1. Social Media Marketing has become essential to content marketing
Marketing practitioners now understands that social media is key to content marketing since it is one of the best ways to amplify content. The two most important aspects of content marketing is publication and distribution with social media been recognized as the most effective method of expanding the reach and visibility of of published content.
2. Facebook ad pricing will increase significantly increase
The reach of Facebook posts have been decreased significantly in 2014, which is a serious problem for business owners who are using this platform for marketing purposes. This steady decline in reach is what has been coined the Filtered Feed Problem.
As Facebook continues to limit the number of posts page fans actually see, the demand for promoted posts and ads will continue to increase. This increase in demand will drive up the pricing. According to an Ad Week article earlier this year, 2014 Q1 Facebook ad pricing was up 10% over 2013 Q4 pricing. This trend is likely to continue into 2015 as organic post reach continues to fall.
3. There will sharp increase in users on Twitter’s new business advertising model.
Twitter is now offering businesses more choices and flexibility in how they create their ads and what they pay for. The new fee structure allows businesses to pay for certain performance-based actions rather than just retweets or clicks. Check out Twitter’s advertsing platform here.
These objective-based campaigns, which are still currently in beta, will offer more flexibility including tweet engagements (retweets, replies, etc.), website clicks or conversions, app installs, new followers and leads. These campaigns will be particularly appealing to small business owners who want to pay for results, not just for brand visibility.
4. Google+ is changing to bring more value to marketers
With the failure of Google’s Authorship experiment, it was felt by some that Google + did not bring a unique value to the social landscape and after the highly publicized departure of Google+ chief evangelist Vic Gundotra earlier this year Tech Crunch felt the platform was quickly making the descent into obscurity. Having read Google CEO Larry Page in his statement about Gundotra’s departure and the fact that there a number of newly release features convinced me Google will not kill off Google +. The social network and user data infrastructure of Google is not going away.
The Google+ team has released new features such as Google+ polls and Google My Business. Google+ polls allows you to poll other people on Google+ and learn what they think about a particular product, service or topic . Google My Business connects you directly with your customers, whether they’re looking for you on Search, Maps or Google+. Google My Business also puts your business info on Search, Maps and Google+ so that your customers can find you, no matter what device they’re using.
5. Instagram will become essential for image-based social media marketing
With over 200 million monthly users, Instagram is the network for image-based social media marketing. According to the Social Media Marketing Industry report, 42% of marketers are planning to increase their use of the platform this year, compared to 38% in 2013. Instagram will also continue to grow in the micro-video space. With both Vine and Instagram vying for billing as the top video networking site, the platforms have continued to differentiate themselves from the other offering different features, video lengths and editing capabilities. However, I believe we’ll see Instagram begin to outpace Vine as we enter 2015.
And with the recent emergence of Instagram’s in-feed video advertising, marketers will now have the option of paying to target their 15-second videos to users based on age, gender and country. While some have called the new video ads incongruous, the new feature is a welcome addition for marketers looking to promote their wares to Instagram’s young, affluent user base.
6. LinkedIn will widen the gap as “the” B2B social network
LinkedIn has been the top network of choice for the B2B crowd for years already, and I believe we’ll see the gap between LinkedIn and other networks continue to widen in 2015. According to the 2014 Social Media Examiner survey, 88% of B2B marketers are using LinkedIn, compared to 89% for Facebook and 86% for Twitter. I believe 2015 is the year LinkedIn will surpass Facebook for B2B marketing.
As 2015 progresses, it will be rather interesting to see how marketing professionals take advantage of these trends to build brand awareness, increase customer loyalty and drive sales. Do tell us what is working for you or share with our readers what other trends you have identified for 2015.