2017 is behind us, but it’s always important to look back on the trends of the past year in order to look forward to the trends that will carry the new year in digital marketing. With so many new features, tools, and products it can definitely be hard to stay up-to-date.
But don’t worry! We’ve got you covered with the top marketing trends for 2018!
1. Keeping it Genuine
Let’s face it: people don’t like being marketed to. Instagram and Facebook don’t like it either, with rules and algorithms in place to decrease automated mass-market flooding, these platforms push authentic content up to the forefront. That’s why the Influencer trend isn’t going anywhere – people are more likely to trust someone they view as a peer telling them about a product than a faceless company shoving ads in their face. If you want people to notice your brand, you’ve got to keep it real. Stories make sure content doesn’t overstay its welcome, and has higher engagement rates than anything living in the feed. Live streaming and behind the scenes videos fare much better than ads as well, and show that actual people are involved in creating and handling your business – which is important to your audience..
2: Messengers and Virtual Hangouts
As Generation Z comes into age, their habits and preferred ways of communicating will heavily shape the social media world. Just like with live streaming, audiences are preferring to interact with brands and influencers in real time. If you’re not using Facebook Messenger, or Instagram DMS – you’re missing a venue where you can address your audience directly. A trend on the uptick in America that’s already caught the rest of the world by storm are video chat clients – and soon, we may see a confluence of video chat and augmented reality. Facebook’s already ahead of the pack with their new feature Facebook Spaces where you can hangout with friends, as if you’re in the same room, even if you’re miles away. For now, this feature is for the Oculus Rift, but with augmented reality features and facebook posting options, don’t be surprised if this becomes even more accessible in the next year with Snapchat and Instagram possibly using similar features in their video editors and streams. Speaking of video
3: Video is King
Over 90% of media shared is video. Video is overtaking the internet, even more so than it has in recent years. Soon, over 80% of online consumer traffic will be video, and this makes sense with audiences now turning to the internet for their news and entertainment. Online video WILL be social media, and if you don’t have a strategy in place for how you want your brand to use video as a tool, you’re going to get left behind. As with the trends listed above – you have to be thoughtful and genuine with how you use video, as there’s nothing more apparent than an advertisement in the middle of a viral video, for example, and people have very little patience while they’re scrolling through their feed. You might be lucky to have someone catch a few seconds of your muted video between posts, and you really have to make those few moments worth it. Keep it engaging and sincere, and you’ve got a good shot.
So, there you have it. Those are the trends to look out for in 2018, just remember to be genuine with your brand and to follow where video (in its many forms) is leading, and you can’t go wrong!