Note: If you haven’t listened to the podcast - check it out, it’s episode 82!
Simply put, this means many social media channels aren’t delivering the organic results it once did. With so much noise, many of the platforms have turned to algorithms (prioritizing content they think you’ll want to see based on interactions) so it’s getting harder to naturally rise up to the forefront of one’s audience. Due to this, many brands have (and need to) implement paid social into their strategy.
Something else interesting Mike mentioned in the podcast was that Social Media Examiner uses a “once and done” policy when publishing on social media platforms - nothing is republished. Surprisingly coming from a social media company, right? Well, this is because they haven’t seen the boosts in traffic and leads that they once did.
Have you seen how much traffic your social media efforts are generating? If not, you’ll be surprised to see that over the last two years organic social traffic has been declining.
Here’s a look at our downward trend:
Social media is still our highest traffic source (behind only organic and referral), but the impact is hardly the same.
Looking at these trends, this year, it’s important for marketers and brands to use social media to develop a loyal community and showcase their personality rather than rely on it for traffic or leads. This will deliver more return than anything else.
If you’re on the fence, you’ll want to take a look at these stats:
Going live on every platform might not work for every business. It’s important to understand the demographics of your audience. Depending on the ages of your audience, they might favor one platform over another.
If you’ve been thinking about going live, consider some of these ideas:
Go live on Facebook and Instagram to give a quick update on your industries breaking news. State what’s happening and how it will affect your industry.
Have a live show once a week for an hour that highlights everything that has happened in the last week.
If you’re a retail or eCommerce business, going live is a great way to showcase how to use a product or the new products your brand is launching.
If you’re going to go live, let your audience know before hand. Tell them what day and what time. Another trick would be to have your audience subscribe to the post. And update that post when you go live. That is actually something Social Media Examiner does.
While a chatbot can’t necessarily replace a person, it’s a great tool for responding to simple requests from customers.
Facebook Messenger and Slack have already introduced chatbots to reduce their response rates and to ensure that every customer question is being answered.
If you’re thinking about creating your own chatbot on Facebook Messenger you can get started here.
3. Artificial Intelligence (AI) Lenses for Facebook, Instagram, & Snapchat
If you love Snapchat, the chances of you using the flower crown filter, the doe filter, and even the dog filter are pretty high. Besides, who doesn’t enjoy sending funny photos to their family or friends?
So, it’s no surprise that AI lenses will be a huge trend not only for Snapchat but also on Facebook and Instagram.
Many brands have started to advertising on Snapchat by creating branded filters. The list of brands include, Disneyland, Taco Bell, Gatorade, Starbucks, and GE to name a few.
Filters can also be created for events. Back in August 2016, Snapchat created Olympic themed filters and stickers.
You have most likely already seen social shopping on a number of social platforms. I know I have.
While paid ads like these aren’t something new, you’ll find they’re a great way to quickly purchase trendy items without leaving the platform you’re currently on.
Instagram, Pinterest, and even Facebook are doing it (as seen below) and with the return of the Facebook Marketplace it shows no sign of slowing down.
Even shopping aside, with social media spending expected to increase to more than $17 billion in 2019, there’s sure to be a rise the number of sponsored posts you’ll find across the various social media platforms.
Considering the staggering number of people who shop online, this is a great place for getting your products in front of your audience.
Find more stats about the four social trends and more I’ve mentioned above in the below infographic by SproutSocial. I’d also love to know which trend you’re excited to implement this year.