10 Social Media Marketing Trends That Are Shaping the Future

Staying updated with the latest trends on social media is getting harder by the day. A simple change in a social media platform’s algorithm can flip good marketing practices upside down, potentially leaving your strategy outdated overnight.

To stay competitive, you need to constantly update yourself on social media marketing trends and be ready to adapt. Here are the ten most important trends that will continue to shape social media.

In December, Facebook announced they would start devaluing engagement bait content. You know those posts that ask followers to “like if they have experienced this or that” or “share if they have a friend/cat/neighbor who…”? They won’t work anymore and might even get you penalized. Facebook is cracking down on low-quality content, and other platforms are expected to follow. Brands will now need to create meaningful and creative content that sparks real conversations.

Mark Zuckerberg didn’t give marketers much time before announcing changes to Facebook’s feed. Users will see more posts from friends and family and fewer from brands, further declining organic reach. This shift, along with a 30% rise in Facebook ad rates last quarter, means businesses will need to invest more in paid social media advertising. In 2017 alone, social media budgets increased by 60% from the previous year as organic reach fell to just 2% in some industries. Soon, advertising on Facebook might become a luxury rather than a necessity.

With reduced organic reach, businesses will need to rely more on paid ads to reach their audience, driving the rise of influencer marketing. Influencer marketing isn’t just about getting celebrities to endorse products anymore. Many marketers are now working with micro-influencers, who can deliver more personalized recommendations to targeted, smaller audiences. This shift is working since nearly half of consumers say they’re influenced by these endorsements before making a purchase.

Attention spans are getting shorter, making ephemeral content more valuable. Platforms like Instagram and Snapchat have capitalized on this with their Stories features. Despite being only a year old, Instagram Stories have already reached 300 million users and a 220% increase in annual ad spending, overshadowing Snapchat. This type of temporary content is here to stay.

Augmented reality is another big trend, with social media companies investing heavily in new features like face filters. These tools are already popular and are expected to become even more advanced. Face filters and temporary content go hand in hand, opening up a new realm for marketers to explore.

Video marketing is also growing, especially short and live videos. Live videos are becoming increasingly popular, and this trend shows no signs of slowing down as technology improves. Engagement rates for live content are notably higher, making this a promising area for future marketing efforts.

Generation Z, the first generation to grow up entirely online, is another crucial demographic. By 2020, they’ll make up 40% of all US consumers, bringing new marketing challenges. They find traditional ads disruptive and are much more likely to be influenced by social media than by discounts or sales. Brands that adjust their strategies to appeal to Gen Z will have a significant competitive edge.

The issues surrounding the 2016 presidential elections are just one example of the challenges social platforms face. Companies like Facebook and Twitter have been tackling misconduct and policy violations more seriously. Facebook, for instance, is investing in security teams to combat these issues more effectively.

Finally, messaging apps are set to play a bigger role in marketing, especially with the rise of advanced chatbots. These tools will change how organizations interact with and serve their customers, marking a new era in customer engagement.