Social networks continue to develop rapidly, thus offering every year more and more new products and creating new trends that open up new possibilities for brands and advertisers to communicate with their consumers. Some of them take root, some do not. What will be popular in 2017 in social media?
Top 5 trends expected for 2017
1.Increase of interactive content formats
Just a good photo content is no surprise. Of course, he will, but in 2017 it will dilute the new interactive formats – such as the 360-posts, gifs, cinema graffs, videos, 360-videos. Such formats, due to their novelty, will be the most involves that will allow communities to increase the interest of users to their content and the overall community.
It is worth noting that the dynamics of the growth of social networking audience in the past year increased significantly and continues to grow. Against this background, with the 2016 Instagram has experienced a number of significant changes – changed interface design, Stories, a new format and most importantly – there was an intensification of promotional tools. The latter is particularly important for brands and advertisers as they are now able to better interact with their customers and attract new ones.
In general, starting in 2017, the Instagram has all the prerequisites to become a top-end user communication channel with brands and brands with their potential customers.
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Over the last year significantly increased the role of messengers and chat bots. More and more brands are using WhatsApp, Viber, Facebook Messenger, Skype, Telegram, and others. Thus, the simplified process of communication. Users can in a matter of seconds to get the answer to any of their questions, without calling at the same time directly and without feeling any discomfort.
For instant messenger, companies open up a whole range of solutions and business objectives tasks: to provide technical support and information to customers; distribute content; involve users in the interaction; perform various operations, such as an order or pay it, etc.
As for the chat bots when compared with the applications, the development of an IM bot is much cheaper and less time-consuming. But we can not say that they are perfect. Development potential is great, especially in terms of integration with third-party systems, but still, chat bots still need work.
Overall, in 2017 we can expect an even greater demand for messaging services among brands and companies.
4.Increased investment in social media advertising
In connection with the expansion of the spectrum of the advertising office functions in the Instagram and Facebook, recently, more and more brands have resorted to the use of advertising support on social networks to promote their pages.
Promotion of publications is quite an effective method to increase the level of involvement and community outreach. But there are its own peculiarities. The materials posted to the Instagram, get more response from the audience than advertising the posts to Facebook. The reason – the price action. In Instagram for the same money spent on Facebook, we get the best result.
In view of this, in 2017 we expect a significant increase in investments in the media and, to a greater extent – the social network Instagram.
Online translation has been actively gaining popularity in social networks such as Facebook and Snapchat. This communication format provides new opportunities for brands to share a particular event at any time of the day. Moreover, Live stream engagement is far ahead of other content delivery formats.
In the west, a real-time video has long been used for conferences and presentations, gathering with millions of views. And the popularity of Facebook Live will only increase when the social network will launch a 360-degree online broadcast.