The ancient Greek philosopher Heraclitus of Ephesus may not have had today’s social media landscape in mind, but his words certainly apply: “The only constant is change.”
The year 2016 promises to be another year of constant change. Previously unknown social platforms, functionalities and technologies will continue to emerge, and these are the broad trends we believe social brands should anticipate.
It’s not what you have, it’s who you are
Having a good product is a good start, but it’s only a start. Brands with resonating stories and values to share will win not only consumers’ eyes and ears, but also their hearts and minds. Conveyance of a strong and embraceable culture will triumph over tired product postings pushing sales. Think about how you will identify with your fans and would-be fans on a more personal level, both online and in the real world.
Give them what they want
Periscope, Snapchat and Instagram rose to great popularity last year, and brands began to take note. The power of on-the-go, in-the-moment apps and the authentic look at brands they can provide are game-changing. Consider how you can draw your audience closer to your brand with instant updates, and embrace the fact that they don’t allow for the staging, planning and massaging of years past.
A picture is worth a thousand words
The visual apps above, along with the popularity of video content and Pinterest’s continuing content diversification support the old adage: images convey what words cannot (and often to greater effect). Up your investment in graphics and videos in 2016, and don’t neglect innovative forms, such as cinemagraphs, carousel ads, and stop-motion videos.
The new year is sure to bring change, and as they say, change is good. Here’s wishing you a very social new year!
-Jeanette Pham (@j_sosh) is chief operating officer at S¯osh in Milwaukee.