Tag Archives: social media trends

#sometrendit2016: The Only 2016 Social Media Trends You Should Read

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As the year approaches the end, it has become an annual tradition for me take a look at crystal ball and share my views with Kurio Social Media Agency on the next year´s social media trends.

For those adapt at Finnish, I recommend reading the whole report. If you are not interested in the predictions of 28 other Finnish digital marketers, you can also jump straight to the most important ones (mine) below.

Before I go into my answers, I have to quote myself from the last year:

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.

And here are the bold/boring predictions of 2016:

  1. 1. Biggest Social Media Trend in 2016?

Internet will be build more and more upon instant messaging. We have moved to the latest phase of Internet: the Age of Messaging. What is most interesting, who will be the master of that era? If previous phase was the Age of Social and Facebook was the undisputed king, is it able to keep its lead? Currently it seems with the dual-strategy of WhatsApp and Facebook Messenger that Facebook will continue to dominate.

2. Social media platforms to look out for 2015?
Last year I was speculating about anonymous messaging and those services were not able to live up the hype. On the same speculative tip, I would keep an eye on live-streaming platforms like Periscope. It is easy to recognize the opportunities Periscope can bring to the brands. Bigger question is will they be truly interesting to actual users?

It is worthwhile to keep an eye on WeChat, because what it does today in China, Facebook will do in western world tomorrow with its Facebook messenger.

3. Biggest challenges in doing social media marketing in 2015?

The huge portion (probably somewhere around 3/4) of sharing in social media is so-called “dark social”. This means that social media listening gives one-sided and even totally faulty picture about what people are really talking about. People share where the brands play no role.

This is great for consumers, because brands are not ruining your conversation or begging you to like them. It makes our work way more difficult. Established channels like FB and YouTube are 100% paid media. To some IM services you cannot get even when you are paying. There is no such thing as earned media anymore.

4. Social Media Buzzword, which hopefully disappears in 2015?

Content marketing.

Despite all the hoopla about native advertising and new content agencies, the division of labor is simple. In Internet there is only good (or bad) content or good (mostly bad) ads. Ad agencies have shown that they cannot truly create content and content marketers have not been good at creating ads (which essentially move products of the shelves). There is role for both counterparts, but it is utter stupidity to think that you could replace one with another. Or that one agency could be great at creating both of them.

To see what I have been predicting in previous years, see the following links:

Social Media trends 2013

Social Media trends 2014

Social Media trends 2015

 

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The Only 2015 Social Media Trends You Need to Read This Year

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?

Ello
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.

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Do You Still Want to Hear About Social Media Trends 2013?

Although everyone and their mother has already given their point of view about current social media trends, here are couple of more predictions.

Good folks at Kurio (Finnish Digital Marketing Think Tank) asked me and 17 other Finnish “social media experts”(stated by the report, I prefer to just be “the planner guy with funny glasses”) about social media trends in 2013 and conducted interesting study about the results. They identified nine emerging trends in social media for the year 2013. The report is in Finnish, but the main trends can be read below. All the finnish-speakers should definitely download the report below.

Big Social Media Themes for 2013  (my comments in italics):

1. 2013 is the year of Mobile (this has been my favourite prediction for at least five years. The main difference is that this year I am actually believing it)
2. Multichannel story-telling is the way to create modern phenomena (Or put it this way: If your marketing activity is not multi-channel/channel-agnostic/holistic/360/add your favourite buzzword by nature, it will be doomed to fail)
3. Lack of human resources is the main constraint in social media (The problem is two-folded, there is definitely lack of people actually working with social media. But there is actually even bigger talent problem: there are lots of “social media experts”, “community managers” but not enough actual strategic thinking about what we should do with and in social media. Social media without strategic thinking behind it is irrelevant at best and purely dangerous at worst.)
4. Big Data (Like the report also points out: we have lots of data & information, but do we have talent, resources and capabilities to turn that information to action?)
5. Content: Interesting, current and value-adding (Which starts the discussion about what is the good content? I still believe that good content is either 1)useful 2)funny 3)on some rare instances both)
6. Picture tells more than 2013 words (Despite the revolt against Instagram, people will rather share more pictures online than less in 2013)
7. Social cannot be just a digital or marketing function, but should be thought holistically (Definitely true, but also the most difficult to achieve. On some instances to make the change requires totally new management, who understands the possibilities of digital and social media. On other instances it requires adequate mix of sticks and carrots to ensure the competitive advantage in digital age)
8. Social media channels are starting to resemble more bought media (The pressure to monetize is already showing with different social networks, especially with Facebook)
9. Users are more and more critical towards marketing activities in social media (You might fool a customer once, but not twice. The opportunity to fool once has already passed)

Download the report (in Finnish).

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