Social Media Marketing Exeter

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Social Media Marketing Exeter 2017:I'm gonna share with you my social media predictions for 2017. Over the last couple of weeks, we have seen the likes of Twitter, Facebook, Instagram, which is owned by Facebook, and Snapchat go to blows with rolling out new features and in some cases features that aren't necessarily new, but they're new to the platform. We've seen Snapchat roll out Groups, which is a pretty cool feature, in which up to 16 friends can all chat in one group. We've also seen Instagram roll out Instagram Live, which is very similar to Facebook Live, but contained within Instagram. We've also seen Instagram roll out Stickers, which are very similar to the emojis that you currently see on Snapchat. We've also seen Twitter do away with Periscope and now roll our Twitter Live, which is essentially Periscope, but all within the Twitter app, or the Twitter experience, without having to use a standalone app, which was previously Periscope.

And we've also seen Facebook roll out Snapchat-esque features within Messenger, where you can use lenses and filters very similar to what you're used to seeing already on Snapchat. So where I'm going with all this is all these social networks are competing for one thing and one thing only and that is our attention. They are competing for what I like to refer to as market share. Let's face it, there's only so many Millennials and Baby Boomers and Gen X and Gen Z out there. There's only so many people that can use these social networks and there's only so much time in the day that people's attention can be consumed by brands and creators and influencers and friends using these social networks. And I haven't mentioned other apps that are out there, taking up people's times and attention, like musical.ly and Houseparty and WhatsApp and WeChat. These are all social networks. And I didn't mention LinkedIn or Pinterest.

And let's face it, virtual reality and augmented reality is about to disrupt everything that we know about communication, including social media. How can brands compete in this crowded space known as social media, in which people's time is already being consumed and audiences are being fragmented? Well, the answer is to focus on the social network where your brand gets the biggest reach and the highest return on engagement and quite simply, you should be looking to use the social networks where your customers are on. So if you're company is looking to engage Millennials and younger consumers, you should probably be looking to brand yourself on Snapchat and on Instagram. If you're looking to humanize your brand's content and help tell a story of your brand in a realtime, interactive environment then you should probably be looking to use a combination of Facebook Live, provided that you already have a presence on Facebook, as well as using Twitter Live, if you have a presence on Twitter.

So my prediction for 2017 is that in the next year, we will see a massive consolidation between social networks and how consumers use social networks. Because quite simply, it is impossible for consumers, I'm not talking about marketers, but I'm talking about everyday consumers, like my wife or like my friends, that use social media exclusively to engage with somewhere between 75 to 100 friends and follow the brands and celebrities that they've come to love. There has to be this mass consolidation, because let's face it, the average consumer does not have the time in the day to hop back and forth and consume content from brands that they follow between Facebook and Instagram and Snapchat and Twitter and Pinterest and you name it.

It's just impossible. So I think users of social media are gonna come down to one decision and one decision only. And that is, do I use Instagram or do I use Snapchat? From my perspective there's a misconception around how marketers specifically look at these networks as being one and the same. Because the reality is that you have two completely different audiences on Instagram as you do on Snapchat and the way these networks work are not in parallel to one another. They are completely separate. The audience on Snapchat is already conditioned to using this app to go in and see short content that tells a brand's or a person's story, in a very natural and organic way and the bottom line is because content disappears within 24 hours, they want to either be inspired, engaged, entertained, or educated.