The only constant with social media is change. In 2016, we saw Instagram evolve into a more social commerce platform and introduce live video and Stories, Facebook began pushing live video content to the top of the newsfeed, and Twitter let us know its future is uncertain. In this week’s Weekly Bias, we explore what industry experts think will be the future of social media in 2017.
Snapchat paved the way with disappearing content, and in 2016, Instagram brought the feature over to their photo-sharing social platform. Recently, Instagram brought ephemeral content to live video as well. As Facebook continues to grow their video platform, it wouldn’t be too shocking to see disappearing video become a messenger feature.
Virtual reality video experiences became the cool new thing in 2016, and as the thirst for more video content grows among consumers, particularly social media users, brands will be looking to this new technology.
Social messaging apps like Facebook Messenger and WhatsApp are being used more frequently by brands to directly communicate with consumers, and with 4 billion messaging users worldwide, this will most likely become the new norm. Consumers will move away from phone calls and emails and look to social messaging to connect with businesses.
Periscope ushered in a hot new trend with live video, and other social platforms have quickly jumped on board. Facebook pushes live broadcasts to the top of the newsfeed, while YouTube and Instagram also provide users the ability to broadcast live. Brands will begin using live video more often in 2017, with 43% of brands adding interactive video to their marketing plan. Live video will also have more features, with Facebook planning to introduce live 360-degree video, and YouTube planning the same feature.
Of course someone has to pay for all these new and advanced features on social platforms. Brands looking to get noticed on social in 2017 will have to pay a premium for ad space as each platform continues to grow. The social marketplace will also become more competitive, with more brands recognizing the potential of social media to reach their target audience.
For more on what to anticipate in social media in 2017, take a look at these posts: