What’s Next? Social Media Strategies to Reach Out to the Next Generation of Consumers

What will augment or supplant the universe of Social Media we are familiar with today? What will be the next-gen social sharing sites? What will present-day Facebook fans “like” in the future?

The day will come when Facebook, Twitter, Snapchat, Instagram, and the current collection of Social Media platforms will be regarded as yesterday’s news…as the archaic ways people communicated and shared experiences “back in the day.”  What will augment or supplant the universe of Social Media we are familiar with today? What will be the next-gen social sharing sites? What will one-time Facebook fans “like” in the future?

According to some trend-watching experts (sources 1, 2, 3) whose perspectives inform our stretch to divine the convergence of consumer trends and new technologies, the future of Social Media will encompass:

  • Ever increasing usage of visual information – infographics, memes, symbols, and GIFs – as predominantly text forms of communication fall from favor
  • The widespread adoption of live streaming, the foundation of which is occurring now with the advent of Facebook Live
  • The evolution of predictive marketing, using data mining and artificial intelligence to push consumers up the buying and brand engagement curve
  • The ongoing tension represented by the public/private nature of sharing information for the world to see

Visual information

A picture is said to be worth a thousand words, and that may never be truer than when promoting brands in the future digital market-place.  The ubiquity of smartphones that feature excellent photo and video-taking capabilities – coupled with faster digital data transmission speeds – has helped transform many Social Media sites into visual galleries. Users of these sites can see what is going on in their world before they read about it.  According to Kissmetrics, Facebook posts with photos generated 53% more likes, 84% more link clicks, and 104% more comments than updates that consisted of text only. A study by Socialbakers found that three-quarters of all Facebook posts published by brands contained photos. GIFs have become such a critical element of Twitter’s culture that the platform added a GIF button for ease of use.

Marketers are monitoring how their brands are being portrayed through user-generated images; computer vision and artificial intelligence help companies navigate this visual information explosion. The volume of visual content is constantly increasing, and is changing faster as users demand more tools to create and share pictures, videos, and their digital offspring.  According to Buffer’s “State of Social Media 2016 Report,” 83% of marketers said they would create more video content if time and resources were available. Forty-two percent of marketers chose live video as their preferred option, behind blog posts (57%).

Live Streaming

Facebook’s launch of live streaming video will push the format into the mainstream and normalize its use, spurring growth of the format across multiple channels.  Individuals will use the platform to share their experiences, and brands will use live streaming to provide “exclusive” access to events and personalities.  Blab is an emerging live streaming service that makes live, public video chats with up to four people easy to do.

Predictive Marketing

To date, marketers have traditionally tried to serve offers to people who have taken an action, like visiting a website.  In the future, brands using artificial intelligence based on mountains of data will be able to discern what decision-making stage the buyer is in, predict the next stage they are willing to go to, and promote ads that will push them to the next stage of the buying cycle.  Social media especially lends itself to application of “predictive marketing” tools.

Immersive Experiences

“Immersion” enables users to integrate social media more deeply into their daily lives. The explosion of mobile devices, apps that encourage “checking in,” geographic tags, and the development of virtual reality technology all promote immersive experiences. New and more seamless ways of interacting with consumers will continue to blur the line between social media and the “real world.”

Niche Providers

We’ll see more niche platforms gain popularity (this year saw the rise of Snapchat and Periscope) and the field of mainstream social media platforms will widen even further. Businesses will experiment with niche platforms like WhatsApp, YikYak and Kik, especially if they hope to reach the under-30 market.  Users are choosing their platforms based on what is interesting to them (for example, photographers prefer VSCO to Instagram). Brands will follow suit, choosing where to place their efforts based on where their target customer spends her time on social media, rather than trying to have a presence on every platform.

Uniqueness

The next-gen social platforms can’t just replicate the success formula of others.  The world of Social Media confers competitive advantage to size, number of members.  The big get bigger and the second tier go out of business.  Who uses Myspace anymore?  A new entry must deliver something distinctly new and different and better for it to have any chance of commercial success.  And the established business models need to continually improve.   Facebook is continually improving and growing its base and reinforcing its dominance.  Alternatively, Twitter, a company that seemed unstoppable a few years ago, appears to be on a negative trend because it doesn’t offer anything that other platforms don’t offer as well.

