Yahoo News How brands can get the most out of social media in 2017
Experts offer their thoughts on what to expect from Instagram, Snapchat, Facebook and Twitter this year, and explain how businesses can get the most out of these networks.
Callum McCahon, senior strategist, Born Social
“Instagram has traditionally been seen as the ‘beautiful’ platform, where brands have been able to define their unique aesthetic. Then last year it released Stories: short, immersive, chronological bursts of content that can only be viewed for 24 hours.
“Stories allow brands to have a bit of fun and dip their toes into what we like to call ‘ugly social’. They now have the option to stray from their strict aesthetic and engage with audiences, even if it doesn’t look beautiful. The approach isn’t going to work for everyone, but stories are the perfect tool for brave challenger brands with interesting stories to tell.
“Instagram is also giving brands the chance to bring discovery and purchase closer together, with the launch of features such as shoppable tags and links in stories. For those who learn how to master this quickly, the return on investment of social media could become a lot clearer in 2017.”
Snapchat
Charlie Cottrell, head of editorial, We Are Social
“If you want to master Snapchat, use content that’s worth talking about. Get familiar with the platform and how other personalities and brands are using it. Fashion, food and sports brands are now regular publishers on the platform, so it’s worth seeing what content they’re sharing.
“Consider creating your own Snapchat geofilter – a lens that people can only access within a certain geographical area. If you’re planning a party, conference or gig, or even launching a new product, you can encourage guests to spread the word on their own channels by using a custom-made lens created by you.
“Finally, if you want to give a first-person point of view, consider investing in a pair of Snapchat Spectacles – glasses with an embedded camera that allow users to share content directly to their Snapchat accounts.
“L’Oreal Paris broadcast using Snapchat Spectacles live from the Golden Globes this year, giving users a unique behind-the-scenes look at the stars and positioning the brand at the heart of the action.”
Dominic McGregor, chief operations officer, Social Chain
“In 2016 the key trend for Facebook was video. On any given day, the platform generated approximately eight billion video views and in the tail-end of the year, it launched its Live video-streaming service.
“When it comes to the success of Live, the proof is the pudding – people spent on average three times longer watching a live video, compared to one that was pre-recorded.
“Facebook’s recent ‘How to go live’ ad push shows that that the brand is actively encouraging users to start producing their own live videos – a clear indication as to where the platform is heading in 2017.
“My top tips? Be bold and unafraid to experiment. Live streaming is still very much in its infancy, meaning its capabilities are still being discovered, so get stuck in and be creative. Looking at the types of content that your target audience is already engaging with online will be a good indication of what’s likely to work in the live arena.
“Ask yourself: what would I like to see live?”
Jack Cooper, digital marketing manager, Strawberrysoup
“Twitter chief executive Jack Dorsey recently tweeted asking users for input regarding what features they want to see in 2017. Popular responses included combatting abuse on the platform, more reliable reporting metrics, and better support for developers.
“The company got straight to work on quashing abuse, so expect more changes to follow, but it needs to innovate faster to keep up with the likes of Facebook and Instagram. The introduction of 360-degree live video is a promising start for businesses.
“Due to the algorithmic changes that impact who sees your Twitter activity – and subsequent drops in engagement – be prepared to create and share more video.”
