We live in an era where videos are quickly replacing images. Previously, digital marketing experts would highly recommend their clients to add appealing pictures to promote their content. Today they urge companies to share video instead. A picture is worth a thousand words. Imagine the impact of a video! Static images are losing their power, they arrived at their limits. The world is asking for more and more content on the move.
The Shorter, the Better
People are slacking. They don’t take the time to read a full article. They tend to ignore the text over the pictures and now over the video. We live in the instant; we are craving for quick and sharp information.
Mary Meeker mentioned in 7 Big Trends That Are Shaping the Future of Digital Advertising: “desktop ad revenue is relatively flat, while mobile is exploding” (see Fig. 2). Why? Simply because the time spent on a desktop is decreasing over the time spent on mobile.
According to Business Insider CEO Henry Blodget in his presentation about The Future of Digital: 2015, “Millennials check their phones every 10 minutes” and “87% of the interviewees said their smartphone never leaves their side, night or day”. Businesses understand that and invest more on advertising on social platforms.
The Future is Live Streaming
To cope with the creation of apps like Snapchat offering short and instantaneous information, other social media platforms started to create a streaming function. Youtube Live Events, YouNow, Periscope on Twitter, Meerkat and Facebook Live to only name the big ones. Recently, YouNow announced they raised already $15 million for the year. This social network is only four-year-old!
In August 2016, Instagram developed their own 24-hour Stories to keep up with Snapchat. They sniffed out the threat and pared it. Only a couple of months later, they launched Instagram Live. This feature offers you the possibility to broadcast video to your follower base in a real-time. The big difference with their sister-application Facebook Live is the ephemeral aspect of Instagram Live. Once the broadcast is over, the video disappears. There is no way to keep it. Reinforcing the feeling of exclusivity to the lucky ones who watch the video.
But where is the limit?
There is no limit. And that’s the burden of social media enthusiasts like myself. Every day, there is something new on the social market. While launching a new campaign, we should keep an eye on what is happening around us at any time. We might need to throw a complete campaign in the trash and rethink it in a short amount of time, just because something new appeared.
That’s something I learned from Claudia Cheung, 2014 graduate in Social Media at Seneca College and social media and digital marketing specialist. She came in my class to give us some insights about the real digital marketing world. While she was explaining to us how she worked on a social campaign for a 5-star hotel located in Hong Kong, she reported how she had to review the entire campaign because Instagram launched their Stories.
They were the first hotel in the area to use this feature. This new campaign had an incredible impact on their social presence and they received amazing feedback from others in the industry.
As a social marketer, I constantly need to keep up with the trend. I need to educate myself about the past, the present and mostly the future. Digital marketing is a world in constant development. We need to think ahead. Mobile and Live Streaming are the new trends but for how long?
Here are my personal advices on how to keep up with Social Media trends:
- Blodget, Henry. “The Future of Digital: 2015” Business Insider, 8 December 2015, http://www.businessinsider.com/the-future-of-digital-2015-2015-12/#-7, Web. Accessed 26 November 2016.
- Csathy, Peter. “Predictions On The Future Of Digital Media” Tech Crunch, 10 January 2016, https://techcrunch.com/gallery/predictions-on-the-future-of-digital-media/slide/4/, Web. Accessed 26 November 2016.
- Johnson, Lauren. “7 Big Trends That Are Shaping the Future of Digital Advertising According to Mary Meeker’s annual report” AdWeek, 1 June 2016, http://www.adweek.com/news/technology/7-big-trends-are-shaping-future-digital-advertising-171773, Web. Accessed 26 November 2016.
- Moreau, Elise. “10 Popular Tools for Broadcasting Live Video Online” Lifewire, 2 October 2016, https://www.lifewire.com/tools-for-broadcasting-live-video-3486110, Web. Accessed 26 November 2016.
- Read, Ash. “Instagram Launches Live Video on Instagram Stories: Here’s All You Need to Know” Buffer Social, 21 November 2016, http://blog.bufferapp.com/instagram-live-video?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bufferapp+%28Updates+and+tips+from+Buffer%29, Web. Accessed 21 November 2016.
- Sprung, Rachel. “How to Consistently Keep Up With the Latest Social Media Trends” HubSpot, 31 July 2014, http://blog.hubspot.com/marketing/keep-up-with-latest-social-trends#sm.0001xysrk05k1e9hyk124x9594q19, Web. Accessed 27 November 2016.
- “How Your Business Can Keep Up With Changes in Social Media” Tapp Network, n.d., https://www.tappnetwork.com/social-media/how-your-business-can-keep-up-with-changes-in-social-media/, Web. Accessed 28 November 2016.