With the growth of intelligent personal assistants like Amazon’s Alexa and Google’s Cortana, voice is no gimmick and is only set to grow even more in 2018. Brands are starting to experiment more with voice search and there’s rumours that Facebook has a product to rival Alexa and Cortana in the works. As far as social media is concerned, brands should be paying attention to relevant voice search queries and start incorporating these into content.
Tired of Ads
Over 80% of people now skip ads on social media or have ad-blockers installed. This shocking statistic seems to suggest users are becoming tired of having their newsfeeds filled with adverts, no matter how relevant and well-targeted they are. Brands now need to add more value beyond the initial sales drive to rebuild the trust. Which leads us nicely onto our next point…
Authenticity and trust go hand in hand, even more so when it comes to buyers who are brand conscious. The younger generation, who tend to fit into this category of buyers, have arguably become desensitised to adverts, hence a huge push in purposeful marketing in 2017. Tapping into the emotional needs of these users is vital for engagement but after the controversy surrounding Kendall Jenner’s advert with Pepsi, 2018 will see brands doing so in an authentic way.
Organic Vs. Paid
Social media platforms are constantly changing their algorithms making it more difficult for brands to feature in user’s newsfeeds organically. Facebook are cracking down on brands who use tactics such as ‘share this post to win’ as a way of boosting their reach. Thanks to these algorithm changes, its unrealistic to rely on organic methods only, meaning smaller brands are experimenting more with paid options and ad spend is only set to increase in 2018.
Another way brands are expected to combat these algorithm changes is by being riskier with their brand voices. This is something that really took off in 2017 on Twitter with larger companies moving away from traditional scripted replies and venturing more into conversational and often risky tweets. This approach often meant tweets would go viral thus rapidly increasing a brands reach. With algorithm changes making organic reach increasingly difficult for business pages, we expect to see businesses getting braver with their voices on social media over the next year.
Give us a call or send an email to find out how the team here at Dedred can help with your social media in 2018.