Social media marketers dedicate lots of time on social media and content strategies just to find themselves at the mercy of social networks’ algorithm changes. It, therefore, raises the question of whether it is still reasonable to invest in relevant and creative content rather than to focus on technical elements and paid social budgets.
The digital world has been recently struck with the news of big companies quitting social media. The perfect example is the well-known cosmetics brand “Lush”, which recently declared the closing of all social media accounts related to its brand.
”We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed,”was the statement to the brand's followers.
It did not take long for Instagram to review the “like”-approach. The Facebook-owned social media platform might soon remove the feature of seeing the number of likes under each post.
”We want your followers to focus on what you share, not how many likes your posts get. During this test, only the person who shared a post will see the total number of likes it gets,“states the app.
The social media platforms admit to implementing unique sets of technical elements, intricate logic, and usage analytics that make up algorithms which therefore control the content delivery to the users. No wonder that even the best thought-out and creative posts don’t bring the expected engagement unless promoted by advertisement or going viral.
Social media marketers are tempted by the number of likes, shares, and views of their content failing to realize these are not the most important aspects of building a meaningful relationship with their customers.
By the time customers engage with the next thing in their social feed, they’ve likely already forgotten the message of your content.
So what is the solution? The focus should not only be on the content strategy which gets engagement across search and social platforms but on building meaningful relationships with customers using unique data strategies. Otherwise, the customers might be wiped out during the next algorithm change.
So are YOU ready to take on the new algorithm changes? We would love to hear from you on this matter! Have you already noticed the decline in your customer engagement?
How do you plan to face this challenge? Let us know in the comments below.
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Innovations are constantly changing our daily lives, from the way we work to the way we communicate with each other. For marketers who want their campaigns to be successful, it is crucial that they are ready for these rapid changes and are able to predict them.
As the New Year rolls in, digital marketing trends continue to evolve and here are some you are likely to see in the coming year.
1) A content distribution strategy
Creating good content won’t be enough in 2019. To succeed, you will need to share your content on the right channels where potential customers are likely to see it. In the upcoming year, brands will invest time not only in creating good content but also in strategies of how, where and when to distribute it.
2) More video content
In 2018, there was already an increase in video content. In 2019, the popularity of videos will continue to grow. If you are not yet producing any video content, now is a good time to start. Statistics show that 72% of businesses have improved their conversion rate through videos. It is expected that videos will become even more search friendly on YouTube, Facebook, Instagram, and LinkedIn.
In 2019, we are likely to see more:
- video demos
- personalized videos from brands
- live streaming videos
- 360-degree videos
3) Influencer marketing and referral programs will continue to grow
With the development of social media, people have begun to feel a sense of familiarity or even friendship with the stars and bloggers that they are subscribed to. It’s no secret that the more we know a person, the more we trust them. According to Nielsen’s global advertising report, consumers today place more value on word-of-mouth marketing than traditional ads. Companies are now starting to explore the benefits of strong social proof as well as develop a long-term positive relationship with the customers. In 2019, to promote the values of their brand, businesses will invest more in influencer marketing and referral programs. Brands will rely on their customers, employees and authentic influencers to spread the word about their company and to connect with prospective customers. The great example is how Motorola have used YouTube influencers to launch the Moto Z Family and Moto Mods.
4) More mobile users and micro-moment marketing
The average American spends 3.5 hours a day on their mobile phone. This number is expected to grow in the coming years. For us, as marketers, it means we need to target our campaigns on mobile devices. The problem is that every minute, mobile users are bombarded with tons of content that pops-up from different screens. In such circumstances, they cannot keep their attention and tend to move away quickly. Buying decisions happen quickly in micro-moments and we need to consider that when creating our digital marketing campaigns. In 2019, the focus will be on effective Micro-moment marketing strategies that will produce clear and memorable messages.
5) AI is here to stay
While it is unlikely that AI will replace you as a digital marketer, it will definitely make your work easier. AI will help automate marketing, analyze complex data to understand buyer behavior, personalize marketing messages and deliver great customer service. The possibilities of AI are endless and this is only the beginning.
6) Rise of chatbots
It is impossible to deny that in the near future, chatbots will be indispensable assistants to every company. According to an Oracle study, 80 percent of businesses already use or plan to implement chatbots by 2020. Chatbots will continue to develop and in 2019, they will help businesses communicate with their customers faster and more effectively to deliver better customer service.
7) Voice messages as a new tool in e-commerce
As per ComScore, by 2020, 50 % of all searches will be voice searches. Today with devices like Amazon Echo you can check the weather or even order pizza. In the future, AI like Siri or Alexa will be playing bigger and bigger roles in our lives, and therefore marketers will have to create a new type of device-based content. At the start of 2019, there will already be over 67 million voice-assisted devices in the U.S alone. It would be smart to use the opportunity this opens for our digital marketing content.
Every customer is unique. Making the customer feel they are treated specially is the key to success. The upcoming year will be one of personalization on customer-focused needs. Luckily, we now have AI that makes delivering personalized marketing messages more effective and easier. In 2019, AI-powered analytics will be used by brands to anticipate customer needs and help personalize content, emails, and offers.
