Everyone likes to try and predict what’s next. Whether it’s the next best television show to binge watch or the next big social media marketing best practice, it’s fun to take a stab at predicting what the future holds.
At #SproutChat, we had more than 65 social media marketers join us to talk about what they believe 2017 has in store for the industry. We discussed potential trends in social content, network engagement and social advertising while also touching on what marketers will be abandoning in their 2017 strategies.
Immersive, Multimedia Content Experiences
The #SproutChat community believes that brands should continue to invest in video because it’s the content format that social networks tend to favor and that users want to see. However, in 2017 they believe that live video content will be more common. Larger brands with bigger budgets will also begin to pivot towards augmented reality and more immersive content experiences.
A1: More use of bots, more video but I think there will be user fatigue on that aspect, especially video that interrupts #sproutchat
— Brad Lovett (@Brad_Lovett) January 11, 2017
A1: The short 30-60 sec video will be a thing of the past with FB's new mid roll ads #SproutChat
— Jeff Higgins (@AnnaMariaSocial) January 11, 2017
A1: Social Media content will become more user-involved, engagement focused, include live streaming and augmented reality! #sproutchat
— Nicole Schneider (@nicolemaries__) January 11, 2017
I agree Toby! If #UX was a theme of '16, #CX is a strong digital theme for 2017. #sproutchat https://t.co/uVH4ruHNGo
— Michelle (@michelletweet) January 11, 2017
A1: Social content will be more in the moment in 2017. More live stream video, less quarterly photo shoots. #sproutchat
— Nicole E. Spears (@_NicoleESpears) January 11, 2017
A1: It will become more interactive and people will watch live events. Video will continue to grow #SproutChat
— Brandie McCallum (@lttlewys) January 11, 2017
A1 a lot more video. More pivots for audiences to engage brands. Continuation of 2016 on content authenticy… #SproutChat
— Ross Morrone (@rossmorrone) January 11, 2017
A1 Video/transparency will make it hard for bad companies to survive. They will have to truly be what the consumer wants or die. #sproutchat
— Joshua Aaron (@JAaronCA) January 11, 2017
Instagram & Snapchat Usage Will Grow
As 2016 has shown, Instagram and Snapchat will continue to be two of the favorite social networks. Time will tell how the others stack up in comparison, but it’s apparent that real time content is king right now.
@SproutSocial A3: Instagram vs Snapchat. Insta's got Stories, but Snapchat has Specs and wearables will change everything. #SproutChat
— MyCorporation (@MyCorporation) January 11, 2017
@SproutSocial A3. Snapchat and Instagram. Especially when you consider use of sponsored lenses/filters on the former. #SproutChat [AR]
— ModSquad (@modsquad) January 11, 2017
A3: I'd definitely say Instagram. With everything they're doing with Instagram Live, the platform continues to grow. #SproutChat
— Express Writers (@ExpWriters) January 11, 2017
a3: more instagram, less snapchat (esp. if instagram continues taking what snapchat comes up with & doing it better) #sproutchat #SMM
— molly buccini (@mollybuccini) January 11, 2017
Social Advertising Will Be More Prominent
It’s hard to imagine that we’ll see more advertisements on social media, but that’s exactly what our community believes will happen this year. Brands are shelling out money and seeing results, so social media advertising will continue to grow. If you haven’t figured our your brand’s strategy for paid social yet, it’s time to figure it out–fast.
@SproutSocial A6: Successful ads will look less like ads and deliver some kind of value before asking for $$$. #SproutChat
— Richard Hostler (@CNXN_Hostler) January 11, 2017
@SproutSocial A6. Hopefully more relevant; social advertising in 2016 got a bit too intrusive and impersonal. #SproutChat [AR]
— ModSquad (@modsquad) January 11, 2017
@SproutSocial A6. Social Ads will begin to serve their most optimal purpose-building awareness and directing a new audience #SproutChat
— Vishal Rose👾 (@Vishal_Rose) January 11, 2017
A6. Infiltrated everywhere? #sproutchat (not mine, just platforms in general)
— Alexandra Simone (@reeltake) January 11, 2017
A6: It will look less like ads and more like quality, one-on-one engagements. #SproutChat
— Venture Icon Media (@VentureIcon) January 11, 2017
A6 Marketing budgets seeing a higher spend allocated towards social #sproutchat
— Caitlin Waters (@Cait_Waters) January 11, 2017
Join us next week at #SproutChat when we’ll be joined by Sprout All Star, Keri Jaehnig, to discuss creating compelling social content for the travel industry. Until then, connect with our community by joining our Facebook group.
This post #SproutChat Recap: Community 2017 Social Media Predictions originally appeared on Sprout Social.
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