Every year we invite a group of big names from social media, PR, and digital marketing to predict the social media trends for the new year. The trends may seem fanciful, worrying, even scary – but invariably – our experts are spot-on.
This year, we’ve seen Facebook nudge Snapchat users towards Instagram. We looked on horrified as Twitter became the megaphone of a certain world leader. Collins Dictionary voted ‘fake news’ the Word of the Year, and social messaging apps hit the ground running.
What did our experts predict for 2018?
Here’s our panel of experts:
- Michael Stelzner | Social Media Examiner
- Harry Hugo | The Goat Agency and FreshPressUK
- Gini Dietrich | Arment Dietrich and Spin Sucks
- Matt Navarra | The Next Web
- Ian Cleary | RazorSocial and Outreachplus
- Sarah Hall | #FutureProof and CIPR
- Sam Hurley | Optim-eyez
- Dave Chaffey | Smart Insights
- Adel de Meyer | New Media Specialist
- Stephen Waddington | Ketchum
- Joanne Sweeney-Burke | Digital Training Institute
- Andrew and Pete | Creating content marketing duo
- Lilach Bullock | #1 influencer in UK, crowned social influencer of Europe
- Neal Schaffer | CEO Maximize Your Social, PDCA Social
- Daniel Knowlton | KPS Digital Marketing Agency
The Social Media Trends
I’m going to give you a taster, check out the full list here: 10 Social Media Trends That Will Shape 2018.
“Facebook becomes a MAJOR player in video. Facebook will become a major competitor to YouTube. In 2017, Facebook kicked off the Facebook Watch rollout for select creators (their TV-like option within Facebook). In 2018, we’ll see that program expand to all people and pages on Facebook.”
“We’ll also likely see Facebook roll out new features for video creators that’ll make it far easier to get exposure and be discovered. This could include preferential Facebook News Feed exposure for original native video, generous revenue share deals, and the eventual roll out of a dedicated video app. We also might see Facebook negotiate traditional television deals or even start its own cable television network. If you’re a video creator, watch this space closely!” @Mike_Stelzner
Organic Reach – A Slow & Painful Death
“In 2018, we’re going to see the erosion of organic reach for Facebook Pages continue. However, brands and publishers will finally come to the long-overdue realisation that their best course of action is content optimisation supported by a smart paid social strategy. This shift for Page admins has been a long time coming and painful for some, but recent ‘tests’ by Facebook have given Page admins the jolt they needed to take action vs. burying their head in the sand.” @mattnavarra
Chatbots Join The Military
“Conversational commerce is still relatively primal — yet with the constant advancements in Artificial Intelligence (AI), 2018 is set to be a year of greater uptake. Chatbots will be launched by many brands, large and small.”
“It’s becoming easier to build and deploy out-of-the-box Chatbot solutions, primarily across Facebook Messenger. I believe this technology will rapidly develop to be widespread in all other key social platforms, as automated (yet intelligent) chat becomes a staple in business efficiency and engagement.”
“Remember: Chatbots aren’t just for ecommerce purposes. Next year, more B2B brands will follow the trend to maximize their operational effectiveness. Chatbots are the missing link between scalable social, lead nurturing and sales.” @Sam___Hurley
Employees Earning Their Wages
“Any executive serious about leading a modern organisation will invest in their social media footprint in 2018. 10 years ago executive profiling meant targeting features in the broadsheet and trade media. Today’s modern executive is more likely to seek support in optimising their social networks and content. The catalyst for this shift has been the growth of LinkedIn, as both a professional network and content publishing platform. My tip would be to use the media that your stakeholders follow, and align your content with their interests.” @wadds
“A successful news-jacking campaign can produce enormous results in terms of increased website traffic and brand positioning. But social monitoring is required to ensure you have your index finger on the pulse of what’s making news and what’s captivating the interest of the Internet nation. Choose your news-jacking opportunities wisely and always ask yourself, ‘is it right for my brand to step into this conversation and right now?’ You don’t want to damage your brand with a misjudged news-jacking that backfires!” @tweetsbyJSB
If you’re interested in discovering what else to expect to see next year, scoot on over to the Talkwalker blog: 10 Social Media Trends That Will Shape 2018.
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