3 Key Challenges:
- Organic reach will continue to decline for brend
- Pat-to-play will increase as brands in organic reach
- With increased investment in social, marketers need to shift away from vanity metrics such es “likes” and “comments”.
Trends for 2017:
#1 Social usage isn’t slowing.
It’s accelerating, especially as discovery and research tools to find and buy from brands.
Global adoption grows each year.
98% of digital consumers are using social networks.
98% of online consumers (age 16 to 64) globally say they visited or used a social network within the last month.
Digital consumers have an average of almost 8 accounts. This number has more than doubled since 2012.
Facebook remains the top service globally for membership 84% but YouTube maintains a lead for visitors or users 87%..
We were seeing the decline of traditional websites. 1 of 4 people use Mobile App for product research with the highest of growth in APAC.
But recent developments offer new ways to drive revenue from social.
Growth in social commerce:
106% YoY ( year of year) growth in users who have made purchase from WeChat.
42% of North American marketers list social commerce as a key strategic priority.
35% of European marketers marketers list social commerce as a key strategic priority.
New Tactic: Pinterest – FB messenger – Instagram
Dark social is challenging traditional ways of measuring social ROI. But there are ways to combat it.
82% of content shared on mobile is done through dark social. (Source: RadiumOne)
Growth of Dark Social:
- 92% of millennials will only share information on Snapchat with close friends
- 84% of consumers outbound sharing from publishers and marketers websites know takes place via dark social channels such as email and instant messages
- 70% of all global sharing estimated to be dark social
How brend are solving dark social?
Adidas explores micro communities on WhatsApp
Time Inc. find a simple way to track social media shares
Burger King embraces dark social activity
In 2017 social video advertising will be a key strategic focus.
65% of marketers prioritize social video platforms such as Facebook, Snapchat, Instagram and Twitter over traditional web video (Vevo and Youtube)
Source: “The Future of Digital Video”,Trusted Media Brands Inc.
Marketers focus on social video ads:
70% of marketers plan to use social video advertising in the next 12 months (Source: Animato)
65% of marketers will focus on Facebook video advertising in 2017 follow by YouTube at 39% and Instagram at 21,7% (Source:Animato)
41% of marketers say that optimizing paid social ads is a key priority for them (Source: Altimeter).
89% of marketer are considering using live-stream video advertising in the next year. (Source: “The Future of Digital Video”,Trusted Media Brands Inc.)
#5 Organizations turn to connectes workforces
3 workplace trends are converting:
- Employee advocacy
- Social selling
- Training at scale
These trends reflect the changing customer journey.
21% of consumers reports “liking” employee posts – far higher than the average brand post or social ad.
67% of consumers trust recommendations from families and friends.
90% of brands have plans to pursue employee advocacy strategies in 2017
72.6% of salespeople who incorporated social media into their process outperformed their colleagues.