social media advertising trends 2016
TRANSCRIPT
The first trend and probably the most important new in our
sector is the growth forecast in a global level during the next two
years. Investment in social media advertising will grow a 10% and
if we talk only about mobile devices, advertising will increase a
45%. This marketing tactic lets you select and reach an specific
target to transmit your business message in an effective way.
Font: eMarketer
This year we have seen that an investment in social media provides
a high ROI. Social networks work, that is a fact, and so many
businesses know it and have decided to start investing in this new
field. It means a huge creation of content that competes to be in
the target’s feed. Facebook has proceeded reducing the organic
reach of the fan pages, so that buying advertising is nearly
compulsory. This reach will keep shrinking when new businesses
join the social network and occupy the user’s feed. Due to the
growth of the demand, the cost of advertising in social media will
increase in 2016.
Font: Forbes / Social Ogilvy
It is well known that good things come in small packages. One
thing we have on the Internet is information about the users, so,
why can’t we use it for our business? The selection of small
audiences with a potential interest whom I can talk to in social
advertising campaigns is the key to get more effective results in
your campaigns. A bigger CPM can drive to a smaller CPA.
Campaigns that use microtargeting are two times more effective
than the ones that don’t. A study suggests that ads that consider
their target are much more inspiring when it’s time to buy the
product. Companies are working hard to elaborate microtargeting
strategies.
Font: Janrain
Maybe you will need to improve your data rate because the use of
video for marketing goals keeps growing. Videos are without a
doubt the best way to show to our potential customer how a
product works and brands know it. That is why the video content
strategy will be developed, and for the first time, more than the
written content strategy. Even if they are not videos, GIFs will
take profit of this trend to have a place in the user’s feed and
develop themselves through new interesting and entertaining
formats for the user such as the interactive GIF in Twitter. Be
prepared to watch a lot of videos the coming years.
Font: Contently
With the use of multiple tools to follow the results of your digital
campaigns, the importance of Analytics will grow this 2016. Spend
in comprehensive analysis tools will grow a 60%. Market data
obtained in social networks will be crucial for the development of
acquisition tactics and any effort related to marketing. Companies
are ready to collect the information that we provide them.
Font: The CMO Survey
We have seen how every year social media small platforms were
born and rapidly died or established themselves as step platforms
that neither received attention from the users or died. Last year
the trend changed. New platforms have gained popularity -
Quickfire, Pebbles, WhetLab, Fastlane or Fliptop - and for the first
time they could live by their own and that is why they have
attracted Facebook, Twitter and Linkedin attention, who have
bought and integrated them in their system. The fight between
these 3 giants to dominate the sector will reduce the creation of
small platforms. As a company, it will make you be on the ball
when these platforms appear, right when they do it. Even though,
the integration of these platforms in the main social networks
helps unifying the strategy.
Font: Entrepreneur
Facebook Instant Articles are just the beginning. The program
publishers publish their articles directly in Facebook without the
need to visit an external page. The main goal is keeping people
inside the platform as long (and better) as possible. And we can’t
forget the new native advertising formats that will be offered in
these in-app content subspaces. New publishing methods for
companies and organizations are coming soon. Twitter Lightning
Project, yet to come, will highlight news from all the tweets about
a topic and will create stories written by the users. Also instagram
surprised us with the new of the launching of a new video stories
channel, made from users’ publications and similar to Snapchat
Stories.
Font: Facebook / NBC / Wired
Social media are real time by nature, but there are more recent
publications than others. Periscope (acquired by Twitter this year)
lets users publish streaming videos with a part of their lives. It has
nothing to do with recording a video and uploading it later.
Nowadays, Periscope users watch 40 years of video in a single
day. And of course, it incorporates a system of promoted
emissions so that brands like yours can stand out from the other
ones. Other networks like Instagram or Snapchat are also looking
for this immediacy. If this trend gains force, forget about planning
your company posts.
Font: Periscope / Twitter
Facebook (since 2014) and Pinterest (since June 2015) are two
platforms that have attracted users attention by adding direct buy
buttons for their advertisers. Facebook and Pinterest users who
see a product they like, can now have it in just one click without
leaving the app. Twitter has started integrating it this last
semester, Instagram is working on it and many other social
networks will follow. At the end of 2016, the buy button will be
available in most social media advertising campaigns.
Font: Twitter
Wearable technology is expected to reach the 28% of population
in 2016. That means a great amount of information to be used in
marketing and advertisers will be able not only to define a target
by their web habits, but only by their daily habits communicated
through wearable devices. Will we see native ads in these devices?
What is sure is the growth of the IoT and marketing will have the
function to discover ways to use these tools to keep a relation
with their customers.
Font: Marketing Tech
Adsmurai speeds up and drives results on Facebook ads through its proprietary software, Katana.With an intuitive flow to create campaigns with specific targets (e-commerce, videos, engagement, fans,apps...), and a very user friendly interface, it drives the best results possible.
The strenghts of Adsmurai are the ease of use and the high quality user experience we provide. Katana
supports the most innovative ad formats, such as Dynamic Product Ads. It allows you to create alerts to
better manage your KPIs, as well as the option to save new target groups, and uploading your briefing
directly from the platform... This allows Adsmurai to deliver on the promise of better performance and
return for your ad spend on social media.
Adsmurai has two different service models: a managed model (Adsmurai experts manage the campaigns),and a self service model (advertisers use the software to manage their campaigns with the support ofAdsmurai).