With the new year a mere few months away, by looking at emerging technologies and channels, communicators can and should get ahead of the curve. Here’s what you need to keep an eye on.
There will be more ad money spent on TikTok.
According to Fast Company, the average user spends about 45 minutes a day on TikTok, which is more time than users spend on Twitter. TikTok is likely to siphon incremental ad budgets off Facebook as momentum continues to swing in favor of the new network.
Facebook will continue to invest, but with a European focus, in long-form news shows.
The platform’s long-form, episodic content bid shows no sign of failure, leading to more programmatic marketing incentives for brands mid-rolling.
Inside Instagram Stories, we’ll see more advertising.
In recent months, the story ad rate has increased to the point that it detracts from the experience of the client. For example, by testing back-to-back stories advertisements from different brands, Instagram was experimenting with the ad volume in stories. That could piss users off.
Instagram’s inevitable decline in organic reach will continue.
Instagram, owned by Facebook, will follow its holding company’s course. Organic influence will continue to decline as marketers will have to continue paying more to join the market they have invested in developing. The latest data indicates a steady decline over time, which in the next 12 months will intensify.
Facebook groups are going to provide brands with a big opportunity.
Facebook has business problems as the growth of the audience is stagnating and young people are falling out of the network. Facebook needs to find a place in the lives of people, and the company believes it will be in the form of communities. Facebook is evolving the user experience to place groups and culture at the forefront of the site, providing opportunities for fast-acting companies in this area to build their own communities.
Twitter will continue to provide the most cost-effective way for companies to touch more people.
Despite changing since its inception, Twitter retains interest. A well-written, well-timed tweet is one way a brand can create viral magic without paying big media bucks, reaching millions. Because of the popularity of Twitter’s fast-food brands and other fun updates, we’ll see many companies trying their hand on Twitter humor. Headspace and creative energies should be spent on Twitter by more and more brands.
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