As we round out another year and move into 2019, it never ceases to amaze us how much social media marketing continues to evolve and change while remaining a thriving, results-driven marketing channel.
Over the course of last year, we’ve spent countless hours creating social media strategies being fully embedded in the various platforms from Instagram to Linkedin. This has required monitoring trends to implement the most successful tactics to drive social media results for our clients. So what does social media look like in 2019 and how can you make the most of your social media marketing?
After studying the landscape, here are 7 tips for leveraging social media for your company in 2019:
Storytelling: What has seemingly become a buzzword, storytelling remains the center of content marketing especially on social media. Relating to your audience through stories builds trust and connection, which over time, leads to a community of brand advocates.
Getting clear on your companies message is step one for creating a story-worthy social media strategy. Next, it’s important to have smaller, bite-size stories that support your overall message. It takes time to identify the right stores to tell but once you have a strong set of beginnings, middles, and ends providing value to your audience, your following will start to grow.
Intentional Social Media: Posting for the sake of post is so over. That’s why storytelling is our top tip as audiences across platforms are becoming more intentional about their time spent on social media. We’re seeing users and influencers alike taking “social media breaks” on the weekends by deleting apps altogether from their phones. What does this mean for your company’s social media strategy?
It means that your social media strategy needs to be as intentional as your followers. Posting to post just creates more noise. Your content strategy should instead focus on the quality of content driving a meaningful conversation rather than volume.
The opportunity lies in publishing content at the right time based on when your audience is most active. Tracking analytics is critical for understanding when your audience is most engaged. Another opportunity is that one piece of content can have a longer shelf-life by leveraging paid social media to stretch its visibility over a longer period of time based on your audience’s activity.
The Rise of Niche Community: Social media has been around long enough now that we each have our personal preferences for which platform we like the most. Despite Facebook’s year of murky news appearances, 81% of the digital population remains active on this platform.
When first social media first started, it was common for businesses to be on every platform. That is no longer the case. It is better to be committed to the one platform that your target audience is most active on rather than try and be everywhere for everyone.
We’re seeing a trend of audiences going to platforms for specific uses by the industry (hi Twitter) or relationships (hi Facebook) or to gain inspiration (hi Instagram). Additionally, the rise in popularity of Facebook groups has become important allowing users to connect to the people and the content they prefer rather than participating in endless scrolling.
Question to ask yourself: Where is our community most active and how can we create more space and resources to better support this community?
Converting Followers into Customers: In 2018 we saw people moving away from vanity metrics such as the number of followers or likes per post to focus instead on engagement such as comments and click-throughs to a website. It is of higher value to have a smaller engaged audience than a large unengaged audience. In 2019, we predict a shift in strategy that motivates followers to become active customers. This will require assigning a clear CTA (call-to-action) to posts, as well as, leveraging paid social media to supplement organic storytelling posts to ask your target audience to subscribe, purchase or inquire.
After all, social media is a long game marketing channel, and if you’ve been doing it for a while, its time to reap the results that show in your bottom line.
Customer Service: Social media is no longer just a marketing activity. More and more companies are moving their social media departments under customer care to handle inquiries and questions. This means that customer support and marketing need to work hand-in-hand to provide a customer service experience that stands out from competitors.
A satisfied customer can lead to a return customer who can become a brand advocate. Either way, a satisfied or disappointed customer are both using social media and let’s make sure they only have positive things to say about your company.
Influencer Marketing: With the rise of the “influencer,” more and more marketing dollars are being allocated to partnering with influencers producing an average ROI of $650 earned for every $1 spent. Influencer marketing remains a great way to align with your target audience through a trustworthy voice. However, the cost is rising and it will remain critical to align with the right influencer for your company. In 2019, we predict influencer marketing will continue to drive results but also bleed into in-person events in addition to posting online.
We’ve worked with a number of clients to secure influencers for their campaigns and enjoy the collaborative process. If you are an influencer interested in joining our community, please apply here.
Video Unedited: With the popularity of Instagram Stories (there are over 400 million posted per day), raw, unedited video will continue to dominate in 2019. The short-format and authentic videos are attracting audiences everywhere. That doesn’t mean that companies shouldn’t have a plan for creating Stories or live-streams, it just means less time in the editing room. When it comes to video, it’s important to remember that it is an opportunity to engage with your audience rather than preaching information about your brand.
Looking Beyond 2019: We’re looking ahead at how AI and VR will play a role in not only digital marketing but social media. Keep your eye on Facebook’s annual F8 conference to learn more about their product developments of both Instagram and Facebook.
As we look forward to 2019, we also wanted to take a look back at how far we have come in 2018. This was a big year for us in many regards and we thank you for being part of the journey!
Our 2018 Company Achievements:
We moved our HQ from San Francisco to Portland and continue to serve clients in 4 states and welcomed our first international company!
We wrote over 1,500 social media posts which generated well over 2 million impressions and contributed to over $200,000 in revenue for our clients.
We taught 2 workshops and presented at numerous organizations.
We donated countless hours worth $14,000+ in services to local organizations.
In 2019, we look forward to continuing the success for our clients and partners while continuing our pro-bono work, in addition to, expanding and sharing more of our knowledge in the social media and digital marketing space.
Thank you for all your support without it we wouldn’t be where we are and look forward to continuing to contribute to this community in 2019!