Digital marketers have seen many innovations and even the involvement of politics in social media in 2017, as the channel continues to evolve at lightning speed. These developments have shaped how we use social media, both as consumers and advertisers. So what does 2018 have in store?
- Video will play a bigger role in the consumer journey
This year has seen the rise of video content. Particularly with its importance in social algorithms, this format is especially valuable to brands in terms of achieving higher reach and engagement, including retweets, likes, comments and shares. In 2017, 90% of all shared social media content has been video!
In 2018, the popularity of video content is expected to grow, and advertisers are likely to follow this trend. Video is the fastest growing format in the world and has been doubling year on year. It is predicted that by 2020, it will contribute to 80% of all online consumer internet traffic. At Social Media Week London 2017, Facebook’s Creative Strategist, Kat Hahn warned: “Not doing short video is not an option.”
Indeed, with the cramped market and every advertiser struggling to capture their audience’s attention, the first three seconds of a video are the most crucial. In 2018, brands will strive to create engaging and fast-paced video content their target markets, and it is likely that the quality will improve at a rate greater than other forms of social media.