If you’re still using the old faithful social media platforms—Facebook, Twitter, and LinkedIn—don’t worry. These networks aren’t going anywhere. If, however, you’ve noticed a downtrend in the number of engagements you’re receiving, it may be because you haven’t kept up with the many new ways that marketers are using these tools.
The future of social media marketing has arrived. You’ll get by on your old tricks, but to really reach new audiences, you have to try new things. Here are some trends you can adopt right now to see better engagement on social.
Facebook Messenger
It’s true that about one-third of the entire world is on Facebook. This behemoth marketing platform will be a part of your routine for years to come. However, the personal nature that Facebook Messenger offers your communications really seems to resonate with today’s buyers.
More than one billion people use Facebook Messenger, which means it’s ripe for the use of ads, video, and chat bots. In fact, some believe Messenger will become the new email—though we’re still reserving judgment on that.
Messenger ads work just like the ads that appear in your Facebook feed. You can choose the audience according to location, age range, interests, and activities. The big difference is that the ads you send show up directly in the recipients’ Messenger inboxes, meaning you can be sure eyes touch your marketing efforts.
Disappearing Content
While marketing with Snapchat is nothing new—we’ve actually covered some tips for this medium before—the power of the disappearing message is really starting to come into its own. This particular medium provides a sense of urgency unlike any other advertising option.
In fact, the popularity of Snapchat has inspired Facebook and its properties to create their own versions, including Facebook Stories, Instagram Stories, and WhatsApp Status. The availability of these new platforms has only increased the amount of targeted disappearing advertising that marketers send.
It’s really your choice as to which of the platforms you use. You may want to keep a few things in mind as you decide. The first is that Instagram Stories has surpassed the number of Snapchat users, which may mean a wider audience for your marketing. However, Snapchat is still the social media network of choice for Generation Z and Millennials. Choose your channel according to whom you’re trying to reach.
Social Video
While billions of hours are watched on YouTube each day, there’s a native feel to social video—such as those viewed on Facebook and Twitter—that marketers prefer. In fact, 46% of marketers plan to add Facebook video to their marketing strategy this year.
Before amassing a library of marketing video content, there are a few things to remember. Most importantly, our attention spans are shrinking. Facebook and YouTube both encourage marketers to create stories in six seconds or less. Longer video still has its place, but if you want regular engagement with buyers, keep those ads short.
As you can see, marketing trends are constantly changing. To maintain your brand’s connection to your buyers, your methods must also evolve. If you’d like to explore new ways to use social media for your marketing needs, give us a call.
