Our Top 9 Social Media Engagement Predictions for 2017
Social media engagement trends change so quickly if you’re just trying to keep up you’re already behind!
If you want to be a social media maven, you’ve got to do more than just copy what the trendsetters are doing. You’ve got to anticipate what trends are on the horizon.
This is because the social media landscape is competitive. The average engagement for a Facebook post is only between 0.5 and 0.99%.
If you want to get more attention for your posts, you’re going to have to stay on the cutting edge.
So what will 2017 look like when it comes to social media engagement? Read on to find what experts think the upcoming year will have in store.
1. Forward-Thinking Marketers Will Get Snapping
Snapchat is only getting more popular. Marketers are taking notice.
In 2017, more marketers will begin using Snapchat as a new platform for social media engagement with their customers.
The ones who stand apart from the crowd will be those who can use the app in engaging, creative ways that really tell a story to their viewers.
2. A Crowded Content Environment Means Social Media Engagement Must Be Valuable
There are so many content producers on social media that it can be hard to get your message heard through all of the clutter. This problem is made worse by bots and content amalgamators.
This is why social media sites such as Facebook have been developing algorithms to cut through this clutter. They will streamline the social media experience for users.
If you’re putting out great content, this will be good news for you. Plus, the more engagement you get, the more likely your content will be pulled above the rest of the rabble.
3. Users Will Expect A Full Experience
Part of making your content stand out and earning more social media engagement will be creating a full user experience.
You will have to provide useful, valuable content that will make users actively want to go to your page.
One increasingly popular way that brands are experimenting with this is by humanizing themselves. Showing a bit of personality on social media humanizes your brand.
This can be done by publishing interesting photos or statuses that aren’t specifically advertising, or responding to users with less formal language. Just be careful not to stray too far and look unprofessional!
4. Communities Will Get More Niche
Users will begin to seek out more and more content that is specialized to their interests.
This means finding and filling a very specific niche could become a valuable strategy for social media engagement. If you appeal to specific interests instead of trying to make everyone happy, you can build a loyal, engaged following.
5. Experimental Media Will Drive Social Media Engagement
There is something to be said for the power of novelty. New technologies will drive engagement, partially just because they are new and interesting.
Some of the hottest tech trends to drive social media engagement have been on the horizon for a while now and are just becoming useful.
The frontrunners? Virtual reality, augmented reality, and 360-degree video and images.
People will be willing to engage with and share your content if you make good use of one of these new tech trends. They’ve got high potential to go viral.
The downside of these new forms of media is that not everyone will be able to view them, especially virtual reality. Still, the potential shareability will more than make up for any audience reduction.
6. Businesses Will Go On Platform Diets
One of the past trends in social media engagement has been to try to be on every new platform. The theory was that you would be able to engage with users no matter what sites they were on. This way, you could always have your messaging at the top of their minds.
However, with so many different platforms available, many marketers are realizing that it is just not possible to build a strong presence on so many platforms at once. It takes far too much time, effort, and budget and often leads to sub-par results.
Instead, in 2017 marketers will begin to reduce the number of platforms that they are engaging with users on. They will focus in on building social media engagement on the platforms that are most important to them.
7. Employee Advocacy Will Continue to Grow
Are your employees active brand representatives? If not, they should be!
Having employees use social media on behalf of their employer is becoming more and more popular because it is so useful. In fact, the number of brands tapping into their employees’ social networks has grown 191% since 2015.
When your employees use social media on behalf of your brand, you can often get even more valuable engagement. This is because other users already trust their friend’s (your employee’s) opinions. So when they’re saying positive things about your brand, their networks will listen up.
8. Users Will Expect Faster Engagement
Did you know that 65% of Twitter users expect a brand to respond to them in two hours or less?
Those are some seriously high expectations, and they will likely only become more extreme in 2017.
This means that if you want to build your social media success, you will need to actively engage with your user base.
The upside is that if you meet these expectations, you will be more likely to build a strong, loyal following.
9. Mobile First Will Keep Growing in Importance
It may sound like old news at this point, but even after years of stressing the growing importance of mobile it is worth saying again.
People are using their smartphones more and more as their main tools for engaging with social media. If you’re not producing content to display well on mobile, people will find someone who is.
So make sure you’re always aiming for mobile first if you want to keep your followers engaged in 2017.
Keeping Your Content Trending
So, now you know what the social media landscape will look like in 2017, you can make sure to stay one step ahead of the competition.
If you want a bit of help building your engagement rates and making sure you stay at the forefront, reach out to us.