that your post will reach only a small percentage of your followers. Most of them won’t get to see the status update, even if they’re following your social media profile.
The reason for this decline is the fact that social networks, such as Facebook, Twitter and LinkedIn, are in fact trying to earn more money from paid advertising. Cutting back on organic reach, they encourage companies to invest more in social advertising. It’s almost come to the point that if you want your social media post to be seen, you have to boost it with paid ads.
Beside the monetization, there might be another reason for the social network to make this step. There are so many businesses struggling to get their posts seen, that social media are becoming overwhelmed and unable to keep up the news feed updated with the posts that keep popping up. Hence the need to filter those posts. Using algorithms to predict what the users want to see, social networks might be featuring some content through organic reach, while other pages will notice a significant decline.
This trend is having an unfortunate effect on small businesses and those who are just getting started to build their presence on social media. The difficulties they face are substantial, especially if what they rely on is mostly organic traffic, due to insufficient assets to be invested in paid advertising.
Advice: Even though this is quite an obstacle, don’t give up on social media just yet. Try to create a long-term strategy, to optimize your efforts and focus only on social networks that do get results (eventually). Also, try to invest in paid advertising, at least to check out if this could be a profitable solution for your business.
If you’d like to find out more about this topic, and learn more about how Facebook traffic has been dropping over the years and why, check out this article: The Decline of Organic Facebook Reach & How to Outsmart the Algorithm.
Influencer marketing is growing in strength
The habits of digital buyers are changing, just the way their buying experience is. Buyers are no longer easily swayed by the models in the fancy promos. Instead, they listen to their peers. They seek guidance from their idols in many aspects of their lives, including making decisions on which perfume to buy, which app to install, etc. This is why influencer marketing has consistently been growing in popularity, especially among young people.
For businesses, this means that they need to work on completely personalizing their approach. No more generalized content, or team blogging. It’s time to focus on an approach that puts an individual in the spotlight. An individual who represents the company. The idea is for this person to become a bridge that will connect the buyers and the business. The idea is to choose a person that represents your company, that writes for your blog, that shares updates on social media for you, that interacts with the social media users through a personalized profile. All of this, makes your brand more relatable and your approach more personalized and focused on the users.
Advice: You should explore opportunities to work with influencers or start creating influencers in your company. Either way, try to focus on that approach where one person is interacting with your target audience. This makes your message more personalized and more genuine, which will be more engaging for social media users.