Public/Private

Carter says the social media platforms of the future will have to walk the precariously fine line between public information sharing and the need for user privacy. This has been an issue since the advent of social media, but it has become increasingly problematic for users who do not want to expose private information to individuals and organizations with bad intentions.  Tomorrow’s social media platforms will have to find a new way to marry these two ideas together in a way that keeps users happy.

Sources
[1] http://www.marketingtechnews.net/news/2016/jun/23/why-next-generation-social-media-visual/ 
[2] http://www.business2community.com/brandviews/buffer/future-social-media-prepare-state-social-media-2016-report-01705173#YAqGMrZxJfUJVLih.99
[3] https://bitly.com/blog/the-top-20-social-media-trends-in-2016-according/

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Synopsis

Français
Et après ? Stratégies des réseaux sociaux pour atteindre la prochaine génération de consommateurs Le jour viendra où Facebook, Twitter, Snapchat, Instagram et la collection actuelle de plateformes de réseaux sociaux sera considérée comme obsolète… comme les moyens archaïques avec lesquels les gens communiquaient et partagaient les expériences « autrefois ». Qu’est-ce qui va augmenter ou supplanter l’univers des réseaux sociaux tel que nous les connaissons aujourd’hui ? Quels seront les sites de partages sociaux nouvelle génération ? Qu’est-ce que les fans Facebook « aimeront » dans le futur ? L’utilisation accrue de l’information visuelle ‑ infographie, mèmes, symboles et GIF ‑ comme moyen de communication prédominants est en perte de vitesse L’omniprésence des smartphones qui offrent d’excellentes capacités de prise de photos et de vidéos – associées à des vitesses de transmission de données plus rapides ‑ a contribué à transformer de nombreux sites de réseaux sociaux en galeries d’images. Le volume du contenu visuel augmente constamment et évolue plus rapidement à mesure que les utilisateurs demandent toujours plus d’outils pour créer et partager des images, des vidéos et leurs résultats numériques. L’adoption généralisée du streaming en direct, dont la fondation est actuellent en cours avec l’avènement de Facebook Live Le lancement par Facebook du streaming vidéo en direct fera de ce format et son utilisation la norme, stimulant sa croissance sur de multiples canaux. Les personnes individuelles utiliseront la plateforme pour partager leurs expériences et les marques se serviront du streaming en direct pour offrir un accès « exclusif » aux événements et aux personnalités. L’évolution du marketing prédictif, en utilisant l’exploration de données et l’intelligence artificielle afin d’entraîner vers le haut la courbe d’achat et d’engagement envers la marque de la part des consommateurs Les réseaux sociaux de l’avenir déploieront ce qui est connu comme le « marketing prédictif ». À ce jour, les spécialistes du marketing ont traditionnellement essayé de proposer des offres aux personnes qui réalisé une action, comme visiter un site Internet. À l’avenir, les marques utilisant l’intelligence artificielle basée sur des montagnes de données seront en mesure de discerner dans quelle étape décisionnelle les acheteurs se trouvent, de prédire la prochaine étape dans laquelle ils sont prêts à s’engager et de promouvoir des annonces qui les pousseront à passer à l’étape suivante du cycle d’achat.
Español
Y después, ¿qué? Estrategias de redes sociales para llegar a la nueva generación de consumidores Llegará un día en que Facebook, Twitter, Snapchat, Instagram y el conjunto de plataformas de redes sociales que usamos en la actualidad quedará relegado a algo del pasado, de la misma manera que ahora vemos esas formas arcaicas en las que la gente se comunicaba y compartía experiencias antaño. ¿Qué suplantará o aumentará el universo de redes sociales que nos es hoy familiar? ¿Cuáles serán los sitios de interacción social de la próxima generación? ¿Qué les gustará en el futuro a los fans actuales de Facebook? El uso cada vez mayor de la información en formato visual (infográficas, memes, símbolos, GIF) destrona a