Social Media Marketing Trends That Are Cutting Through

Social media trends can be hyped up by certain marketing professionals, yet they never really seem to cut through into the mainstream. With an industry prone to constant flux and change, and never more so than now, it’s important to keep up with the latest trends in this important channel. So what’s really working right now?

Organic customer reach

Online audiences are savvy and wary of fake news. This mistrust is extending towards traditional, highly curated advertisements. HubSpot reports that 71% of consumers are more likely to make a purchase based on social media referrals than online ads. Therefore, product and service reviews, ratings, and recommendations matter more than ever before.

HubSpot’s research shows that 63% of social media users trust consumer ratings above all else, and 70% of users believe consumer reviews. Companies who want to thrive must therefore invest in collaborating with both customers and employees to make sure their brand message is reflected in voices on social media.

The rise of influencers

Influencer marketing , especially at a nano scale, is being embraced by companies as a way of engaging with online audiences in an authentic way. Initially, businesses favoured celebrities with hundreds of thousands of followers on social media to promote their brand, but many are now realising the value of ‘ordinary’ people with fewer than 10,000 followers.

This is because their audience are far more likely to be genuinely interested in the content, and regularly engage with it with shares, likes, comments, retweets, and so on. This ‘people-first’ approach builds trust and generates humanised, organic word-of-mouth marketing which is both low-cost and effective.

Diversification of platforms

While the big guns of YouTube, Facebook, and Instagram are still dominating social media platforms, it is unwise to ignore new contenders such as TikTok, the Chinese short-form video sharing app. This is because the platform skyrocketed to 800 million users last year, 41% of whom are Gen Z, aged 18-24, Smart Insights reports.

For marketers aimed at this generation, getting on board with video content is a priority. Users prefer sharable content which is topical, provides tips, tricks, and how-to’s, or is humorous or music related. Challenge-based videos, such as lip-syncing or dance challenges, can go viral as both user and brands respond with their own versions.

Live social media

Use of live streaming has soared for obvious reasons over the past year, as events, conferences, and exhibitions were cancelled worldwide. Marketers are predicting that this trend will be here to stay, as people have discovered the convenience of viewing a Q & A session or product launch, without spending time and money on travel.

From interviews, property viewings, announcements, to behind-the-scenes tours, people have readily adopted live social media as the new normal. While there will always be a place for real-world events, many companies are now augmenting their promotional activities with live streaming, which can save both time and expense for all parties involved.

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