Friday, September 22, 2017

Social Media Trends to Look Out For in 2018

According to Adweek, there are five social media trends that will be essential to reaching key audiences in 2018.

1.      Short-lived content

As evidenced by the popularity of Snapchat, content that is only available for 24 hours or less is great for catching the attention of millennial and gen Z audiences. Engaging creative is essential for this strategy as it needs to catch the eye quickly.

2.      Utilize storytelling and influencers

Relating to consumers through either a persona or influencer helps boost engagement. According to Adweek, “45 percent of people who buy on the internet are affected by the opinions of other people”.

3.      Chat bots

The popular software application has been utilized by large companies to help with customer service. Timely and polite responses to questions benefit both the customer and the business.

4.      Livestreaming

Channels such as Facebook Live and Agora allow businesses to interact with audiences while broadcasting. Facebook Live videos can even be boosted to reach a larger audience.

5.      Artificial Intelligence

It has been proven that consumers are more likely to engage with social media posts that include images. Artificial intelligence allows marketers to search for posts that relate to their brands which can then be reposted. 

Friday, September 15, 2017

Deceleration of TV Ad Sales

As television ad sales slow, terms such as “cord-cutters” and “cord-nevers” are being used more and more frequently. According to eMarketer, viewers are moving to alternative platforms quicker than expected.

The rise of subscription services allow users to access channels such as HBO and ESPN without ever having to pay for cable.  On top of this, digital platforms now offer live TV channels, including sports, and the amount of time viewers consume digital video has increased 9.3% this year.

In 2017, an estimated 196.3 million adults in the United States will watch pay TV. eMarketer predicts that by 2021, this number will drop 10 percent to 181.7 million.

Although television ad spending in the U.S. is up from 2016, the share of total media ad spend is decreasing.

Many broadcast networks utilize digital platforms to reach delayed viewers. Despite this strategy, “the bulk of ad revenue continues to come from linear viewing”.