We can no longer deny that social networks dominate the market and are one of the main ways to earn revenue. They are constantly changing and therefore, those who work in the area need to be always prepared. Media and technological revolutions happen all the time. So how do you position a brand on social networks? New challenges are presented each year and the way each brand handles these small revolutions directly affects its success. To create good planning and achieve your goals in social networks, it is necessary to understand the present and future scenario.
In 2018 it was possible to notice the growth and strengthening of communities in social networks. This is a trend that gets even stronger in 2019. Groups on social networks like LinkedIn and Facebook are increasingly used by companies as a way to engage their followers and strengthen the relationship. When well managed and relevant to users, these groups can aid in the algorithm of company profiles. We can already see in them a great opportunity to begin to dribble the decline of organic reach. But it’s not just in groups that you can build a community on social networks. Brands have groups that are always present in their profiles – those people who always comment, react and share their publications. How companies can manage their community for better results remains a challenge. What many brands need to pay attention to is that there are a number of ways to manage your followers and make them the brand’s advocates, which will contribute to network growth and brand success.
As we have already mentioned, we are in a situation with extremely active and empowered consumers. Brand followers not only want to feel represented by what they see on social networks: they want to perceive themselves as characters in that construction. One way to adapt to this reality is to invest in user-generated content. A great example is Buffer, a social media management tools company, which has a 100% Instagram profile built with user posts. This strategy is not a random trend. It can bring valuable benefits to any brand. One example is the optimization of social media management. If your Instagram profile is entirely done by your fan community, your social media experts do not go to great lengths to produce content and can focus on results and other strategies. Also, if consumer-focused content engages, imagine one produced by them! Explore that potential.
In recent years we have seen the growth of ephemeral content in social networks. But what exactly is ephemeral content? They are transient moments! A Stories, for example, only stays in the air for 24 hours. If the user loses that moment, he will probably never be able to recover it. This type of content brings great opportunities for companies, as they create a sense of urgency in the user. The strategy is called the fear of missing out – which in literal translation means fear of losing – that makes people not want to miss that moment. Such features bring an opportunity to engage even more users, who only have that moment to experience and share the content. Authenticity is another value that these contents can convey. By being often done quickly, they show the reality of the company and narrow the bond between brand and audience. In addition, it is a possibility to encourage mobile consumption among its users, one of the biggest trends for the future. We’ll see this better in the next topic.
That many people own a smartphone, you already know! But do you have a notion of what that means? By next year, more than 2. 4 billion people will be active mobile users. This represents a representative niche for the market and the trend, as you can see, is that this number grows each year. Some companies have already invested in getting mobile traffic. However, the demand for these adaptive content does not match what is currently produced, especially in social networks. Understanding consumer habits are essential to the success of your strategy, which will always aim at optimizing your user experience with your product/service. Next year comes as an ultimatum for brands that do not yet invest in the adaptability of their content: start now or be behind.
The young generation Z – born between 1993 and 2012 – take care of social networks. If this is not a concern for your company before, think again! These people accumulate more and more capital and have greater participation in the consumer market. And social networks directly affect the consumption habits of this generation: 80% of their purchases are influenced by what they see on these platforms. Along with this, most of these people’s connections are also present in social media, which facilitates the dissemination of information about brands’ products and services. These young people offer great opportunities because when they believe in a company they become brand advocates. But attention! The opposite is also true, and when disappointed by a product, service or service can be the nightmare of any endeavor. Therefore, knowing how to work with this growing and the more powerful portion of the population is a key factor in a brand’s success or failure. Working with social networks is always complex, because of the innumerable changes that take place and the risks that we need to take. But knowing investing in them may be what will guarantee your results.
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