Social media has become to go-to for many companies’ advertising campaigns. While traditional norms – TV and radio commercials, magazine advertisements, etc. – still exist, they’re not nearly as effective as they used to be. For most modern companies, getting noticed is all about how well their social media platform performs.
Though many digital marketing guidelines remain constant, we’ve seen a shift in the way in which companies go about getting their names in front of their audience. The following trends are becoming ever-present on social media, and are only continuing to gain momentum moving forward.
Live Streaming and Video
Live streaming – whether in quick, short bursts or elongated video podcasts – has become a main focus of both large and small businesses today.
Using apps such as Snapchat and Periscope, companies create small video snippets that are usually entertaining, informational, or both – but also act as advertisements. However, unlike television or YouTube commercials that the user has to sit through before being able to watch the content they actually want to watch, these snippets are viewed by choice. And, since these apps are essentially for mobile use, companies are able to reach potential customers while they’re on the go.
Use of longform video is also increasing, with applications such as Facebook Live being put to good use by marketers and companies around the world. These videos don’t require airtime on paid-for channels, rather can be posted live right on a company’s Facebook page. These videos can help build interest and anticipation for new releases or upcoming events within a company.
Social Content Publishing
The days of convincing customers to purchase a product by claiming to be the best are long gone.
What consumers are looking for now is value and dedication. Companies can no longer just say they want their industry to flourish – they have to prove how invested they really are. The best way to do this is through publishing free content that informs and educates those interested in a specific industry or niche.
Recreational clothing company L.L. Bean, for example, keeps its blog up to date with stories of kayaking dangerous waters and hiking vast mountainsides. In doing so, the company shows it’s not just about selling products – it’s about maintaining a lifestyle.
For any business to thrive in today’s modern world, they have to actually care about the services they provide.
Consumers as Influencers
It’s easier now than ever before for social media users to share information with one another. Every major platform allows its users to share a link, picture, video, or message, with a single mouse click.
And companies know this.
Social media managers have begun leveraging their fans, creating advertising webs that span through these fans’ entire online network. If even a small percentage of the company’s fans’ network become interested, the effort was worth it.
This works mainly because friends trust each other. If one person shares a video, his closest friends are going to trust there’s value in it, and watch it too. If all goes well for the company, this friend will share it as well, and the chain will continue.