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2017 Trends- Social

 

We recently discussed a few up and coming trends for email marketers in 2017. But since we’re firm believers that email & social media work hand in hand, we wonder what this year has in store for social marketers.

 

Visual content

With the continued evolution of live streaming content in 2016, there’s no doubt we’ll come across newer advancements in live video throughout 2017. With the debut of Facebook Live and Instagram’s Live stories last year, along with Twitter’s Periscope app, brands have wasted no time in taking advantage of new ways to market themselves through livestreaming. These tools have proven themselves to be a low-budget method of candidly connecting brands with their audience while yielding results.

 

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Periscope in action

 

We’ve also seen a growing interest from brands in temporary content. Snapchat first blazed the trail for ephemeral social content upon release, followed by Instagram with the release of new Instagram Direct features in August and this year’s Facebook Stories release. Like live video, these tools allow brands to create raw content that give audiences a candid glimpse into their favorite brands. And with the temporary nature of the content, there’s a number of innovative ways to make the best of these resources.

 

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Can Facebook Stories compete with Snapchat? 

There’s a possibility that we’ll also see a rise in virtual/augmented reality marketing for brands. While widespread accessibility for marketing with this tech hasn’t quite arrived for smaller brands, large companies have still been making the best of what’s available in incredible ways. With Snapchat lenses and Facebook masks for live video, it’s a matter of time before more platforms begin to adopt this functionality for small businesses.

Social messaging 

Recent advancements in automation have led to platforms introducing chatbots to provide support for customers. Tools like WhatsApp, Kik or Facebook Messenger’s chatbots allow you to engage your audience during times when you and your team are unavailable. And with the right tweaks, you can create a chatbot that seamlessly furthers your brand’s identity for you. While this kind of functionality has experienced some growing pains in the past year, we believe there’s a strong possibility for advancements in artificial intelligence tools for social marketers in the near future.
 

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Facebook Chatbots can provide automated support 24/7

 

Paid advertising

In the past year, many major social platforms underwent algorithm changes to determine how content displays in users’ feeds. Given this algorithmic shift and an increase in brands using social platforms for marketing, social reach experienced a drastic decline as the noise of social marketing grew. Now, more brands are switching to paid social ads to amplify their content and work around newsfeed algorithms to get in front of their audiences. These tools are used to target content to the right audience for maximum efficiency. And when used with social analytics, you can determine the perfect audience for your ads and see if your campaigns are providing a valuable return on investment. But while paid social ads can be valuable for your brand, it can only help so much if your content isn’t up to par.

 

Social ecommerce

In 2016, Instagram, Facebook and Snapchat rolled out features to allow brands to post and sell merchandise through social media, joining Pinterest on the roster of social platforms with e-commerce capabilities. These features allow customers to easily access product info while browsing your content and even make purchases directly from your posts. It can be an excellent opportunity for smaller brands to advertise their products at little-to-no cost.
 

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Pinterest has transformed into an ecommerce powerhouse for marketers

Do these trends have a chance of becoming the new norm for social marketing? Or will we have moved on to bigger and better things by 2018? Try these out for your brand and find out what excites your fans most!

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Team FanBridge

2017 Trends-Email

With 2017 well underway, many digital marketers remain curious to find out what’s in store for the future of email this year. We saw a few innovative trends break out in 2016, but what lies ahead in the near future? Let’s take a look at what email marketing trends have been building steam so far:

 

Segmentation/Personalization

2016 brought forth a massive shift in focus towards the value of customer activity data. When used efficiently, this data makes it easier to predict who to reach out to, when to connect with them, what they’ll respond best to and more. This allows for deeper segmentation and can be used to create highly targeted campaigns based on subscriber activity. Subscriber data can also be used to create a stronger personal tone in your emails which can help improve engagement rates.

 

Automation

Knowing how your audience acts gives you the ability to predict what fans will do before it happens. The vast growth in valuable data in the past year has given way to a rise in popularity for automation among independent marketers. The right automation tools allow you plan to connect with your audience ahead of time without constant scheduling and tedious campaign production. More brands have begun adopting methods including cart abandonment popups and trigger emails that send when subscribers perform certain actions for efficient customer outreach with little hassle. With more marketers warming up to automation, there’s no doubt we’ll be seeing more advancements in 2017.

 

Interactivity

After Apple’s release of iOS 10, videos can finally be embedded and viewed in emails…for iOS mail on iPad. While this functionality isn’t currently available on desktop or most mobile devices and is limited to non-YouTube sources, it’s just a matter of time until playback video in email becomes more of a widespread possibility.

Cinemagraphs and gifs have also proven to be a popular and easy way to add compelling visual flair to your emails in 2016. We’ve preached about these handy tools before and we have no doubt they’ll prove their use in 2017. Since most email clients support gifs, they’ve become a strong alternative to video for adding motion to your emails.

Design

One key takeaway marketers have picked up on in the past year is that your subscribers’ time is precious. Which is why it’s crucial to communicate their message as quickly and easily as possible. This necessity has created an audience demand for minimalist and flat designs that allows your subscribers to scan and digest your campaigns quickly. These campaigns use clean visual elements, a small amount of text and simple images to convey your message efficiently. And with less time spent on campaign design, you can focus more on improving their email content.

Now that you’re up to date on what’s new, see how these methods work for your marketing efforts. Find out which trends your audience respond best to and whether they’re here to stay or a passing fad.

Sources:
Hatchbuck
Sumo
Litmus
MediaPost
Business2Community

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Team FanBridge

Academy Awards Social Media Competition
 

Now that the star-studded night’s come and gone, we’re left with so many questions: Does an Oscar win lead to high social growth? Can social growth predict who goes home with a golden statue? And what was up with that announcement mixup?! Read our past entries to get caught up on our findings so far:

 

Read More: 2017 Oscars: Social Media Edition (Week 1)

Read More: 2017 Oscars: Social Media Edition (Week 2)

Read More: 2017 Oscars: Social Media Edition (Week 3)

Read More: 2017 Oscars: Social Media Edition (Week 4)

 
Before the ceremony, Lion had maintained it’s month-long winning streak by receiving the highest weekly growth on Facebook, Twitter, Instagram and in box office revenue. This week also saw a strong victory for Moonlight on YouTube with 13% growth in trailer views and 7% in comments.
 

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After the ceremony, we saw a massive surge in social media fans for Moonlight. After nabbing the win for Best Picture, Best Adapted Screenplay and Best Supporting Actor, the film surged ahead Lion on Instagram at 59%, Twitter with 62% and YouTube trailer views at 63% growth. Lion still managed to maintain a lead on Facebook with 23% and in box office revenue at 15% growth.

 

Analysis:

Envelope fiasco aside, we were just as surprised as anyone by Moonlight’s win. With a month long streak of high growth, it appeared as though Lion had a chance to take the award for Best Picture. And while Moonlight had a few moments of victory on YouTube, they were unable to maintain their lead on there or gain the most on any other platform.

 

From this, we gather that social growth doesn’t always predict the Academy’s choice. On the other hand, winning an award does seem lead to social growth. Films who won but received low growth through our competition, such as Manchester by the Sea (Best Actor) or Fences (Best Supporting Actress) saw a notable surge after Sunday evening. Manchester by the Sea grew around 30% on Instagram and Twitter while Fences gained 13% and 24% on the same platforms, respectively.

 

2017’s Oscar nominees have given us some very interesting finds in what drives social growth. We look forward to seeing what the film industry has in store for us in the next year and congrats to this year’s winners!

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