2015 was a huge year for social media innovations. Marketers once again saw changes to their algorithms, leading to a need for increased paid promotions. Facebook also continued their policy of curtailing posts that seem too promotional, making the number one social media site even more difficult to to budget for.
Twitter’s growth really began to stall in 2015 after seeing its peak growth in August 2014. Marketers began to shift their focus from this platform to another emerging and popular site, Instagram. With its 400 million monthly active users, Instagram became the new hot spot for reaching an audience in 2015.
But 2015 has come to an end and the changes to the social media landscape happening more and more frequently. Here’s what to expect for 2016.
1. More Powerful Social Media Searches
In November, Pinterest announced a new search tool allowing users to zoom in on specific objects in a Pin’s image and search for similar objects or patterns. It works like Google Image search, allowing users to find products in a new way. In 2016, expect other platforms to catch on to the idea of new and improved ways to search for content and technologies to change the way we use these sites.
2. Live Social Broadcasts
Periscope didn’t exist in 2014, but by the end of 2015 it had become Apple’s iPhone App of the Year. With more than 10 million users, Periscope’s unique live broadcast abilities have become the new way to interact with consumers. In 2016, Periscope will continue to grow, so expect to see other sites (Facebook!) to find ways to capitalize on this new technology.
3. Buy! Buy! Buy!
Leave it to Facebook to find a new way to take our cash. In 2014, Facebook started a trend in social media that we felt through last year. Buy Buttons have recently become part of the interface of Instagram and Pinterest, so expect to start seeing these ads more often in your feeds and your budget.
4. Video at the Forefront
Humans are visual beings, and we like videos. It’s the easiest way for us to learn and retain knowledge. Cisco estimates that by the beginning of 2017, 69% of all consumer internet traffic will be video, so marketers need to be starting a budget for video production for 2016.
5. User Privacy Concerns
In 2015, about 32 million Ashley Madison users found out the hard way that privacy isn’t necessarily guaranteed online. With one of the largest hacks on record still fresh in their minds, social media users are now looking for assurances that their private information is, in fact, private. Expect to see major increase in protections offered from Facebook, Instagram and any other sites that store personal information like birthdates and credit card info.
6. Incoming Messages
According to Forbes, the frequency of incoming messages are up almost one third from 2014. Consumers are catching on to a new way of connecting with companies, so expect to keep seeing an increase on incoming messages throughout the platforms. Don’t be one of the estimated 82% of brands who do not respond. Pay attention in 2016 and engage in a new way.
7. Easier Publishing on Instagram
Instagram can be a time-consuming nightmare for social marketers simply because it must be used in real-time and is exclusive to mobile devices. If nothing else changes from last year, let’s hope Instagram has made Post Scheduling their New Year’s Resolution for 2016.