Ringing in 2018 by Embracing a Culture of Immediacy
Before 2017 and its database of endeavors is completely filed away and we embrace what 2018 has to offer, we feel it is important to review last year and use it as a definitive source of how to jockey our strategies into the future.
360i recently wrote a blog that recapped the 2017 social media year, analyzing the major movements that shaped marketer’s social efforts. Unsurprisingly, video and story continued to dominate the trend board. However, social also wrestled with multiple issues, like brand safety and fake news.
“Throughout 2017’s disruptions and advancements, one thing has held true: social consumption behaviors are continually evolving, driven by platforms that continue to roll out new features, functions and formats that help brands stand out within a cluttered playing field,” 360i states.
360i’s takeaways from 2017 can be manifested into three major points.
The backbone of every social channel has always been the feed. However, during 2017, social pushed beyond the interface to focus on content-driven experiences and highly curated, original content. As a result, tools like in-stream placement and original programming became more valuable, “stories” use skyrocketed, becoming a hotspot for ads, and messenger transformed into a centralized system for communication. According to 360i, messenger boasted an 80-90% open rate while traditional email landed at 17-28%. Thus, for 2018, we need to move beyond the traditional idea of the feed, and instead experiment with new functions, formats and placements.
Although 2017 had some very impressive performances, there were a few glitches along the way. “From the measurement snafus, brand safety concerns and fake news spread by Russia during the elections, public scrutiny around Facebook peaked in 2017,” the 36i article conveyed. To address these controversies, Facebook reconstructed ad information to be more transparent (publicizing total amount spent, number of impressions delivered and demographic info) and allowed advertisers more brand placement control. The platform also update their ROI measurement tools to give access to cross channel analytic comparisons. In 2018, marketers should focus on taking advantage of these new transparency and measurement updates.
Because of the rise of messenger apps and personal communication, people now expect tailored experiences. Now, more than ever, it is vital for marketers to understand the DNA of their consumers - who they identify with, where they spend their time and what type of experiences they seek - to cater to those desired experiences, 360i said. As we roll into 2018, more and more social platforms are expected to modify their fabric to supplement those needs, demote engagement bait, prioritize connections and speak with consumers, not at them.
Overall, the aggregate of 2017 boils down to consumer experience and relegating passive brand messaging. This year, brands will be challenged to align their brand message/product with worthwhile situations and conversations. “As talk value and consumer creation continues to be a focus for all platforms, community will see a rise in prominence, putting pressure on brands to provide quick, personalized responses in today’s culture of immediacy.”
360i recently wrote a blog that recapped the 2017 social media year, analyzing the major movements that shaped marketer’s social efforts. Unsurprisingly, video and story continued to dominate the trend board. However, social also wrestled with multiple issues, like brand safety and fake news.
“Throughout 2017’s disruptions and advancements, one thing has held true: social consumption behaviors are continually evolving, driven by platforms that continue to roll out new features, functions and formats that help brands stand out within a cluttered playing field,” 360i states.
360i’s takeaways from 2017 can be manifested into three major points.
- Moving Beyond the Feed
- Focus on Accountability and Transparency
- Call for Community
The backbone of every social channel has always been the feed. However, during 2017, social pushed beyond the interface to focus on content-driven experiences and highly curated, original content. As a result, tools like in-stream placement and original programming became more valuable, “stories” use skyrocketed, becoming a hotspot for ads, and messenger transformed into a centralized system for communication. According to 360i, messenger boasted an 80-90% open rate while traditional email landed at 17-28%. Thus, for 2018, we need to move beyond the traditional idea of the feed, and instead experiment with new functions, formats and placements.
Although 2017 had some very impressive performances, there were a few glitches along the way. “From the measurement snafus, brand safety concerns and fake news spread by Russia during the elections, public scrutiny around Facebook peaked in 2017,” the 36i article conveyed. To address these controversies, Facebook reconstructed ad information to be more transparent (publicizing total amount spent, number of impressions delivered and demographic info) and allowed advertisers more brand placement control. The platform also update their ROI measurement tools to give access to cross channel analytic comparisons. In 2018, marketers should focus on taking advantage of these new transparency and measurement updates.
Because of the rise of messenger apps and personal communication, people now expect tailored experiences. Now, more than ever, it is vital for marketers to understand the DNA of their consumers - who they identify with, where they spend their time and what type of experiences they seek - to cater to those desired experiences, 360i said. As we roll into 2018, more and more social platforms are expected to modify their fabric to supplement those needs, demote engagement bait, prioritize connections and speak with consumers, not at them.
Overall, the aggregate of 2017 boils down to consumer experience and relegating passive brand messaging. This year, brands will be challenged to align their brand message/product with worthwhile situations and conversations. “As talk value and consumer creation continues to be a focus for all platforms, community will see a rise in prominence, putting pressure on brands to provide quick, personalized responses in today’s culture of immediacy.”
