Social Media Trends in 2015January 22nd, 2015 by Viviane Carter
We have already shared our views on the top developments in PR, PPC, Digital Marketing and SEO, so to round off our series of posts on 2015 trends, we are having a closer look at what is going to happen in social media this year.
Mobile is a big trend across all forms of online marketing, and social media is no exception. With the huge increase in time that people spend online on their smartphones and tablets, it makes sense to consider mobile an increasingly important target market you want to cater to specifically. Roger Katz from ClickZ suggests a switch from thinking mobile-aware to mobile-first. “Don’t just plan for campaigns and content that ‘scale down’ nicely on mobile. Start with mobile and plan to ‘scale up’ nicely on desktop/laptop.”
Shopping on Social Media
Both Facebook and Twitter have been trialling “buy” buttons for allowing users to buy directly from their timeline. The integration of ecommerce and social media can be expected to tighten considerably over the course of this year, with a huge bonus for advertisers: The “buy” button eliminates the need for getting users to click through to your website before they can buy something. Shopping on social media will be especially useful for short-term deals, allowing you to capitalise on spontaneous purchases by users. In an article on Time, Ryan Holmes points out that this will also have a big impact on analytics, as shopping on social media will allow you to link purchases directly to an individual tweet or Facebook post, something that has previously not been possible in this way.
Video and Image-Based Social Networks
Video and image-based social networks will become even more important this year. Beyond YouTube there is a multitude of social networks dedicated to image and (short) videos, such as Instagram, Pinterest and Vine.
Especially Instagram is ideal for generating engagement – according to Brandwatch, Instagram posts receive 58 times more engagement per follower than Facebook posts. Video, whether in the form of partnerships with influential vloggers like Zoella – who has just published her first book, an instant bestseller – or in the form of short but memorable promotional videos on networks like Instagram or Vine is expected to increase in importance. Visual content works extremely well and is a great way to connect with your target audience.
New Social Networks
Many new social networks have sprung up over the past year – often niche networks which give users the opportunity to interact with other users with shared interests – such as Foodie, a community for sharing recipes, and Ello, which responds to concerns about data privacy on Facebook by promising not to sell users’ data. As we have been able to see with other social networks, even by internet giants, such as Google+, the greatest challenge for new social networks is to grow and attract a large enough user base for them to become lively communities. Interest-based networks like Foodie can be expected to fare a little better as they exist alongside Facebook, and are not trying to replace it.
Real-Time Social Media Marketing
When reports appeared that some users were having problems with their brand new iPhones 6 Plus bending in their pockets (a.k.a. #bendgate) KitKat seized the moment and sent out this absolutely brilliant tweet. Within an hour, the tweet had already been retweeted 1,000 times and two days later, it had been retweeted more than 23,000 times and favourited over 10,000 times.
This sort of real-time social media marketing can be incredibly effective. It often goes viral and reaches a much larger audience than a normal piece of content would. The key is to monitor trends and external events and be prepared to tap into them at a moment’s notice to make the most of them.
Wearable tech is one of the most interesting trends that have sprung up over the past year or two. We anticipate that 2015 is going to see a rise in the acceptance of wearable tech, especially with the release of Apple Watch in spring 2015. It remains to be seen how marketing and social media for wearables will develop, however it is clear that wearable tech provides a huge potential for personalisation and localisation of ads. Definitely something to keep an eye out for!