Categories: Social Media
How will you react if you are given one same exact meal for your breakfast, lunch and dinner during your work weeks? You would probably get bored of the repetitiveness. Then why feed your customers the same thing again and again on social media platform.
You must keep your social media strategies updated in this battle of attention. You are not just competing with other brands but also with users’ friends, families and their celebrity popular stories.
To help you stay on top of your paid social strategy, we’re unpacking major trends to watch in 2017.
Grow your business and get those KPIs
To increase the page likes and engagement, content optimization was prominent last year. But does it really have a positive effect on your business goals? Its high time we look at strategies that would actually focus on the target audience and conversions (sales).
According to a report by Sebastian Redenz, Head of paid social EMEA at IPG Mediabrands; “if a brand in 2016 is allocating small test budgets (say £10k per month or less) to paid social in spite of large TV budgets, then it's behind the competition.”
Then why stay behind the competition, particularly when Facebook, Twitter and LinkedIn is reaching and activating a large number of audiences every day. The competition is not just about mere likes, shares and comments, it is now grown for the leads and the metrics that embodies scale—that is reach—over engagement.
Now that paid social media networks has become login based, brands are personalizing user experience, no matter wherever they are on the world wide web. Measurement insights, on the effectiveness of reach at scale, are increasingly broken down into three types of measurement: reach, brand resonance, and reaction.
Snapchat and Instagram for the younger audience
According to Indian Express “For Snapchat, 2016 has been a big year; the app has over 150 million daily active users, which is more than Twitter.”
If you think Snapchat is still used by a bunch of kids sending pictures to each other, it’s time to reevaluate. You are missing a lot. Do you know Snapchat launched features like Stories and Discover and; which is being aggressively used by major brands like General Electric, Coca-Cola, CNN and National Geographic to connect to consumers. Its most active age demographic are the young adults between 18-24.
There are over 100 million people using it everyday. By comparison, Twitter has 320 million monthly active users. It’s daily active user count is close to Snapchat.
As per Forbes, “Instagram has grown to be a powerful networking engine with more than 600 million users a month.”
Now that you know the user numbers, make sure your strategies are formulated to increase your business numbers.
Are you targeting the correct audience?
What is so unique about twitter? A social network where users send a message in 140 characters. Yes, that’s it; but it's popular!
The major advantage of paid social networks over the other media channels is that, through paid social networks you can compile a whole lot of consumer behavioural knowledge, which can be later used for personalised user experience.
This is where you build your targeting strategies. You will have a demographics of what kind of people like your product and where they usually go to find it. You can formulate your paid social networking strategy based on this data and target existing and potential consumers through whom you could actually generate conversions.
At Infinitive, we usually see the best results by extensive market analysis and correct consumer targeting.
Facebook continues to be the King
Facebook, like always, is running ahead of all the emerging and existing social media platforms.
Facebook is diving head first with its recent launch of 360 degree unit in September 2016. "360 video represents an exciting creative opportunity for marketers that allows them to tell immersive stories, optimized for mobile devices," says Facebook.
This 360 degree ad unit holds photos and videos and give a user whole 360 degrees around them to experience by tilting the mobile device. This highly interactive unit will be a great asset in customer engagement and brand awareness. The Canvas ad units offers advertisers a blank space that can be designed with pieces of content, which will be interactive to the consumer when they swipe or tilt the device.
First ever interactive ad experience that is responsive to consumer behaviour. Like Sebastian Redenz said “Facebook grows ever more dominant and its peers continue to find new routes to audiences. Facebook has moved from narrowcast to broadcast and dominates in paid social.”
Social media is one of the fastest developing industries. Sometimes a cutting-edge technology changes the social game, or an old idea (e.g. virtual reality) gains viral popularity. Either way, the results always have a huge impact and 2017 will be no different. Make sure you are ready with your weapons of mass attraction.