Top social media channels have become nearly the central digital marketing platform. Among them, Facebook is still the one with the widest range of the business promotion tools. Nevertheless, Instagram, Twitter, LinkedIn, YouTube and some others are catching up and launch new feathers, helping businesses to maximize their presence in the social network. Let’s take a look at the latest social media updates that will have an impact on our marketing strategy in 2017.
#1. On January 9th, Recode revealed the Facebook plans regarding the testing of mid-roll ads in videos. The publishers will be able to insert the ads messages into video 90 sec long minimum. The plan is that after first 20 sec of rolling people will see the ads. Since the video content is about to reach its peak in 2017. According to the Buffer, 83% of marketers admit that they want to deliver more video content. At the same time, 30% of SMM experts take the videos as top-priority ads channel this year.
#2. Besides, Facebook is going to launch the option to keep scrolling the news feed while watching a video, remaining in the screen corner. The video-window you can drag and fix whenever you want on the screen. And you can keep watching it even after you close the Facebook app on your phone.
Plus, in FB mobile app videos will play with sound. So the social network updated the terms of video ad publishing. There will be three available options for the cooperation:
Well, video content is a trend that gained its momentum in 2016 is about to get to the top in 2017. Last year Facebook reported that its users play about 100 million hours of videos per day. And it has definitely proved the values for business. So to ignore the video as a part of the marketing plan this year seems impossible.
Twitter has caught the wave of video boom in 2016, integrating the live Periscope broadcasting to the tweets.
#3. Yet, according to Andrew Pickering and Peter Gartland, The HippoCampus analysts, the main trend for the Twitter in 2017 is humanization. Quite recently Twitter launched the new option of creating a custom profile in Direct Messages.
It enables you to individualize the customer service profile by adding an image and a name to it. Twitter explained their innovative decision by the results of the research that revealed the following statistics:
77% of customers are likely to give recommendations to a brand that provides personalized service. Plus, customers are 19% more likely report to get a resolution to their problem. 22% of people are more likely to be satisfied with direct interactions with service compare to those, who had impersonal business contact on Twitter.
Since people more likely to prefer personalized customer care, experts suggest to refuse of:
Actually, top-three tweets of 2016 don’t contain hashtags at all.
Nevertheless, hashtags in combination with content promotion remain the key tools of Twitter strategy. They are just not the only once to rely on. The key to digital brand promotion in 2017 is personalized and interactive marketing.
#4. Another innovation to know is Twitter Stories. It is kind of popularity report that comes to you as an email digest weekly. Containing the info about the most shared tweets and stories, it sums up the week on Twitter for the people, who are connected with you. This feature is a promising for marketers to generate leads and, thus, sales by creating the viral Twitter stories.
#5. Both Facebook and Instagram launch the Snapchat-like feature of creating stories – chronic of video and image content that was posted for a last 24 hours and that disappears after this time. Unlike other forms of posts, you cannot like of comment someone story. This feature benefits both the users and business profiles because it reduces the risk of overposting.
#6. Important Instagram extensions for business promotion were released in 2016. Yet, in 2017 they will definitely stay relevant. Above all, it is about business profiles and insight. Those brands that already have a Facebook page can create a free business account on Insta. Besides, the platform provides the reporting feature – Insights – that allows tracking the users’ activity regarding the brand.
Pinterest platform shows its attractiveness to the marketers since it launched the promoted Pins in 2014 in the U.S. and in 2016 in Canada and U.K.
#7. Besides, it has prepared three more innovative features for visual search: Pinterest Lens, Instant Ideas, and Shop the Look.
Pinterest Lens is planned to allow the users to find the Pins related to the real objects. In other words, it labels the objects you point your camera on. Instant Ideas is a tool that helps to manage and filter the feed while browsing. You can choose to see related pins and topics to the one that interests you. Shop the Look will bring you from the pins to the corresponding items in the online shops. It allows tracking down and buying the things you like in Pinterest.
2017 is going to be a thrilling year in terms of new features and tools on social media platforms. Follow the news and keep your marketing strategy up-to-date.