In 2019, social media will be about giving the people what they want. Brands must perform a balancing act: produce relevant content and deliver it through customized channels without invading users’ space.
Going steady with influencers
Influencer marketing continues to earn its spot in marketing plans as industry pros recognize the value of this new word-of-mouth vehicle. In 2019, instead of having one transaction with an influencer, brands will maintain long-term relationships with influencers to produce continuous impressions among followers. Brands will also utilize influencer-generated content by sharing influencer photos, reviews and more on their own channels to increase the value of these partnerships.
People want privacy
Social media platforms like Facebook faced criticism in 2018 as privacy issues became a major concern. Users learned more about how their personal information was being sold and used, and they expressed their disapproval by changing privacy settings, spending less time online and even by deleting accounts. Now more than ever, brands must practice authenticity and transparency in advertising to avoid facing backlash.
Instagram creates new opportunities
Hitting one billion users in June 2018, Instagram has become one of the world’s most popular social media platforms with a highly engaged user base. The platform has continuously rolled out new features to keep users active including Instagram Stories and IGTV (see below), two vehicles where brands can showcase their products and services with ease. The key is to produce high-quality visuals that capture viewers’ attention.