Just a few years back, social media was a fringe channel that just a handful of people knew about and used. People weren’t spending their breaks scrolling through their Facebook, Instagram, and Snapchat feeds, eager to catch up with the latest news from their friends, celebrities, and brands. And, online businesses didn’t have a powerful communication channel where they could engage with their audience and promote their products and services.
How things have changed since then.
Social media now has 2.62 billion users worldwide, and it is projected that the number will surpass the three billion mark by 2021. Planet Facebook alone has more than 2.07 billion monthly users, more than any country on Earth. And, the other networks are quickly catching up, with Instagram, for example reaching 800 monthly users as of September 2017.
So, there’s no question about the fact that social media is here to stay. What you should be asking yourself instead is how you can stand out from the seemingly endless wave of brands that try to engage and persuade your target audience.
Here are some creative tactics that online businesses should employ to boost their social media game in 2018.
Leverage the Power of Live Content
We, humans, are visual creatures. As such, we process and respond better to moving images than we do to the written word. While creating engaging articles is still a surefire way to attract the attention of your social media users, live video content is sure to dominate most networks in 2018. And, it’s not difficult to see why. Unlike other types of content, live videos allow real-time interactions, making it possible for users to communicate with their favorite celebrities or brands. Moreover, live videos showcase the human side of your business, making it look and feel more approachable and relatable.
That said, creating live videos isn’t as easy as pressing the record button and blabbering about a certain topic. You need to have a clear goal in mind and know how to communicate your brand’s message effectively. Don’t ramble on or improvise, but create a thorough plan before going live. Keep the broadcast short and sweet, talk as if you would with a friend, be engaging, and highlight the main points of your conversation. Also, remember that replays can bring more views than the initial broadcast, so promote your content regularly.
Use Niche Influencers and Brand Advocates
Let’s be honest for a second: who are you most likely to listen to, an online ad that promotes a product or service or a blogger that you read religiously and trust?
The answer is rather obvious.
Consumers nowadays have become so accustomed to marketing messages that they’ve learned how to block any unwanted communication. Either they use tools to stop ads from showing up in their feeds, or they mentally block them, users rarely respond to advertising.
That’s where influencers come into play.
Imagine that you are a physical therapy clinic that is looking to gain some traction online. You create quality content, focus on SEO, invest in PPC ads, and engage with your target audience regularly. However, in spite of your efforts, you do not see the kind of results you want. By pairing with an influencer in your niche, you can boost your visibility, build your brand, and gain the trust of your audience. You can even work with a specialized agency that can reach out to influencers and help you build your reputation.
Get Ready for Augmented Reality
During the launch of the latest iPhone models, iPhone 8 and iPhone X, Apple announced that both devices allow users to explore the realm of augmented reality. Given that users now can enjoy these types of experiences, social media channels are likely to follow and incorporate the new technology as well.
Facebook already allows users to use frames to create engaging images. So, you can expect Snapchat or Instagram to introduce filters that enable users to take a selfie with a celebrity with the help of augmented reality.
Online businesses can also use augmented reality to promote their brands or services. Just imagine users playing with a 3D model of your product or wear a virtual t-shirt with your logo. That’s taking engagement to another level.
Get Creative with Stories
Ephemeral content is bound to gain more and more traction in 2018. Just consider the following: over 200 million people use Instagram Stories, and the social network introduced the option just a year ago. At this rate, it’s very likely that half of Instagram active users will be using Stories by the end of 2018.
Are you taking advantage of this trend?
Sure, creating quality, evergreen articles still comes with a list of benefits that ephemeral content can’t beat, such as improving your page rank or driving more traffic to your website. But, if engagement is what you’re looking for, then you should start paying more attention to Instagram Stories and Snaps. Use them to generate buzz around a topic, take your audience behind the curtain, make them curious about new products or just to have a little fun.
Use Chatbots to Streamline Your Customer Service
Consumers today are connected 24/7, and they expect brands to respond to their requests as soon as possible (or even in real-time.) But, having customer service reps working around the clock can drain your budget quickly.
That’s where chatbots can change the game for the better.
Bots nowadays have become so smart and sophisticated that they can connect with prospects in real time and help them solve almost any problem successfully. In fact, 71% of Millennials say that they would rather use a chatbot than talk with a customer rep. So, if you haven’t already, then 2018 might just be the perfect time to test chatbots for your online business and explore a new way of providing value to your customers.
Conclusion
Social media is constantly changing to keep pace with the evolving habits of users. Make sure to incorporate these tactics into your strategy if you want to engage your customers and persuade them to try your products or services.
