In 2016, social media marketing is one of the driving forces in the business world. Since landscape of social networks changes at such an astounding pace, it has practically become impossible to make any 100 percent accurate assumptions. Still, this doesn’t mean that countless analysts and agencies aren’t busy coming up with various assessment and speculations. As we already stated, the future is unknown but here are few things that are expected to happen in 2017 when it comes to social media branding.
Brand Advocates Gain on Significance
While in the past, the leading power in the world of social media marketing were influencers, in the future it’s expected for brand advocates to take over. For all those who don’t know the difference, while influencers are usually people of renown and respect (stars and local celebrities) a brand advocate is usually an everyman. Anyone satisfied with your product or your business model who promotes your brand through their personal social media account can be considered a brand advocate.
There are two major advantages of this promotion method. First, seeing how a brand advocate is an everyman, their brand mention seems less like a generic message and more like a word of mouth recommendation. Second, seeing how these people work out of conviction and not because they are on a payroll, this method of branding is extremely cost-effective. Still, the brand in question first needs to gain their trust which isn’t an easy task on its own.
Emphasis on ROI
While numerous social networks boast with having high engagement and conversion rate, few of them actually have actual proof to back these claims. Spokespeople from a Sydney based digital agency claim that SMB’s are getting tired of having access only to vanity metrics. The number of followers, likes or retweets are out there for everyone to see, but when it comes to statistics that really mean something they are expected to take the leap of faith. Because of this in 2017 the emphasis is going to be on the actual ROI that a social network can deliver.
If there’s something that Snapchat has taught us, it’s that expiring content has an effective way of appealing to millennials. Why? Well, there are actually few reasons. First, it creates a sense of urgency around the content you are delivering, thus by making it more exclusive you are also shaping it into something more intriguing. Second, by making it more dynamic, you’re modeling your content to the temperament of the future generations. All in all, expiring content is probably something that we will be seeing more and more in the following year.
In the end, the only way to know for sure which of these estimations will prove to be accurate is to wait and see. However, in the world of business the margin of mistake is not that large and sometimes being prepared ahead of the time gives you a competitive edge. It may be a long shot, but it’s a chance many startups and SMBs are ready to bet their future on. One thing is certain, the significance of social media branding is bound to keep skyrocketing in the years to come.