Anyone else work like a beaver this year? Every year, the trail and pace of digital shifts a little. This year was no exception, which brings us to our 2017 Decode Social Trends List.
These guys own 60 percent of all digital ad spend, as reported by eMarketer. No other digital advertising platform owns more than 5 percent of digital spend market share. Reasons to re-invest ad dollars in Facebook and Google are simple: their products are sophisticated. Our team is constantly staying on top of updates and new functionality. We love data, and these guys fulfill that for us.
Arguably the hottest product of 2017 is Instagram’s Instastories, designed to rival Snapchat’s glory and respond to users’ shift in reduced video viewing time. When was the last time you sat and watched a 60-second video on social media that was not a cat kneading biscuits with Gordon Ramsay? Long videos have had their day. One Instagram Story is 15 seconds long and lasts for 24 hrs. Add a bunch of stories together and *boom* you have a quick, casual, fresh little campaign. As reported on TechCrunch, this addition has boosted user video watch-time on Instagram by 80 percent.
Instagram as a platform continues to grow, too. From June 2016 to April 2017, Instagram boasted a 40 percent increase in new active monthly users. Who will win: the carefully curated Instagram grid or Instagram Stories? All we know is we’ll all be there watching.
Twitter launched 280 characters and now we can’t remember that 140 life. Our agency was in one of the first roll-outs of the update. For our clients, this update means we have a little more space to share what matters. Our copy team is enjoying the added space to flex a little muscle and spend less time editing messages down to 140 characters.
The platform is working on keeping users’ Instagram feeds delighting them; enter Instagram’s algorithm. The algorithm works by showing a user’s post to a small section of their audience, then measures how fast the audience responds, which will either boost or deflate the post in the newsfeed.
Love them or hate them, newsfeed algorithms make themselves relevant by attempting to keep social apps relevant to you. One quick hack to the algorithm is to post when you know followers are engaged.
Digital reputation is becoming more important than ever before. Before making a purchase decision, users are tapping and scrolling. In fact, 80 percent of consumers surveyed now trust digital reviews as much as a personal recommendation. We’ve spent a lot of our year boosting our client’s digital reputation by engaging with their audience and making them feel listened to. It’s not difficult for a brand to show they care; it just takes rolling up sleeves and making resources available to the negative reviewer and thanking a user for their positive review, then sharing it with the internal team who deserves that digital high five.
Now that 2017 is just one more holiday party away from coming to a close, we’re itching to get to 2018 and learn what’s new. What shifts in the industry did you utilize the most in 2017?