Social Media Marketing in the Future
November 3, 2018
Social media marketing in the future
Social media marketing is a fairly uninspiring but vital term. It’s barely noteworthy anymore when somebody suggests social media has taken over and effected our lives like almost nothing else before it, because absolutely of course it has. Demonstrable on every level, you can’t even browse a news article these days without having to see an embedded Tweet from Jason in Portsmouth giving his opinion. Some may say it’s inescapable.
One of the more unexpected side effects of such an all encompassing takeover by social media, though, was how reliant most of the business world would become on operating through it in a marketing sense. There’s the weird, the wonderful and the downright mind numbingly dull but make your way into a supermarket and pick up a bag of salad and we’re 99% certain you’ll be able to find the company’s Twitter handle as though they have anything of value to add to your timeline.
As we hurtle towards the 2020’s there’s an inescapable feeling that there hasn’t really been a large scale innovation within the big social media companies for a while and it begs the question; is there any room left for them to operate?
Will social media marketing change significantly in the next five years or is it likely that we’ll simply be trying the same tricks at an increasingly expensive rate? We’re going to see if we can answer those questions.
Social media marketing isn’t personal
Jeanne Lewis, CEO of Capsure, a new private social network for preserving memories, recently gave an interview to Entrepreneur where she said “Social platforms today have evolved into a broadcast tool both for companies and individuals. While this is valuable when you have a broad announcement to share and want to reach as many people as possible, these are no longer the vehicles for sharing photos of your kids”
This is broadly true and captures a contemporary mood of suspicion when it comes to big social media. Facebook, let’s be honest, can’t have had its reputation enhanced by being hauled in front of just about every government investigation in the western world for accidentally, maybe, allegedly, rigging elections.
Keep this in mind when considering the future of social marketing; is it really even social anymore? Social media was built around the creation and cultivation of relationships and as it stands it increasingly feels like that’s escaping brands and businesses at large. Expect a much bigger focus on personal connections in the form of business working for clients, rather than making trying to make them feel as though they’re missing out by ignoring the latest trend.
Is peace a premium product?
Previously unthinkable, premium social media could be coming soon, and in a big way. There’s a pretty sizeable section of the tech community who believe PPC on social media and paid advertising has reached saturation point. It’s not to say that social media advertising doesn’t still bring in quality leads that convert, it’s to say that the likelihood of that practice working increasingly well is all but none. The very real prospect is that users become increasingly aware and weary of paid advertising to the point they become blind to it, and indeed it’s probably true that a lot of social media users actually proactively seek their content rather than the other way round.
With that in mind it’s entirely conceivable that, as with Spotify premium or Netflix, that an ad-free social experience could become very attractive indeed. Could $5 per month for a premium, add-free service entice enough people? The answer is twofold. Yes there probably is but it almost definitely won’t work on an existing platform like Facebook or Twitter. The greater likelihood is that somebody else will come along who seeks to combine much more intuitive experiential sharing via audio and video, at a price. A feeling of premium could be intoxicating.
If that does happen, and we think it could, then social marketing will have to become much more savvy, but it’s no bad thing. Rather than competing on who has the deepest pockets we’ll see users engaging with the best content, the most creative and talented creators – a meritocracy of social marketing if you will. There’s something to be excited about there.
With more than 8 years experience in offline & online advertising, Rafi joins Cue as Head of Social to run the teams day to day and implement paid and organic social strategies across the board for all clients.
Having worked with some world renowned brands on large scale advertising in the UK & abroad, he is able to bring a wealth of knowledge and insight in multiple industries including e-commerce, hospitality, luxury and more.