Key trends in social media for 2015

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Well isn’t this lovely?

Just over a year ago now, Marshall Manson and I smashed our heads together for several hours and came up with a fairly lovely document covering off our trend predictions for the year ahead.

Such was the warmth of the collective feedback of said presentation, we’ve done it again this year. Hurrah and hurrah again.

The document outlines a brief review of those ideas as well as a more in-depth look at the thoughts, trends and predictions for next year. However, if you’re a big cheat and don’t want to read the presentation (seriously, what kind of monster are you?) here are the cliff notes:

Trend predictions for 2014: Review
Marshall and I scored four for four with, ‘Disposable Content’,Brand Banter’, ‘Facebook as a Paid Media Channel’, and a little thing called ‘Sub-dividing Communities’. Each and every one of them came true and, well, we’re pretty chuffed about that (the proof is in the deck below).

So without further ado, let’s move on to our Trend predictions for 2015:

Trend 1. Twitter Zero
Algorithmic content serving is coming very soon and, when it hits, and very much like Facebook before it, brands will need to understand not only what paid products are available but also how to use them.

Trend 2. The Video Battle Royale
‘Video’ was one of my ‘things that are not trends for 2015‘ however the BIG BATTLE FOR VIDEO AD DOMINANCE is 100% going to be a thing next year. With Facebook and Twitter both going all in on video-based ad products, we’re also predicting that Instagram’s existing ad products will also soon include video. Did you know Facebook outdid YouTube, on the video front, in 2014? We don’t think Google will let that lie… do you?

Trend 3. Teens & Anonymous Platforms
Less of a trend prediction more a piece of social / anthropological commentary, this section is about there now being a generation of teens who have grown up not knowing a world without an Internet. So what does ‘youth Internet’ look like? And why?

Check it out, you’ll see.

The presentation is embedded below.

And hey, tell us what you think on Twitter (@whatleydude or @marshallmanson) – we’d love to get your feedback!

2015 Trends from Social@Ogilvy

 

3 Social Media Trends for 2014

 

‘Content marketing’ is the buzz term of 2013 and as a result, every brand (and their corresponding agencies) is on the hook to constantly create content. The desire to continually satiate the online hunger for more, more, more means that the content created in turn becomes smaller, faster and, unsurprisingly, quicker to consume.

Here are three trends we see will play out during 2014:

Trend 1: Disposable Content

With the rise of Snapchat as a platform, disposable content will be prevalent in 2014 as more and more content will be put on display by brands. There are two ways to look at disposable content: One through disappearing content on Snapchat and the other through deleted content posted by brands that ends up getting picked up by the Buzzfeeds and the Reddits of the world.

Examples:

More brands will be looking to find ways to utilize Snapchat and tap into the teen market like Taco Bell did when announcing their new Beefy Crunch Burrito

On the other side of the spectrum, there will inevitably be more social mistakes where brands will pull down content but not before the internet has captured a screenshot like what happened with Charmin.

Implications:

The marketing strategy goes by many names. From agile to reactive, from responsive to real-time – but the preparation and commitment required to make throwaway content such a success remains the same.

Here are three tips to help you in this process:

1. Be prepared and have you approval process sorted
2. Hire A+ talent to make great content that’s worth missing.
3. Speed is of the essence so be quick, be nimble and be agile.

 

Trend 2: Brand Banter

When social media arrived, industry commentators heralded a new era of 2-way conversation between brands and consumers. What they didn’t bank on was the same 2-way conversation being opened up between brands.

We’ve been talking about brands ‘Being Human’ in social for the best part of seven years, but finally some of them are getting the hint.

Example: 

AT&T and T-Mobile  began a Twitter feud over the attention of a potential customer when John Leger, CEO of T-Mobile stepped in and promptly ended any further discussion between the two brands.

Tmobile

 

Implications:

Being a fun brand on Twitter will always endear you to your followers, just keep in mind that your customers will need you from time to time too.

Before engaging in brand banter, make sure to ask yourself these three questions:

1. Is my voice authentic?
2. Am I within my brand guidelines?
3. Am I being stupid right now?

 

Trend 3: Subdividing Social Communities

As global brands have pushed harder to engage with brand fans, communities have grown into the millions. But many are using this as an opportunity to reach mass audiences with one-too-many messages.

Connecting with smaller groups within communities for more substantive, relevant dialogue is difficult and often inefficient.

Facebook’s Custom Audiences tool provides improved targeting where paid content will appear in users’ newsfeeds. More data about community members is available from the API as well. The result is the improved ability to target relevant content more effectively at smaller community segments.

Implications:

Four principles will drive success in talking to smaller segments of your community to improve content effectiveness and lead to higher engagement.

1. Target members with themed content consistent with the content that caused them to join or that they have engaged with recently.
2. Get a conversation going among a small group within the community around their focused interest.
3. Leaders in each interest area are potentially powerful advocates, both within and beyond the community.
4. Watch their interactions with other brand content to identify adjacent interests, then work to fuel their interest in those topics.

 

Click below to read the full deck on Slideshare:

Trends Deck