9) More integrated digital marketing efforts
In 2019, the need to engage your customers across different online platforms will continue to grow. As an average person uses several apps, search engines and social media platforms, businesses will focus on integrated marketing solutions to optimize customer lifetime value.
10) More Augmented Reality
Virtual and augmented reality are very popular right now, especially in the marketing and advertising worlds. While VR will continue to develop in the upcoming year, AR will definitely be a trend in 2019. Brands will integrate AR in their marketing campaigns to engage with their target audience to make their experience even more interesting. In 2019, AR will be one of the central strategies to develop brand awareness. For example, in London Pepsi uses AR advertisement to engage with its customers at a bus shelter! AR opens a whole new creative world of digital marketing. We are excited, are you?
11) Integration of social media with other services
Let’s be honest: most of us cannot go a day without checking our social media pages. However social media is not just for cute cat videos and texting with friends, it is a platform our prospective buyers turn to when it comes to getting information about the brand and its special offers. It is expected that in 2019 brands will invest even more in social media marketing. The great news is that Facebook will continue to allow integrating their services with third-party applications. This will make it easy for new users to sign up to websites and apps.
With the fact that we spend more and more time on the internet, the digital marketing industry will continue to grow. In general, marketing strategies in 2019 will focus on the integrating, and engaging in unique customer experience. However, as always, success will come to those who stand out with their values and innovate quickly.
For better or worse, nearly everyone enjoys a little friendly competition. A study by JWT Intelligence found that 63% of surveyed adults agreed that making everyday activities more like a game would make them more fun and rewarding. With this in mind, how can businesses capitalize on their customers’ love for game-like experiences?
Implementing an effective gamificationstrategy that ultimately drives the most ROI for your business isn’t always as simple as it sounds on paper. For instance, many gamification platforms are standalone applications, separate from the rest of the elements of its corresponding site or app.
Pitting your gamification platform against the other interaction points on your web properties defeats the entire aim altogether, which is to encourage valuable on-site behavior and drive loyalty.
Gamification Isn’t a Single Player Game
After examining thousands of gamification implementations, we’ve found that the most effective user experiences are tightly interwoven across different points of social engagement. In other words, gamification makes the biggest impact when it’s integrated with social tools such as social login and plugins like comments, ratings and reviews, sharing, and more.
Why is it so essential that gamification relates directly to the social elements of your site? In a nutshell, gamification drives engagement with your site’s different points of interaction. It offers incentives for consumers to sign into and actively participate in your online communities by leaving comments, sharing content and site activities, writing product reviews, and more.
Gamification as a Driver
As the infographic above shows, gamification drives other site actions that facilitate user engagement and brand awareness. Therefore, businesses seeking the most ROI for their gamification efforts need to invest in a solution that incorporates loyalty-building game elements with social plugins that act as catalysts for nurturing consumer engagement.
With the proliferation of mobile devices in recent years, it should come as no surprise that many top websites are reporting users are accessing their sites from mobile devices at a rate which is increasing exponentially. This is evidenced through statistics recently released by Google showing how often YouTube is accessed via mobile devices such as smartphones and tablets. During its Q3 earnings callthis year, Google announced that YouTube received 40% of its traffic through mobile devices. If this trend continues, as it appears it will, it is obvious that the majority of YouTube videos will be watched and uploaded through mobile devices in the years to come.
The main reason for the increase in mobile visitors to websites like YouTube is that these devices have become much more powerful in the last few years. Not only have their hardware capabilities increased dramatically, but mobile networks have picked up the pace as well. 4G LTE networks, like that of Verizon Internet for example, are even faster than the home broadband connections that many web surfers are still using today. It takes a speedy connection to be able to stream a YouTube video over the airwaves and, quite suddenly, mobile data devices appear to be up to the task.
Another reasonthat users are accessing YouTube through their phones or tablets more often is because almost each and every one now comes with a video camera. In only a few seconds, a user can shoot a video on their device, open the YouTube app, and upload their video. With such an easy process for uploading videos, it seems as if YouTube and mobile devices go hand-in-hand.
So, what does this mean for companieswho are using YouTube to help grow their brand? Most people have experienced the frustrating situation of a smartphone or tablet that is taking too long to load a webpage. This can not only happen when the mobile device has bad reception, but also when the page it is trying to load is not optimized for the mobile web. Such issues should be taken into account when creating a YouTube marketing campaign or advertisement.
YouTube videos that are shorter in duration and more to the point will not only load quicker, but capture the viewer’s attention much quicker as well. Most people use their mobile devices when they are on the go, which means they do not have the time to watch a 10-minute video no matter how engaging it might be. They simply want to be entertained or enlightened during the few seconds or minutes they have to spare.
In the future, YouTube and mobile devices will only become more integrated than they already are. Google is the parent company of both Androidand YouTube. Therefore, they could theoretically blend these two products into one as much as they desire and other companies like Apple would be forced to keep up with the pace.
It appears that technology as a whole is all about mobility now. The distinction between home computers and tablets is shrinking. This is something every company and its marketing team must keep in mind if they intend to create cutting-edge advertising campaigns. With that said, by optimizing YouTube videos for mobile devices and viewers who have a very short attention span, those videos will be able to better send the intended message and have a much greater impact on the target audience when they do.