10 trends that will guide social networks in 2017

 

Kantar Ibope Media lists the main trends in social media that should guide the strategies of companies, advertisers and agencies next year.

 
The year 2017 will be full of changes that will dictate the new reality of social media. Kantar Ibope Media, the Latin American division of the multinational, publishes the 10 trends in social media that should guide the strategies of companies, advertisers and agencies next year.
 
Check out the company's analysis of these changes below.
 
1. Snap and Facebook: far beyond social – Diversification as a key to success
 
Conquering a large base of social media users is no longer enough for companies that have emerged with a focus on this segment. Kantar Media details how Snapchat and Facebook are innovating in the search for new active users.
 
2. Surfing the wave of “Augmented Reality” – The peak of the web environment
 
Widely popularized by the Pokemon Go phenomenon, the so-called Virtual Reality is already attracting the attention of several players in the technology market — such as Google, Apple, Facebook, Snap, Twitter and Amazon — and media outlets such as The New York Times.
 
3. The content distribution revolution – The era of experiences
 
Content distribution used to be pretty simple. Media and brands published on their websites/blogs and shared this content on social networks. This process has evolved intensely and the proliferation of communication channels has required brands to develop specific content and customized approaches for each of them.
 
4. Chatbots have arrived… but they are not alone – Shining a light on the “social dark”
 
Since 2014, the movement of consumers towards the massive use of messaging apps has led brands to follow the same path. In 2016, customer service chatbots – applications that reproduce conversation codes to generate automated communication with users – emerged as another major trend to watch.
 
5. The growth of question and answer networks – Celebrities and influencers at your disposal
 
It started in China and is now spreading to other markets around the world, the mass adoption of Q&A services that allow you to send questions to celebrities and influencers. Kantar Media analyzes the launch of “Record” – an independent LinkedIn app.
 
6. Influencer programs: trendy bet or wise investment? – The trust economy is more than a trend
 
In a scenario where brand identity is no longer restricted to its own message, but rather a reflection of the collective experiences of its consumers and fans who follow the company, trust is an extremely important attribute. In this context, influencer marketing stands out. The modern language of trust is ingenious and, above all, fueled by great influences, ratings and reviews.
 
7. Social networks and TV: the couple of the future – Starting point for a new generation of viewers
 
Social media has always had a link to TV/video content. Now, the "Social TV" phenomenon marks the union of television and these media, through the millions of people who share their experiences with other viewers on social networks. Kantar Twitter TV Ratings monitors TV conversations on Twitter. In all markets where the service is available (UK, Spain, Philippines, Turkey and Brazil), we found that conversations outside the broadcast window have become larger than those happening during the broadcast. With audiences discussing programs outside of broadcast hours, video and TV continue to spread through social media.
 
8. Speak! – Virtual assistants want to anticipate your desires
 
In searches carried out on the internet, questions asked using voice resources doubled from 2014 to 2015. The tool is yet another evolution in web search engines, which today allow the personalization of results by geolocation and even a better understanding of the intention of users. users. The idea is that search tools actually provide answers to users' questions, and not just search results.
 
9. Social commerce: who will be the goose that lays the golden eggs? – Pinterest claims the throne
 
Even though social networks have launched resources and tools to facilitate the purchase of products and services from their channels, conversion is still complex and presents results below expectations. An exception appears to be Pinterest. Research by Kantar Millward Brown reported that 96% of the photo-sharing social network's visitors use the site to plan a purchase, and 87% have actually made a purchase after seeing something they liked. Therefore, Pinterest's ability to generate sales is an important differentiator of the platform.
 
10. Office War! – Tormenta for Slack and other players
 
The market for digital tools for communication within companies is still very fragmented. This is a sector that faces challenges such as the lack of compatibility between different resources and the resistance of some companies to adopting social tools because they consider that they would divert employees' attention. However, the growing presence of Millennials in the workforce tends to change this situation ─ many of them see social media as the best way to break down communication barriers, especially in large companies.