It’s likely the U.S. will create a law similar to the EU’s GDPR in the foreseeable future to address privacy issues and data usage. This will impact the quantity and quality of data companies can provide advertisers, who should consider this info when developing content plans. Messaging strategies will need to adapt to fit changing targeting capabilities.
Personalization continues to be a common theme across social platform advertising, especially among young consumers. With location-based targeting on the rise, marketers can tailor ads to users based on their past behaviors, including visits to stores and other habits that offer insight into their interests.
Many brands have chosen to add to the political conversation, while others serve as an escape from what can often feel negative and exhausting to users. In Q1 of 2018, brands that took to social media with a positive, upbeat and lighthearted tone reported increased engagement. Advertisers have the power to be influential voices, but they can also serve consumers with feel-good messaging that leaves a positive impression.