Arik C. Hanson, ACH Communications
Arik C. Hanson, ACH CommunicationsAugust 9, 2016FPRA
9 Social Content Trends to Watch in 2017
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ABOUT ARIK20 years agency, corporate; #SoloPR since 2009;
@arikhansonBlogger, podcaster, e-newsletter maker, board member,
event organizer
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#1: Less is the new more
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Target 39 Facebook postsTHIS YEAR1 post in July
12 posts in June
0 posts in May
4 posts in April
9 posts in March
8 posts in February
5 posts in January
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Sharpieone of social medias darlings and a brand focused on
creative visuals, has just 9 Instagram posts so far in 2016.5
#2: Could the all-video newsfeed be a reality?FPRA
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Almost DOUBLE the amount of vids published in just one year7
Were seeing a year-on-year decline on text. Were seeing a
massive increase on both pictures and video. If I was having a bet,
I would say: video, video, video.
--Nicole Mendelsohn, VP, Facebook-Europe
A year or two from now, we think Facebook will be mostly
video.
-- Ted Zagat, Facebook ad product leadFPRA
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Its already happeningFPRA
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Oreo is already embracing the all video newsfeed; 9 posts in
July7 were videos9
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10 posts by Dunkin in July7 of which were videos.10
Why does all video make sense for brands?Best ad targeting
platform on the social webThe numbers are through the roof
(warning: inflated metrics ahead)Adding new functionality all the
time (Facebook Live, 360 videos)
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#3: Instagram will lose its cool factor2010: 1 million users
2012: 30 million users
2013: 200 million users
2015: 400 million users
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Instagram ad spend up 11,000% in Q4 last year:
http://www.businessinsider.com/instagram-ad-spending-up-11000-2015-12Creative
is lacking:
http://www.adweek.com/news/technology/will-instagram-s-advertising-gold-rush-send-users-running-167873Result:
Instagram loosing its cool factor
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But, in late 2015, Instagram opened up ads to all
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And now, this is our IG experience
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Is Instagram losing its cool?Users visit Instagram for a mental
breaknot brand advertising.
Those brand engagement ratestheyre about to take a hit.
More likes. Fewer of the more valuable comments/shares.
Stick to niches (fashion, food, etc.)FPRA
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#4: Live social video will lead to deeper brand engagement
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1.2 million views. For reference, Today Show has average daily
viewership of 4.8 million.18
What does deeper engagement look like?
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Holy engagement Bat-man!
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Store traffic = Holy Grail
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#5: The emoji heyday is over (for brands)
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Emojis personal communication. Emojis for brands? Different
proposition. See Holiday Inns emoji keyboard
Taco Bell made its case for the taco emoji earlier this year
You can now order pizza by using emojis for crying out loud!
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OK, so it works every once in a whileFPRA
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And of course, Chevy introduced us to the first-ever all-emoji
news release earlier this year! 23
But, for the most part, this is what we getFPRA
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But, when one of the most conservative companies on the face of
the earth starts using emojis, arent we taking it a bit too
far?24
People are using emojisA LOTFPRA
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Emojis have also spawned its own wikipedia-like site:
Emojipedia: http://emojipedia.org/26
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And, the Emoji-tracker! Stay up to date on how many times the
poop emoji was used today!27
Unfortunately, so are brands59% of top brands tweeted using an
emoji in Q4 201540% of top brands posted on Facebook using an emoji
in Q4 2015775% increase in emoji usage in marketing messagesBrands
sent 145 million emoji messages in June 2015FPRA
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And this is usually the result.FPRA
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The Breakfa-emoji keyboard from Holiday Inn Express!29
#6: LinkedIn Publishing will help close the ever-widening chasm
between employees and company leadersFPRA
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Smart: Companies using CEOs to share company messages to reach
employees in a different way.32
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Smart: Company CEOs like AmFams Jack Salzwedel using LinkedIn to
publish and share views to reach customers and employees (few CEOs
doing this)33
Why will more leaders start using LinkedIn Publishing?LinkedIn
still THE professional social network.Little competitionespecially
among executive suiteWont generate reach of Facebook, but will
reach the RIGHT audience.Humanizes executives in a way other
communications havent.
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#7: Relying on third-party vendors to produce podcasts
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Brands outsourcing podcasts to content houses like Panoply and
GimletPrudential, GE, Netflix have all done thisWhy? Easier, more
compelling, experience (agencies dont have this experience
either)http://digiday.com/brands/brands-podcast-producers-now-competition-space-heats/Variety
Pack (Slack), Wells Fargo, The McKinsey Podcast, The Distance
(Basecamp), Brands using: Netflix, Prudential, GE, General MillsNot
much for metricsreason many brands arent using46 million Americans
listen to podcasts monthlyMany brands either advertising, or
producing with partners (Panoply)Adobe: White papers as audio:
https://soundcloud.com/adobemarketingcloud35
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Why will more brands outsource their podcasts?Brands dont have
skill set in-houseAgencies arent offering/dont have skill set
either Content more compelling when created by expertsFPRA
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#8: More Pinterest. Less Snapchat.
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Snapchat: Few metrics, most companies still dont get it, and
most millennials dont trust the advertising youre sure to do
there
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Why NOT Snapchat?Few meaningful metricsNot super-intuitive for
brandsHard for brands to do right
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Why MORE Pinterest?
One of better traffic-driving social sitesLong-tail
trafficRequires less time/energy to maintainMore bottom-line
results (intent to buy)
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Some of Nordstroms most popular pins are these simple quotes
from across the web.42
#9: Expect more brands to start employing 360-degree photos
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Not catching on yetbut it will. Brands reticent so farheres why:
1) Still early 2) Brands think you need 360 degree camera 3)
Perceived need
Why hasnt it caught on yet?Still earlyBrands think you need a
360 cameraLack of perceived needFPRA
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Why will 360 pics eventually catch on with brands?EasyI mean,
really easyRicher, deeper user experienceVirtual realitywithout the
virtual and the realityFPRA
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Bonus - #10: Feed-stopping interactive contentFPRA
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Stranger Things FB post; 46
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9 Social Content Trends#1: Less is the new more#2: The all-video
newsfeed will become a reality#3: Instagram will lose its cool
factor#4: Live social video will lead to deeper brand engagement#5:
Emoji heyday is over for brands#6: LinkedIn Publishing will help
close the widening chasm between leaders and employees#7: Relying
on third-party vendors to produce podcasts#8: More Pinterest. Less
Snapchat.#9: Expect more brands to start using 360-degree
photosBONUS: Feed-stopping interactive content will become more
prevalent
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