Our world is changing faster than our ancestors ever imagined. The development of new technologies is accelerating at an exponential rate. Not only are phones getting bigger and faster but applications that most people use every day are changing in the blink of an eye. What used to be occasional and very thoroughly announced software updates are now sometimes no more than a tiny notification on a screen. While it can be difficult to keep track of all the changes, it is important to pay attention. Even the subtler changes in social media platforms opens doors not only for the private user, but also for business owners. Keeping up with the inevitable changes of 2018 can sound like a challenging feat but it is not impossible. Tracking the changes of the past year is the best place to start.
2017 was an explosive year for social media platforms. One aspect of social media that has rapidly increased in popularity is ephemeral content. This is thanks to platforms such as Snapchat and Instagram. Ephemeral, or temporary, content is generally available for up to 24 hours then vanishes. Snapchat is best known for its ephemeral approach to almost all their content. Stories last a full day; individual snaps can be sent for varying lengths of time. While Snapchat may have popularized the idea, they are by no means the only platform to offer users the ability to control how long their posts are available. This trend has forced brands to rethink their content. When photos and deals are temporary, consumers feel prompted to act quickly.
The fastest growing ephemeral content platform is Instagram Stories. The feature was announced by the company in August 2016. By April 2017, Instagram reported over 200 million daily users on Instagram Stories. In Instagram Stories, users upload pictures or videos to their stories to be viewed by their followers for 24 hours. The followers have the ability to respond to specific pictures in the story. Users can also turn their own pictures into stickers to be used later or even pinned to specific parts of the photo. These features are obviously a recreation of some of the most popular aspects of Snapchat. However, after only being available for a year, Instagram Stories already surpassed Snapchat’s daily users.
Content is crucial to an influential social media marketing campaign. While choosing the correct platform is obviously the first step, quality content will make or break your results. Authentic content has always been the most popular on social media platforms. With the rising popularity of lifestyle bloggers and social media “gurus,” influencer marketing can be an amazing way to market your product or services. Influencer marketing is a style of marketing campaign where focus is put on an influential individual instead of the market. The influencer is someone who holds sway over the target market; they are not arguing with or pushing their product on the community; rather, using their presence to promote an object or service. Influencer marketing, if done well, feels very authentic to the targeted audience. One of the best examples of this combination is when lifestyle bloggers advertise various products on their Snapchat and Instagram stories. When the product inclusion feels authentic and the “advertisement” is temporary, followers are more likely to become consumers.
With the rising popularity of ephemeral content, it can feel like the older techniques of social media marketing are becoming less and less reliable. However, some old truths still exist. The key to having a productive social media marketing strategy has been and will continue to be through the upcoming months having an active social media presence. Controlling your media presence can be time consuming, especially when your reaction time can be documented so easily. Responding to posts about your business is equally important as creating your own content. While you cannot, for the most part, control the things people say about your business online, it is possible to react to the comment. Thanking people for positive reviews is a courtesy. Responding appropriately to negative comments is the best way to build a positive online presence around your business. Since things like reviews and public posts are on the internet forever, the general public will easily be able to see how management handles complaints.
2018 is promising to be another fast-paced year in the world of social media marketing. Dip your toe in the water of ephemeral content by building a business Instagram and making use of Instagram Stories. The best quality content is authentic and relevant to your target audience. QCBN
By Morgan Roddy
Morgan Roddy is a Social Media Strategist and Blogger at Northern AZ Social. Roddy has an affinity not only for writing but also advertising and digital media. She began her marketing journey working for a small business in her hometown in California. While finishing her Creative Writing major, she enjoys working with Donna Werking and her team at Northern AZ Social in Prescott, Arizona.
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