Social commerce trends in 2015
5 general trends should be paid attention to in 2015.
In the big smartphone times, more and more people are put more time on mobile. In the U.S., carriers' shelf-space for devices with 4.7-inch or larger screen displays increased from 4 percent to about a third in 2014 alone, matching a sales growth - larger-screen phones now account for more than one-quarter of all sales, according to NPD Group. Facebook's recent earnings report showed that while overall daily active users grew 8 percent in 2014, mobile daily active users grew 15 percent and mobile-only daily active users grew 34 percent.
Forrester recently reported that brand interaction on organic Facebook posts is now squeezed to 0.073 percent. Social advertising spend continues to rise, though as a whole it still doesn't match time spent overall on social. Only on Facebook has spending outstripped time spent - 6 percent of U.S. adults' digital media time is spent on Facebook, but 10 percent of U.S. digital ad spending is now assigned to Facebook. But that's because for most brands, Facebook means social. And Facebook's ad products continue to improve in sophistication. As other platforms get their ad products launched, spending there will increase, too. Again, where Facebook leads, others will follow.
It's not like using content to market came out of nowhere. It's always been there. But the topic of content marketing seemed to attract an inordinate amount of attention in 2014, not only with regard to efficacy, but also about how hard it is to produce quality content in quantity. Marketers have been challenged to produce content for more channels, and have been challenged to make that content meaningful and informative. Content will continue to be a central directive for brand marketers on social.
Posting advertisements on YouTube is not sufficient to make a success now. There is increasing interaction with video in places outside YouTube, particularly with short form video on Twitter's Vine channel, as well as even shorter form GIFs on Tumblr. Surprisingly, Facebook announced that they had more video views than YouTube of this year, with many people scoffing that it was because of auto-play, not because of a video watching revolution.
Facebook is still the biggest, most dominant social network and the "lowest common denominator" of social marketing. However, social audiences will continue splintering. This social diversity represents a serious challenge for brand marketers - particularly for brands seeking the youth market - who are looking to find the right voice for their audiences in the right location. In 2015 the social imperative will remain to hit the right voice on the right social platform, which may not be Facebook at all.
The world will be a Mobile-First World
In the big smartphone times, more and more people are put more time on mobile. In the U.S., carriers' shelf-space for devices with 4.7-inch or larger screen displays increased from 4 percent to about a third in 2014 alone, matching a sales growth - larger-screen phones now account for more than one-quarter of all sales, according to NPD Group. Facebook's recent earnings report showed that while overall daily active users grew 8 percent in 2014, mobile daily active users grew 15 percent and mobile-only daily active users grew 34 percent.
A Pay-to-Play Social World is coming
Forrester recently reported that brand interaction on organic Facebook posts is now squeezed to 0.073 percent. Social advertising spend continues to rise, though as a whole it still doesn't match time spent overall on social. Only on Facebook has spending outstripped time spent - 6 percent of U.S. adults' digital media time is spent on Facebook, but 10 percent of U.S. digital ad spending is now assigned to Facebook. But that's because for most brands, Facebook means social. And Facebook's ad products continue to improve in sophistication. As other platforms get their ad products launched, spending there will increase, too. Again, where Facebook leads, others will follow.
Social Content Continues is still rapidly developing
It's not like using content to market came out of nowhere. It's always been there. But the topic of content marketing seemed to attract an inordinate amount of attention in 2014, not only with regard to efficacy, but also about how hard it is to produce quality content in quantity. Marketers have been challenged to produce content for more channels, and have been challenged to make that content meaningful and informative. Content will continue to be a central directive for brand marketers on social.
The Development Multi Video Platform Interacting is boosted
Posting advertisements on YouTube is not sufficient to make a success now. There is increasing interaction with video in places outside YouTube, particularly with short form video on Twitter's Vine channel, as well as even shorter form GIFs on Tumblr. Surprisingly, Facebook announced that they had more video views than YouTube of this year, with many people scoffing that it was because of auto-play, not because of a video watching revolution.
The Social Diversity Will Continue
Facebook is still the biggest, most dominant social network and the "lowest common denominator" of social marketing. However, social audiences will continue splintering. This social diversity represents a serious challenge for brand marketers - particularly for brands seeking the youth market - who are looking to find the right voice for their audiences in the right location. In 2015 the social imperative will remain to hit the right voice on the right social platform, which may not be Facebook at all.
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