With 2019 just around the corner, now is the time for digital marketers and practice owners to begin mapping out a social media strategy for the new year. Following a rather tumultuous year for social media, platforms were required to make major changes in order to regain users’ trust and correct flawed data protection policies.
Many of these changes will continue to affect the social media trends we expect to see in the next year. Read on for a prediction of the top 4 social media trends you're most likely to see in 2019!
Rebuilding User Trust
In 2019, the name of the game will be transparency. Following Facebook's data breach scandal last year, millions of Facebook users began deleting the app and updating their privacy settings in an attempt to distance themselves from the scandal. Brands will need to regain social media users’ trust by generating more transparent, genuine content across all social platforms. By utilizing strategies such as Live video (more on this below), influencer marketing, and original content, brands can build trust with users and ultimately restore their audience's confidence in social media as a whole.
Additionally, platforms such as Instagram and Twitter will continue to crack down on fake followers as a means of authenticating social media profiles. Changes for this measure have already begun rolling out, but moving forward, it’s expected that brands will begin to care less about the quantity of followers they have and focus more on quality, genuine engagement with existing fans.
Pay to Play
In early 2018, Facebook updated its algorithm to begin reducing the amount of Business page posts users are exposed to in the hopes of restoring News Feeds to meaningful content from family and friends. This means that brands will have to stop relying solely on organic tactics to increase engagement and reach. Boosted posts and advertisements will continue to rise in 2019 as brands begin to compete for coveted News Feed space.
Facebook has also stated that it will begin penalizing “click-bait” type posts and those that explicitly ask users to Like or Share content by pushing them further down the News Feed. In 2019, it’s likely that brands will continue to post interesting and appealing content to work in the algorithm's favor and increase post visibility.
The Rise of Stories
Stories: Not just for Snapchat anymore! In the past couple of years, stories have begun popping up on nearly every social platform, including Instagram, Facebook, and YouTube. While the video clips are just temporary, stories have become a popular way for both users and brands to share a glimpse into their everyday lives and connect on a more personal level with followers. Stories have become so popular recently that Facebook and Instagram have added Stories to their list of placement options for paid social advertisements.
In 2019, it’s safe to say that brands will begin to take full advantage of Stories across all social media platforms, especially considering that Stories require essentially no time and resources to create. With more than 400 million Instagram users utilizing Stories each day, it appears that this popular medium won’t be dying out any time soon.
Evolution of Videos: Vertical and Live
It’s no secret that video has become an essential tool in social media marketing over the past few years. However, video continues to evolve across platforms in order to increase viewership, engage audiences, and highlight interesting content. Two new types of video content are expected to surge among brands in 2019: vertical video and live streaming.
Live video streaming allows brands to give a “behind-the-scenes” glimpse into their business and provides a more authentic type of video content than scripted video. The popularity of Live video grew four times over in 2018, according to a recent Facebook report, and will continue to flourish as more and more brands get on board with this new medium.
Additionally, platforms like Facebook and Instagram are encouraging users to utilize vertical videos in order to create a better viewing experience for mobile users. In 2018, we were introduced to IGTV, Instagram’s solution for posting longer vertical videos for mobile consumption, as well as a new vertical video format for Facebook ads. There’s no doubt that vertical ads will continue to dominate New Feeds and become the new “norm” in social media video content in the new year.
What Do These Trends Mean for Marketers?
Social media is beginning to shift in a way that focuses more on personalized, compelling content and less on self-promotion. Platforms are also working to re-establish trust between brands and users by emphasizing transparency and penalizing brands who utilize clickbait tactics to increase engagement.
Managing your practice’s social media strategy can be overwhelming, especially with the constant evolution of social media trends. The social media specialists at Page 1 Solutions can create a comprehensive strategy that implements best practices and the latest trends to pursue the results you want to achieve. Call Page 1 Solutions today to learn more about how we can help you with your marketing efforts: 800-368-9910.