The world of social media changes quickly, with dozens of new platforms arriving each year and most marketers scrambling to stay on top of new features and innovations. If history is any indication, 2016 will be no different and will play host to a variety of new trends and changes in the social scene. Here are 5 social media marketing treads healthcare marketers should be on the lookout for this year:
- Live-Streaming: Some of the most talked about apps these days are live-streaming apps such as Periscope and Meerkat. Social media is already “in-the-moment” by nature, but some posts are more so than others. For example, take Periscope, which was recently acquired by Twitter—it allows users to give a live video broadcast of their lives. Compare that to simply taking a video and posting it later.
- Mobile Dominance: Until recently, content and web development strategy has primarily focused on the needs of the desktop user, leaving mobile as an afterthought. In 2015, there was a noticeable shift to a “mobile first” mindset. This shift was largely due in part to the sharp increase in the number of mobile app users and website visitors. This trend has been most noticeable with Jennings client, Reply Ob/Gyn & Fertility. Since starting their digital ad campaign this fall, over 62% of their website traffic has come through mobile. When discussing things like website updates and creative development our first question has become, “That looks great now, but how will this look on mobile?” And, just in case you need further proof, Google search volume on mobile finally exceeded desktop numbers in more than 10 nations, including the U.S.
- Social Networks Emerging as Search Engines: User behavior is gradually changing when it comes to searching for information on products and services. While using search engines to find information is still the most common behavior, many users now skip the search engine and perform their searches directly on social media. Consumers know that they are more likely to find visual content if they search on social media, and to them, this content is more trustworthy (and easier to scan) than text-heavy content.
- Influencer Marketing: According to PR Newser, nearly 25% of all branded search results is user-generated content. Though consumers love brands, they have been trained to be somewhat skeptical of them and the content/message they distribute. Content and messaging created by influencers isn’t yet held to the same level of scrutiny and is seen as more organic, even when it’s clear that it is a sponsored ad.
- Increased Efforts on Newer Social Media Sites: Until recently, Snapchat and Instagram have been regarded as mediums for users to communicate only with one another. Most marketing directors didn’t see either platform as a viable place for their content marketing efforts, especially when it has been so lucrative to focus on more established platforms such as YouTube and Facebook. Many marketers are anticipating this to change in 2016. Instagram now provides advertising opportunities to a wider circle of brands, and the Snapchat Story has proved to be a great branding tool.
Let me know what you think! Do you agree with my predictions? Are there any I overlooked?