If there’s one thing that’s for sure in the social media landscape, it’s that nothing is for sure. Here are just a few of the big shifts, developments and trends that changed the way we browsed, shopped, marketed and wasted time online in 2015. (Oh, as if you did nothing but productive things on your computer or phone this year …)
Facebook really started moving in 2015 – pretty much every time you clicked over to your timeline, videos started autoplaying. The social media platform made it their business to battle it out with YouTube, drawing publishers and viewers away from by sharing exclusive network-optimized video content from major providers like Popsugar, BuzzFeed and ABC’s “Jimmy Kimmel Live.” On certain days this year, Facebook served up more than 4 billion videos. The stats look impressive – but marketers should keep in mind that Facebook counts a video as “viewed” as soon as it starts playing on a users’ page, regardless of whether that user actually finished the video. Whichever platform emerges victorious, one thing is clear: video is here to stay. According to the Cisco Visual Networking Index, by 2019, 80 percent of all internet traffic will be from video.
Since its introduction in 2013, Snapchat has steadily risen from an underdog social media platform to a real contender. This year, marketers caught on, hoping to grab the attention of Snapchat’s 100+ million users, most of which fall in the coveted 18-24 age range. Burberry fans watched the high-end brand’s Spring 2016 campaign photoshoot live and in real time with Snapchat . Resorts and hotels, including W Hotels, began offering custom Snapchat filters and stickers for users staying at their properties. And some publishers, such as CNN, Daily Mail and National Geographic, are seeing enough potential upside to Snapchat to hire teams of specialists to create content strategies on the platform. Look for advertising to gain a real foothold on Snapchat in the New Year – though potential advertisers want more data.
Is Twitter done? Once a juggernaut, the “microblogging” platform, which boasts 320 million monthly active users, made big changes in 2014 – to mostly disastrous effect. At the end of 2015, things aren’t looking much better: the company is running at a loss of $132 million after taxes; stocks are plummeting; it’s not adding new users in significant amounts. Can Twitter turn it all around, or will it go the way of MySpace? It’s hard to tell. The platform introduced a curated news feed called Moments, ramped up emoji use, and even toyed with doing away with the 140-character count restriction. Periscope and Vine, Twitter’s video channels, show promise. So don’t count Twitter out yet – it ain’t over ‘til the fail whale sings.
Buy now! Social selling seems to be the new frontier for social platforms, with statistics suggesting that consumers will spend $30 billion worldwide via social platforms, up 50% from last year. Pinterest is now offering “Buy” buttons that allow users to buy products directly within its app. Twitter announced partnerships with Shopify, Bigcommerce and Demandware that will make its “Buy Nnow” buttons accessible for a vast array of merchants. Facebook rolled out Businesses On Messenger, which makes it easy for businesses to interact individually with customers through Facebook’s messenger app. Snapchat introduced ShopStyle, a site that uses fashion influencers to entice users to click the “Buy Now” button. Good for brands – dangerous for consumers’ wallets!
Brands know that a powerful social media presence is a necessity – even if some of them (unwisely) think it’s still a job best left to the intern. But 2015 proved definitively that simply maintaining a Facebook, Twitter or Instagram account is not enough. According to the latest Nielsen Global Trust in Advertising Report, consumers trust traditional, paid media (such as magazine, newspaper or TV ads) less and less, with confidence declining as much as 25 percent between 2009 and 2011. And we all know why: traditional media, while still powerful, is seen inauthentic, as a pitch. Consumers want recommendations from friends and family – or from a trusted online influencer. While the consumer may not know them personally, influencers with savvy, engaged audiences can raise a brand’s profile considerably. You don’t need to nab a Kardashian to make it work –passionate fans might be your best bet.
