As social media platforms expand almost daily, navigating the various channels can feel like falling down a rabbit hole. Each turn in the social media Wonderland can inspire a new question: Which metrics are significant? How do I increase quantity (audience size) without sacrificing quality content?
Here are a few things to keep in mind as more social media options roll out:
The Cheshire Cat: Video
Being able to mentally transport yourself across the globe is a trend on the upswing this year. Snapchat saw major success with its disappearing content, so much so that Instagram debuted a similar 24-hour livestream feature during major holidays. It’s no secret video content has the best return on investment (ROI). The end of 2015 brought even more new twists on traditional video content: Facebook introduced 360-degree videos that give users the ability to watch from different angles and Instagram released a GIF-like app that combines photos into one-second videos that play forward and backward in a loop. You can be sure this trend will continue in 2016 as these platforms keep developing their new software.
The Queen of Hearts: Likes
Likes rule the heart of content (literally – Twitter even replaced its “favorites” stars with hearts to drive this point home). Understanding metrics (i.e., which “likes” matter) is more important than ever before. For example, Facebook page likes are different from post likes. This may sound basic but it’s still a point of confusion for some people. The former tells you how many people want updates from your brand, while the latter tells you which updates resonate the most with your audience. Many social media platforms have insights that you should research and take advantage of as changes are made throughout the year.
The “Eat Me” Cookie: Content
Chocolate chip or oatmeal raisin? Deciding whether to focus on quantity or quality is a dilemma that most content creators face. How will a post positively or negatively affect my audience? In 2015, we saw posts that were sure to draw attention, whether by using the latest catch phrases or making pop culture references. Viral posts do increase reach, but what does your message say to your audience? Focusing on what your audience wants to read can help build a strong brand reputation and appeal to people who are more likely to be interested in purchasing your product or service.
The White Rabbit: Customer Service
Chasing dissatisfied customers on social media can be taxing. In 2015, both Twitter and Facebook made significant changes in order to regulate the interactions between consumers and companies. Findings from a Forbes study revealed just how slowly retailers respond, including the lack of replies in many cases. High-quality customer service should be at the top of your priority list this year. Your company can stand out from the crowd by quickly and efficiently addressing the needs of customers.
Factor these trends into your 2016 social strategy to optimize your results and realize meaningful growth on your channels.
What social media trends are you watching? Tell me below.