Top 3 Social Media Trends for 2018

January 4, 2018

Top 3 Social Media Trends for 2018

With such a fast-paced industry, it is always good for marketers to be on top of the social trends for the coming year. Here are 3 social media trends we predict will be most impactful in 2018, alongside some top tips for marketers:


The rise of video

Mark Zuckerberg forecast that in 2018, a whopping 90% of Facebook’s content will be video-based. Facebook Live is on course to further develop this year and Facebook will also be introducing its new offering: Watch. Watch is a new platform to broadcast live or recorded shows which consist of a series of episodes and follow a storytelling theme. These will have a high degree of personalisation and allow viewers to connect with the viewing habits of members within their social network. For example, people can see ‘what friends are watching’ and see their reactions and comments in real-time. We predict a rise in video hangout platforms in 2018, such as Houseparty, focused on allowing friends to hang out digitally.

agency:2 Top Tip: Brands and digital marketers should ensure that in 2018 they are maximising their use of trending video platforms, such as Instagram Stories and Facebook Live, to boost their engagement and reach. Marketers should adopt a mobile first strategy based on users’ viewing habits and closely monitor how the latest innovations, such as 360 videos and augmented reality, can help take video to the next level.


Increased use of chatbots and messaging apps

Currently over 2.5 billion people use messaging platforms globally and this technology is fast evolving. In 2018 we predict increased brand participation in messaging platforms, such as WhatsApp, WeChat and Messenger, and utilising chatbots to interact with fans with a higher degree of personalisation. Gartner has forecast that in 2018 30% of our ‘conversations’ will be assisted by smart machines.  These forms of ‘conversations’ are the preferred form of communication for Generation Z, who more than ever, have increased purchasing power.

agency:2 Top Tip: It’s important for brands to build up a persona around chatbots that stays true to the company’s values and ethos. New tech should always be carefully tested by a diverse range of audience groups for ease of use before implementation.


The Importance of Ephemeral Content

With the rise of Instagram Stories and Snapchat, time sensitive ephemeral content is becoming increasingly important for brands, as well as individuals. These fleeting pieces of content, typically lasting just 24 hours, are often the best way to reach Millennials and Generation Z, as they can be less formal and more authentic. They are effective for communicating short-term offers, or for storytelling during live events.

agency:2 Top Tip: It’s vital that brands build ephemeral content into their social media strategies for 2018 and realise that this type of short-live content can be less polished and more informal than permanent content, which is part of the appeal. Connecting this content with a brand’s influencer strategy can work effective for a time-sensitive platform takeover.

2018 is set to be an exciting year for social media.


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