Trends. They’re ever-changing and imitating them doesn’t guarantee success. In reality, the only trend you need to follow consistently—especially in social media—is to adjust your approach to bring awareness to and increase engagement with your audience. Anything else needs to be carefully evaluated before you introduce it into your unique marketing strategy.
Having offered this word of caution, I believe the following trends are worth considering for your social media strategy…
1. Loyalty-building through personalization
Businesses, organizations, ministries can benefit greatly from personalization. If you want to build loyalty with your audience, putting a real, human face to a brand helps. Just as trust is essential for building interpersonal relationships, a brand that possesses a relatable, human mien will usually garner more trust.
One example is to promote the core values and/or the vision of a key leader in the business or organization. Honesty strengthens bonds. This strategy can provide a lasting impact for many organizations through various channels, such as guest blogging and podcasts.
In addition, audiences expect brands to pay attention to their specific wants and needs. Targeted loyalty programs, limited offers, promo codes, and discounts are just a few ways brands can help facilitate audiences along their journey.
2. Video as the prevailing way to reach your audience
A 2019 research report from Wyzowl published some revealing data about video marketing statistics. Among the highlights:
- The average consumer watches more than an hour and a half of online video content per day. Around 15% averages more than three hours.
- 87% of businesses now utilize video as a marketing tool
- 80% indicated that it has increased dwell time on their website
The influence of video speaks for itself—96% of people have watched explainer videos to learn more about a product or service, and 79% were convinced to purchase a product or service as a result of watching a brand’s video.
Ever-increasing in popularity, live-streaming continues to be a powerful way to engage people on social media. According to recent statistics, a whopping two-thirds of all internet traffic in 2017 was streaming video. By 2020, 82% of internet traffic is expected to be video content.
It’s safe to say that video is showing no signs of slowing down. Video provides a face for a brand. It’s not only an innovative way to tell a story that allows prospective clients and donors to relate to a business or organization, but it also gives them an opportunity to showcase their services.
3. Expect to spend to get results
In 2012, businesses and organizations who utilized social media as part of their marketing strategy could expect that roughly 16% of their fans would see their Facebook updates. In 2019, that reach has plummeted to about 6% (and sometimes less).
These statistics are a stark reminder about the nature of oversaturation in the arena of social media marketing. And with the added complication of organic reach of business social media content diminishing, most organizations and businesses should invest in boosting posts, sponsoring posts, and social media ads if they want to remain in the hearts and minds of their audience.
Even a small investment towards social media advertising can help your business or organization reap a stronger return, and it doesn’t have to break the bank.
Could your social media marketing strategy use some work?
Infinity Concepts can help! Contact us today.