7 social media trends for 2017
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The document outlines 7 social media trends for 2017: 1) The rise of augmented reality on platforms like Snapchat, with increased complexity of AR lenses and advertising through sponsored lenses. 2) Advertising that features users/audiences as stars through AR filters and lenses. 3) Platforms moving from passive scrolling to engaging users with content like stories when they are already immersed. 4) Search being tied to social media advertising to target people in active purchase journeys. 5) Forced embrace of short form video advertising under 6 seconds as the norm. 6) Long form video content growing on Facebook to emulate TV with potential for mid-roll ads. 7) Brands becoming broadcasters
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7 social media trends for 2017
- 1. 7 SOCIALTRENDS FOR 2017
- 2. 7 SOCIAL TRENDS TREND ONE: THE AUGMENTED REALITYWAR TRENDTWO: ADVERTISINGTHAT MAKESTHE INDIVIDUALTHE STAR TRENDTHREE: FROM PASSIVE SCROLLINGTO REACHING PEOPLEWHENTHEY’REALREADY ENGAGED TREND FOUR: SEARCH BEINGTIED INTO SOCIAL MEDIAADVERTISING TREND FIVE: THE (FORCED) EMBRACEOF SHORT FORMVIDEOADVERTISING TREND SIX: LONG FORM ENTERTAININGVIDEOCONTENT FINDINGA HOME ON FACEBOOK TREND SEVEN: THE BRANDASA BROADCASTER
- 3. TREND ONE: THE AUGMENTED REALITY WAR A large part of Snapchat’s popularity – for its audience and advertisers alike – has been driven by lenses that can alter physical appearance and the look of surrounding environments. It’s also enabled a new form of advertising: sponsored lenses. As smartphones continue to develop, driven by social network competition, we will see the complexity of augmented reality increase in 2017. Snapchat, for one, is already planning new lenses that will interact with real-world objects and “identify environmental elements”, allowing it to superimpose digital effects over Snaps. Reported advertising options include examples like Pepsi being able to sponsor a lens that fits atop real-world bottles. Facebook, the world’s biggest social network – having dipped its toe into bringing AR to the platform through a choice of reality selfie masks on its livestream – is now experimenting with wholesale Snapchat-style AR special effects that include geo-filters and graphic overlays as part of its new camera experience. This includes animated selfie masks for brands, mooted as part of a new advertising revenue option. Then there’s how AR will help normalise e-commerce on social networks, allowing – by nature of what it does – people to envisage how products might look on them, something Snapchat and YSL experimented with late last year through a sponsored lens that let the audience try out different lipstick colours. As Mark Zuckerberg noted in July 2016, the future of AR will be driven by mobile. Social media can also be included in that.
- 4. TREND TWO: ADVERTISING THAT MAKES THE INDIVIDUAL THE STAR In the arms race for users and eyeballs, social networks are making creativity central to their platform offering. Different AR formats are ushering in a new level of creativity on social. First we had images, then video, and AR has now given us lenses and stickers, rich options on social that are availableat the touch of a button, both for users and brands, to add an extra layer of creativity. These are filters that can, for example, turn a human into a cat, or change a grey office into one filled with bubbles. This new level of creativity is also moving advertising forward on social, where through Sponsored lens and filters, the audience can become the star of a brand advert. Snapchat’s innovation may have stole a lead, but by copying their creative offering, Instagram, Facebook and Messenger are bringing this type of creativity to a wider audience and, in doing so, taking these creative formats (and soon AR advertising) into the mainstream.
- 5. TREND THREE: FROM PASSIVE SCROLLING TO REACHING PEOPLE WHEN THEY’RE ALREADY ENGAGED AR isn’t the only offering rival platformshave borrowed from Snapchat. The copying of Snapchat’s stories format (i.e. where images or videos can be collated to make a ‘story’) by Instagram and WhatsApp (and a format that is currently also being experimented with by Facebook itself) empowers audiences, as well as brands, to have a more narrative-driven content feed. It also gives brands the option of placing full screen ads within these stories, thereby reaching a target audience when they are already immersed and engaged in content, instead of when they are scrolling through their newsfeed and more likely to, potentially, scroll past. The idea of capturing people when they’re already engaged in content is part of Facebook’smove towards heroing long form videos, with the mooted intention of serving mid-roll ads (see trend six)
- 6. TREND FOUR: SEARCH BEING TIED INTO SOCIAL MEDIA ADVERTISING Bridging the gap between discovery and intent to purchase, new advertising capabilities will see 2017 setting a trend for social channels to be used to take people further through the sales funnel. Social has traditionally been used to reach the passive buyer (people who might not necessarily be considering a purchase, but match the target audience), but now – through YouTube and Pinterest – we have opportunities to target content to people based on what they have been specifically searching for (within Pinterest itself and, in YouTube’s case, through Google search history), allowing us to communicate with relevant consumers within active purchase journeys.
- 7. TREND FIVE: THE (FORCED) EMBRACE OF SHORT FORM VIDEO ADVERTISING Facebook has been promoting the idea that marketers should experiment with shorter ad creative to drive value for a while- and now YouTube is joining them. As of 2018, YouTube will be phasing out their unskippable 30 sec ad offering and renewing focus on unskippableshorter form ads of six seconds. Social networks are forcing brands to move away from just sticking to their advert online, to creating adverts that embrace short form video storytelling. The future might be long-form for entertainment content, but for adverts on social the 3 second audition will become the rule of thumb
- 8. TREND SIX: LONG FORM ENTERTAINING VIDEO CONTENT FINDING A HOME ON FACEBOOK Facebook is taking on TV, hoping to transform how people consume video content on the platform. To rail against audience behaviourof scrolling through the News Feed, longer videos with higher completion rates will now be ranked higher in the News Feed and video will auto-play with sound. This bid to get people used to watching videos for longer opens up the potential for Facebook to serve mid-roll ads, something it’s experimented with already. To aid this Facebook is also reportedly planning to create a video-only tab and to bring exclusive shows to the platform.
- 9. TREND SEVEN: THE BRAND AS A BROADCASTER Facebook Live, Twitter and now Instagram are helping to drive the concept of the brand as a broadcaster. Brands from Airbnb to GE have used these formats to livestream event content (like GE’s #Droneweek) or perform Q&As, while Adidas produces a weekly YouTube football show called Gameday Plus, which generates millions of views. All brands now need is a relevant entertaining high-profile partnership/event or a topic that has a passionate audience to tap into in order to become a viable broadcaster in their own right.
- 10. THANKS