One of the main interests for marketers in setting their priorities and the steps that will follow in the immediate future is to know what will happen in those spaces that interest them most. And one of the spaces that clearly are decisive for the strategy of the brands at present are the social networks.
Social networks have become a crucial element, one that marks virtually every companies uses and which has a virtually transversal influence. What should companies do in this environment to achieve success? The key is to stay ahead of the trend changes, just as you must understand what consumers want and seek. Cozlink.com claims that the forecasts for 2017 focus on many elements that have already been watching and taking care during 2016. Several are the guidelines for understanding what the New Year will bring in social media marketing, as evidenced by an analysis of eMarketer.
You can not lose sight of Google and Facebook
One of the first points that brands will have to take into account possibly and leaves them organically, since in recent times has become a crucial and decisive element that is used in a way What to do and to mark the strategy to follow. In a digital world increasingly dominated by players and in which Facebook and Google have more and more power (so much + that there is recurring talk of the war between one and the other as a key element to understand what is happening in the Market), understand what to do and what is not more important and decisive than ever.
It will also be in strategy in social networks in 2017 because, as pointed out by eMarketer, the two companies are working specifically and recurrently to create advertising tools linked to the location. Given that location is a crucial element and increasingly valued by brands and their managers, what these two firms do in these two areas will become a more decisive element than ever.
The organic reach on Instagram has dead
One of the consequences of the popularization of the social network of fashion is that not only the users who are present in it but also the difficulty to get corporate messages to reach them. Social networks are a kind of prison for brands in its early stages, but not so much as they mature. In fact, as the popularity of a social network grows, brands often try to find a new “El Dorado” in order to position themselves.
It happened with Instagram. The social network became the shelter of brands as Facebook grew and it became more and more difficult to position messages organically in that scenario. The marks were launched to the conquest of Instagram and they lived their moment of glory… that lasted what they usually last their moments of glory, until the rules changed. The possibilities for positioning organic branded content in Instagram will continue to decline in 2017, especially as the algorithm has more and more power in how the results are displayed.
The live video boom begins
During this year, the first movements of the social networks (that tried to get ready the service) and the pioneers who are using it to connect with the audiences (some brands and some Media have experimented with it), but the truth is that it’s still very new. The changes were coming and the boom is also coming: in 2017. Live streaming video will be one of the key elements and one that will arouse more interest, especially because it is expected that during that year begin to move money.
On the other hand, social networks and video platforms will begin to position themselves in this field and begin not only to offer platforms but also to try to take advantage of this battle. On the other hand, online publishers and traditional TVs will try to get into that area and seek to position themselves in the live video market. They will not be the only ones: even the radios will try to take advantage of the tendency to launch content.
Marketing with influencers will have to face a few challenges
After years of boom and after years of growing interest in marketing with influencers (but without clear rules that marked what was happening), brands could face during 2017 a new scenario in marketing with influencers and, above all, much more complex. The influencers will stop being a terrain in which to do what you want. The forecasts are that, as the year passes, regulatory agencies will increase their control over what these social network users are saying and doing. In the US, the FTC has already been a bit worried about 2016 and the forecast is that the concern will increase during 2017, being more and more clear on what can and can not be done. Social networking companies will have to get more and more into the game of what is happening in marketing with influencers and will try to get their slice too. How will they do it? The forecasts are varied.
They could begin to reduce the scope of influencers’ updates to try to limit the impact of their messages in an organic way and force, once again, to go through their pockets. On the other hand, they could begin to make commercial moves in this field and start positioning themselves in them also in the marketing with influencers buying platforms or specialized companies.