According to Pew Research, “On a total population basis (accounting for Americans who do not use the internet at all), that means that 68% of all U.S. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter.”
Why is this important?
In 2016, people have made a clear transition to social media for various reasons (networking, reviews, shopping, etc.). Furthermore, there is an increasing amount of time spent on these sites which your business can take advantage of. In doing so, one must have the right strategy to catch the eyes of your potential customers. In a report put out by Nielsen, “Users often leave Web pages in 10-20 seconds, but pages with a clear value proposition can hold people's attention for much longer because visit-durations follow a negative Weibull distribution.”
What kind of content do you need to keep your users engaged on your online platforms? Here are three of the leading social media trends entering 2017:
- Live Video- With more social networks and apps moving toward higher authenticity and transparency, live video is a step toward the future. Facebook, Youtube and Instagram have all began featuring live video on their platforms this year. This will be a great resource for any upcoming events, campaigns and promotions for your business to utilize in 2017.
- Instant Customer Service- Many online websites are beginning to pay more attention to their customer service. In 2017, users will expect your business to answer their inquiries almost immediately. In an online publication by Search Engine Watch, “…more than 70 percent of users expect to hear back from the brand they’re interacting with on Twitter, and 53 percent want a response within the hour.” Eventually, calling customer service representatives will be outdated with more brands moving their efforts toward social media to respond to customers.
- Employee Social Advocacy- We are seeing more and more employees connecting with their companies online. As business owners, it will be important to encourage your employees to be online ambassadors. If your employees are saying positive things about your brand organically, it can increase your reputation and engage others in following your business online. According to Altimetergroup, “Interest in employee advocacy has grown 191% since 2013, with 45% of respondents naming it a top external objective.”