Social Media Marketing in 2017
A notable social media trend in 2016 was the rise of video marketing and it is projected to increase significantly in 2017. In fact, 70% of marketers plan to use social video advertising in 2017 and 65% of marketers will focus on Facebook video advertising in 2017 followed by YouTube at 39% and Instagram at 21.7% according to Animoto. Brands are encouraged to keep videos short (up to 30 seconds), focus on simple messages and realize that videos will often automatically play with the volume off so adapt the video messaging so that it can be effective without volume. Social networks are also beginning to serve as specialized search engines and are often preferred over general search engines like Google and Bing. In fact, among 16-24 year olds, social media is now only 6% behind search engines as the preferred engine to discover brands. Social media driven commerce is also on the rise as marketers are continuing to find savvy ways to drive traffic and sell products online.