Innova Communications | New Year, New Social Trends
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New Year, New Social Trends

03 Jan New Year, New Social Trends

Back at it for 2016! Like we do at the start of every new working year, it’s time to break down (and through) all the noise and provide you with what we think are some of the important things you need to know for social media marketing in 2016. We’ll get right into it:

  1. Social media searches are becoming more powerful. Pinterest announced a visual search feature, where users can actually click within an image to open a new search. For example, if you’re looking at a picture of a living room and want to see more lamps like the one featured in the picture, you can click the lamp, and you’ll be directed to search results for products like that one. How cool is that?
  2. Live social broadcasts are a BIG thing! You’ve probably started seeing people using Periscope and most recently you may have been getting alerts from Facebook telling you someone is “live”. With Facebook’s new Facebook Live Broadcasts this is definitely a strategy to explore for 2016. We firmly believe that like any good content, people are more likely to trust a brand that can show exactly what’s happening as it’s happening and make that emotional connection that brands seek.

    If you’re not ready to explore live broadcasts, videos are still critical to your social strategy. We’ve said this hundreds of times – but  it’s worth repeating that video is a can’t miss-trend for social marketing. Consider that:

    • Videos average 62% more engagement than photos
    • Video shares increased 43% at the start of this year
    • Facebook just announced it sees an average of eight billion views a day from 500 million people.

    If you’re not producing short, compelling videos for social, what are you waiting for?

  3. Inbound messages for social customer service are going up. Sprout Social reports that across industries, brands have received 32% more inbound messages this year than last. The problem is that brands still haven’t figured out a game plan for answering – as 82% of messages that brands receive go without response. Have room and resource for some 1:1 engagement in your social plan to stay ahead.
  4. Increasing mobile & e commerce via social media platforms. With all the major social media players (Twitter, Pinterest, Facebook) putting Buy buttons onto their channels, it is safe to say that others such as Instagram, etc. will soon follow suit. This will make it much easier to buy products directly through social media channels. Furthermore, in-app innovation which is prioritizing online shopping will be the top of the tree for all those technologically minded shoppers. Watch out for this throughout 2016.


    Most importantly, don’t get bogged down or suffer from paralysis by analyis. While it’s important to keep on top of trends, don’t worry about them so much. Instead, focus on providing good, engaging content to YOUR audience and make connections. Remember: Keep social. People want to see, watch and hear from real life people. The rest will take care of iteself.

Amy Chilla

Amy Chilla is an interactive marketing and public relations professional. Since 1999, she has been a partner at Innova Communications, a boutique public relations, social media, and marketing firm based in Southern CA. Current industry specialties include: luxury consumer goods, translation/localization, and sports business/sporting goods, apps and financial services.

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