As the year approaches the end, it has become an annual tradition for me take a look at crystal ball and share my views to Kurio Digital Marketing Think Thank on the next year´s social media trends. For those adapt at Finnish, I recommend reading the whole report in here. If you are not interested in the predictions of 26 other Finnish digital marketers, you can also jump straight to the most important ones (mine) below.
Before going through the actual answers, I have to say that I have not been interested in social media as such for a long time. Do not get me wrong. Social plays crucial role in digital business. But I seldom think digital as a separate entity either: digital is air. Digital, mobile and social should be a part of every business. Sometimes at the core, sometimes playing supporting role and sometimes playing no role at all. Strategy is about deciding what to do, but even more importantly what not to do. If you are thinking social media as a separate unit you are missing the bigger picture. The dominance of digital universe goes well beyond our traditional silos.
Having got that off my chest, here are my most important social media trends for 2015:
1. Biggest Social Media Trend in 2015?
One-Size does not fit all
No more social media army knives. Consumers demand services excelling in one feature instead of having multiple mediocre features crammed into one. It is no longer about maximizing users in one single service (Facebook), but maximizing the time spent on the whole ecosystem (WhatsApp, Instagram, FB Messenger). How different services will or not be integrated together is big strategic question and will have implications on what channels companies should be using to reach their target audience.
2. Social media platforms to look out for 2015?
Anonymous and Interest-based networks
Anononymous chat apps (i.e. Whisper & Secret) are definitely interesting. It remains to be seen, can they do the jump to the next level like Snapchat has done.
Even in 2014 discussion forums are still alive and kicking. This is one proof that, there is demand for interest-based social network with underlying idea ”It is not who you are, but what you are interested in”. Ello cannot make it and current anynomous chat apps focus more on filth, rumors and spying. All of those activities are naturally great, but is it enough for these apps to make it to the major league is a billion dollar valuation question.
3. Biggest challenges in doing social media marketing in 2015?
Wrong teams doing wrong things with wrong budgets to wrong clients
From business logic perspective, Facebook and YouTube are more traditional advertising than social media. When you sponsor a post in Facebook, you should invest as much or even more to it than to a print ad. Emphasizing the verb “should”. Many marketers have not understood the shift in dynamics in digital marketing. Facebook is new print. YouTube is the new TV. Some marketers still have the illusion that digital is either free or cheap and you do not have to worry about production values. They could not be more wrong.
On the other hand, some marketers misinterpret the rising digital ad prices and increased resemblance to traditional ad buying logic to just pushing your TV ads to YouTube or print ads to Facebook. They could not be more wrong. Although the prices are getting closer, the creative should be drastically different.
Eyeballs cost money and you do not have loopholes for free publicity any more. If you are not ready to take risks, be honest and bold, catching the attention of consumers is even harder, almost impossible regardless of the media budget.
4. Social Media Buzzword, which hopefully disappears in 2015?
There has been a simple reason why I have not written anything about Ello in this blog. It is not interesting at all. Diaspora and Ello are manifestations that consumers are not really that interested in privacy, your personal data usage in advertising or in pretty much anything else that you should be interested as a conscious consumer. The problem is that majority of consumers are not that conscious.
5. Biggest social media wish for the next year?
Wishes are for people, who do not make demands.
I actually read through my last year´s predictions and I still think they are valid stuff as well. So if you did not find trends suitable to your liking in this list, I recommend reading that one.
Happy holidays to every one! I still might have couple of posts left in tank for this year, but soon going for a deserved holiday.