EM360 Digital Blog

03 Apr 2017
Social Media Marketing trends in 2017

2017 Social Media Trends – Key Factors To Drive Your Channels

Every year, we watch social media evolve, chang­ing the way brands mar­ket to con­sumers, how con­sumers inter­act with brands and last­ly, how social media adver­tis­ing affects the opti­miza­tion of post­ing habits.

In 2016, we no longer con­sid­ered social media a fad. Instead, we embraced it as the pre­ferred com­mu­nica­tive method in younger gen­er­a­tions. Snapchat gave us spec­ta­cles, Face­book start­ed live stream­ing, and Insta­gram man­aged a sneaky, replica­tive live video stream called Sto­ries. Con­sumers and brands took to all these devel­op­ments with­out hes­i­ta­tion.

There is more enthu­si­asm than ever behind social media. Assum­ing you’re on all the right plat­forms- don’t for­get Twit­ter and Pin­ter­est along with the afore­men­tioned- 2017 is the year stay on top of new­ly sur­fac­ing social fea­tures and inte­grate them into your mar­ket­ing strate­gies.

A nim­ble­ness amongst your mar­ket­ing will be key, and you’ll want to be able to react and imple­ment cre­ative ideas as quick­ly as the trends emerge. For prac­tice, we’re clu­ing you in on trends that we’ll see take the stage through­out the upcom­ing year.

Top 2017 Social Media Trends:

  • Filters

The pup­py dog fil­ter might be out in the upcom­ing year, but the pro­lif­er­a­tion of the Snapchat facial fil­ters has sparked an inter­ac­tive trend that com­peti­tors are quick­ly rac­ing to repro­duce.

Brands like High Cas­tle start­ed test­ing cus­tomized lens­es this year, and the sim­i­lar activ­i­ty will con­tin­ue.

  • Customer service chatbots

Social media has opened itself up as a medi­um for cus­tomer ser­vice. Sprout Social report­ed that in the first quar­ter of 2016, the num­ber of social mes­sages request­ing response was grow­ing at over 18 per­cent a year.  

Sprout Social showed 34.5% of sur­vey respon­dents pre­fer to receive cus­tomer ser­vice via social media, fol­lowed by web­site live chat. Chat­bots com­bine the two to respond to cus­tomer queries about prod­ucts and ser­vices.

Social media ad spend is pro­ject­ed at over $41 bil­lion in 2017, accord­ing to Adobe. While we’ve to watch paid con­tent become more preva­lent in social feeds, it is clear that the trend has only been at its begin­ning.

  • Business features and analytics

Google has long had its ana­lyt­i­cal tools, but now social media plat­forms like Insta­gram are launch­ing a sim­i­lar set of tools. Along­side Face­book Insights and Twit­ter Ana­lyt­ics, Instagram’s move into the tool­box space indi­cates how use­ful social media is becom­ing to busi­ness­es. Using social media ana­lyt­ics helps brands make bet­ter deci­sions about their post­ing habits- from times of day to fea­tured con­tent.

  • No more automatic posts

In the last few years, we’ve grown accus­tomed to auto­mat­ed social posts- posts that are pre-sched­uled, pre-writ­ten and deliv­ered with­out any human inter­ac­tion. Although that was effec­tive, the days of auto­mat­ic gen­er­a­tion are over.

Humans want to hear from humans, and 2017 will empha­size the impor­tance of the human qual­i­ty in posts. Pro­mo­tions should be replaced by lis­ten­ing to cus­tomers; social cam­paigns should be inter­ac­tive with con­sumer inter­ests; fol­low­ers should be rec­i­p­ro­cal rela­tion­ships; mes­sages should be per­son­al.

  • Social shopping

Anoth­er trend we’ve watched slow­ly evolve over the years, social shop­ping is com­ing in at full force in 2017. Brands are work­ing through social e-com­merce options to mak­ing shop­ping eas­i­er than ever for the con­sumer. If you don’t already have an e-com­merce lay­er in your social media, we sug­gest hop­ping on it!

That’s a wrap on social media trends 2017 for now, but no doubt we’ll see dozens more blos­som in the com­ing months. Stay on top of the lat­est trends by fol­low­ing EM360’s blog, and be sure to reach out to us if you’d like a pro­fes­sion­al team of experts help­ing you craft and exe­cute your social media mar­ket­ing strat­e­gy.



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