los formatos de comunicación en los que predomina el texto La ubicuidad de los smartphones, que cuentan con excelentes capacidades de toma de fotos y vídeos (junto con las velocidades de transmisión digitales cada vez más rápidas) ha ayudado a transformar muchas redes sociales en galerías visuales. El volumen de contenido visual crece de forma constante, y cambia rápidamente a medida que los usuarios demandan más herramientas para crear y compartir imágenes, vídeos y productos digitales. La amplia adopción del streaming en directo, base de lo que está ocurriendo con la llegada de Facebook Live    El lanzamiento de la posibilidad de emisión de vídeo en directo por parte de Facebook está normalizando el formato y dando alas a su utilización, consiguiendo que el formato crezca y se desarrolle a lo largo de múltiples canales. Las personas usarán la plataforma para compartir sus experiencias, y las marcas aprovecharán el streaming en directo para ofrecer acceso “exclusivo” a sus eventos y celebridades. La evolución del marketing predictivo y el uso de minería de datos e inteligencia artificial para empujar al consumidor por la curva de la implicación y la compra    Las redes sociales del futuro desplegarán lo que se conoce como “marketing predictivo”. Hasta la fecha, los responsables de marketing han tratado de conseguir que la gente realice una acción, como visitar una página web. En el futuro, las marcas usarán una inteligencia artificial basada en montañas de datos para discernir en qué etapa de toma de decisiones se encuentra el consumidor, predecir el siguiente paso y promocionar anuncios que empujen a dicho consumidor a dar el siguiente paso en el ciclo de compra.
Deutsch
Was kommt als nächstes? Social-Media-Strategien erreichen die nächste Generation der Verbraucher Der Tag wird kommen, an dem Facebook, Twitter, Snapchat, Instagram und die aktuelle Sammlung an Social-Media-Plattformen als Nachrichten von gestern betrachtet werden… als archaische Wege, mit denen Menschen „damals“ kommunizierten und gemeinsam Erfahrungen austauschten. Wodurch wird das Social-Media-Universum, mit dem wir heute so vertraut sind, ergänzt oder verdrängt werden? Welche werden die Social-Sharing-Seiten der nächsten Generation sein? Wem werden ehemalige Facebook-Fans in Zukunft ihr „Like“ geben? Die ständig steigende Nutzung visueller Informationen – Infografiken, Memos, Symbole und GIFs – als vorherrschende Textformen der Kommunikation fallen in der Gunst Die Allgegenwart von Smartphones, die hervorragende Foto- und Videoaufnahmefähigkeiten aufweisen – verbunden mit schnelleren Datenübertragungsgeschwindigkeiten – haben dazu beigetragen, viele Social-Media-Seiten in visuelle Galerien zu verwandeln. Das Volumen an visuellem Inhalt steigt stetig und verändert sich schneller, während Benutzer nach mehr Werkzeugen fordern, um Bilder, Videos und ihre digitalen Schöpfungen zu erstellen und zu teilen. Die weit verbreitete Übernahme von Live-Streaming, dessen Grundlage jetzt mit der Ankunft von Facebook Live auftritt Facebooks Start von Live-Streaming-Videos wird das Format in den Mainstream erheben und seine Verwendung normalisieren, wodurch das Wachstum des Formats über mehrere Kanäle fortschreitet. Einzelpersonen benutzen die Plattform, um ihre Erfahrungen zu teilen, und Marken benutzen Live-Streaming für einen „exklusiven“ Zugang zu Events und Personen. Die Entwicklung des „Predictive Marketing“, das mit Data-Mining und künstlicher Intelligenz dafür sorgt, dass Verbraucher die Kauf- und Marken-Engagement-Kurve aufsteigen Social Media der Zukunft wird das sogenannte „Predictive Marketing“ einführen. Bisher haben die Vermarkter traditionell versucht, Angebote für Menschen anzubieten, die eine Tätigkeit wie etwa den Besuch einer Website ausgeführt haben. In Zukunft werden Marken, die auf Datenberichten basierte künstliche Intelligenz verwenden, herausfinden können, in welcher Entscheidungsfindungsstufe sich der Käufer befindet, um so die nächste Stufe vorherzusagen, die er nehmen wird, und Werbeanzeigen zu fördern, die ihn auf diese nächste Stufe des Kaufzyklus schieben.

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