SHOULD B2B MARKETERS CHASE 2018 SOCIAL MEDIA TRENDS?

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2017 was a helluva year for social media.

  • Facebook dominated Snapchat with Instagram
  • Facebook also faced much criticism for the alleged influence of its platform on the US elections
  • Twitter is dying a slow death and in an effort to cardio-shock some life into its stock price, doubled its iconic 140 character limit
  • AI became an integral part of how brands communicate with its customers

2018 promises more of the same fast-paced change in the battle for your attention.

As social media users are becoming more aware of advertising and advanced tech goes mainstream, it’s only natural for marketers to look for ways to capitalize on emerging trends.

The question is…should they?

Well, it depends.

Smart marketers don’t just post on social media for the hell of it. Your online presence and activity must be tied to your business goals. You should strive for a straight line between social media and ROI.

If you Google “social media trends 2018” you’ll find a bunch of posts all pretty much saying the same thing. No one answers the questions:

  • Why should I care?
  • How will this help me?

Well, that’s what I’m going to try to do with this post. When you’re done reading, you will have a clear mental model you can use when deciding whether to use any marketing tactic, not just social media.

But first, let’s take a look at the social media trends everyone is predicting for 2018.

Video will be a Content Strategy Staple

In 2017, spending on social video advertising increased by 130% with no signs of slowing down. 43% of people want to see video content from marketers and 52% of marketers worldwide say video is the format with the best ROI.

With numbers like these, it’s a safe bet we’ll be seeing more video in brands’ social media strategy in 2018. Creating more relevant, high quality videos to establish a deeper connection with their target audience.

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