by: Finella Kristle Panlilio
Thursday, January 08, 2015 |
According to US-based JSH&A Communications, last year’s biggest challenges faced by chief management officers were creating fresh, timely content, followed by reaching consumers across digital channels, finding a steady stream of relevant content, and using social media for content marketing.
Here are the top marketing trends predicted to take place this year within the social media industry.
Real-time marketing redefined
Instead of real time, marketers will now focus more on right time. This means that the priority will be less about having a swift response at the ready, and more about sharing the right content with the right audience at the right time.
Increased social media ad spending
There will be a shift to an always-on paid social strategy, what with Facebook’s ever-changing algorithms forcing marketers to opt for boosting their posts to ensure their content reaches their fans.
Growth of content marketing
Content creation and budgets are on the rise. Marketers will be placing greater emphasis on measuring ROI and the effectiveness of their content.
Video isn't just about YouTube anymore. Last year, Facebook beat YouTube in terms of desktop video views for the first time - delivering nearly a billion more views. Marketers need to identify how video can work across their social channels and not stick to a one-size-fits-all solution.
The takeover of the visual web
Brands with the Facebook-first approach need to think twice, because Facebook is no longer king of engagement. In just two years, post engagement on Instagram went up 416%. Pinterest, Tumblr, and Instagram each gained more than 10M visitors in 2014. As the social media landscape continues to break and niche social networks appear, marketers need to accept that Facebook will not always be the most impactful or effective channel to build a social presence and engage with fans.
2014 saw a rise in content marketing, whereas 2015 will focus more on sharing the right content with the right audience at the right time, the communications agency states in its most recent infographic. Marketers will head towards a pay-only strategy to ensure content is reaching their target audience.