I don’t know about you, but I am wondering how we are already at the end of January – wasn’t Christmas last week? Alas, we are well into 2018 and hopefully you have reviewed 2017 and are ready to make some tweaks and even some big changes when it comes to your content marketing and social media.
Social Media marketing and content marketing are very powerful tools for businesses. It is so imperative for businesses to be playing in this field as it is part of their consumers every day life! How many times have you checked your Instagram, Facebook, Twitter, etc in the last 15 minutes? (The answer should be none since you are reading this article….)
What’s New in 2018
Before I even get into the known trends for 2018, I want to address the news coming from Facebook. I wanted to share the news, but I wasn’t sure how to tell my clients that “Hey, all that money you spend on social media marketing – well…..” At first glance you may think that Facebook is punishing businesses and plan on making it harder for them to reach their consumers. But I really don’t think it is that at all.
What it looks like from the outside, is that Facebook wants to make sure it is bringing better content to your newsfeed. I too, am tired of all the ads and business posts that take up my newsfeed (that I have not “liked” or interested in), meanwhile one of my friends got engaged, another had a baby but all I knew is that Gap had a sale and some overseas clothing company was selling fake goods……
Is Facebook going to really end the success that businesses have had on social media? Heck no! They make too much money from businesses. I think you will need to spend more money on advertising and ensure that your are sharing quality content instead of multiple posts kills the newsfeed. Does that make sense? Hopefully it does, but please remember this is my assumption.
Trends to Expect in 2018
Back to the reason I am here…..2018 trends.
Twitter really suffered in 2017 with little to no growth – don’t worry, it is still alive and breathing, but I think we will see some big changes with regards to this social media channel.
We have seen some notable changes from the other big guys like Facebook and Instagram. Some of the new players to keep your eye on will be LinkedIn (maybe it will be more than just a job recruiting site and those sharing all that they know). Snapchat will bring some competition to the market and they better put their best-game face on because they are evolving and growing so fast that they may not stop.
Some other things to watch and take into consideration while you are planning:
Less Organic Reach – businesses are going to be very selective of where they spend their advertising dollars and ensure they are on the right platforms for their business. (Again, this comes from the recent Facebook news…but please don’t panic yet.)
Videos – According to research done by Kenshoo, spending on social video increased 130%!!! But keep in mind that now everyone wants to do video because of this trend and it will become saturated. Relevant content and making sure you post it in the right social media platform must be considered. Video is not cheap!
Instagram Stories – it is really going to take off in 2018. And those who have over 10,000 followers are going to be able to put links in their post (which is a first for Instagram!).
Overall, I think the saying “Keep it simple, stupid”, will really ring true for 2018. Getting back to the basics and not all that fancy stuff will also make for a successful marketing campaign. You don’t have to do it all…just do it. Play in the sandbox and have fun!