But before we look at 2018, it’s probably a good idea to take a minute to review your social media content marketing wins and losses of 2017—where, when, what and how your target audience consumed your content—what were the results?
Okay, now you know what worked, and what didn’t work, let’s focus on the trends for the year ahead.
1. Be Visual
Research shows that video will play a greater role in the content marketing mix in 2018. It may take time to plan, capture and edit video content, but your audience is more likely to engage with video than just text or images. In 2017 90% of all content shared on social media was video, but remember, to make this happen, you need to catch your audience's attention in the first 3 seconds.
More Ideas: 7 Ways to Create a Killer Marketing Video
2. Be Influential
People will want more authentic and credible sources of information prior to making purchasing decisions in 2018. For this reason, building audience relationships and partnering with a quality social media influencer could really boost your sales. In 2017 74% of people turned to their social media network for advice on purchasing decisions, and 40% of Instagram and Twitter users made a purchase based on the endorsement of a social media influencer.
More Ideas: The State of Influencer Marketing
Using video and influencers may seem like a solution to the lack of social media traction your business made in 2017, but it’s important that you don’t forget key marketing fundamentals.
1. Be Targeted
With an explosive amount of content being published across multiple platforms, you will need to be more targeted with the content you create, and where you publish it in 2018. This requires you to even better understand your target audience's social media habits. Take the time to identify, what content and which platforms have your target audience’s attention. Once you understand where the attention is, you can then better create targeted content that snatches your audience's attention from the competition.
2. Be Ready
In 2018 businesses with the highest and most effective consumption rate of social media content will be those businesses that conduct A/B testing (split-run testing) of the content they create, and the platforms they publish it on. Through A/B testing you will start to better identify/understand your audience's habits and this knowledge will then shape the content created and the distribution platforms used.
Finally, social media content marketing winners in 2018 will be those that grab and hold the audience’s attention in the first 3 seconds—it's that simple.
Scopic works with businesses to create content that grabs attention and builds engagement, contact us to find out more.