Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Nataša Blagojević, digital media adviser, Dialog komunikacije
In 2017, social networks and 24/7 Internet access via smartphones will continue to radically change marketing communication. Apart from the fact that thanks to technology today anyone and anything can have an audience, Google and major social networks have enabled everyone to become an advertiser as well. Dispersion of audience, global access to information and their real-time flow are reasons for increasing pressure to understand consumers’ expectations from brands. However, with a smart approach, any threat can be turned into an opportunity, and that is why it is necessary to closely listen to the changes in the market, to monitor consumer behavior and identify key trends.
Mobile as first choice
GWI research data show that 50% of Internet users in the age groups 16-24 and 24-34 state their smartphones as the primary device to access internet. Mobile activities primarily include instant messaging apps, sharing photos and videos, social networks, apps for checking the weather forecast, dating and music streaming. Mobile already has a great influence on the communication of brands on digital channels, but in the future, with the strengthening of the mobile-only segment, it will be even more challenging to adapt.
Video swoops through social networks
As 93% of internet users globally watch video content, video has firmly established itself as one of the most important digital trends. YouTube alone has recorded over a billion users, and every day people spend hundreds of millions of hours watching video content, generating billions of views.
The introduction of Facebook reactions and innovative formats such as live streaming and 360 degree video and photos has widened the ability to create content on Facebook, thanks to which this platform has managed to retain our attention. It’s expected that in a few years virtually all content on Facebook will be video, and already there are evident serious efforts in this direction, such as a better organic range of video compared to other formats of content. Others are also in all-out preparations for the growing trend of video, primarily Instagram by introducing features such as Boomerang, Instagram Stories and live video.
The increase in sharing of video content, better organic range compared to other content and potential for virality make video a valuable opportunity for brands, and a potential response to an increase in the use of adblockers. In the future, brands will be able to achieve additional opportunities for differentiation and quality content through live streaming, 360 video and VR.
VR and AR in the mainstream?
VR (Virtual Reality) gained momentum after Facebook’s acquisition of Oculus. However, despite the fact that there is interest in it, its biggest obstacle is high cost. Accessibility of AR (Augmented Reality) for the market on the other hand is much greater – its strength comes from the ability to experience AR “in passing”, anytime anywhere on your smartphone screen. A global phenomenon and a great example of the potential of AR came in the form of Pokemon Go which was used by 9% of internet users worldwide. Despite initial success, interest in the app declined relatively quickly due to the lack of additional content.
Although the interest and hype related to VR and AR are increasingly intense, but as long as the brands don’t offer consumers enough additional quality and interesting content that will extend this special and unique experience, potential of VR and AR will not be fully used.
We create less and less content on big social networks?
We are increasingly using social networks. The number of networks where we have opened account is already approaching the figure eight, but for some time there is a trend of content collapse. It is a fact that users of big social networks are publishing less and less personal content. While Facebook’s user count has not dropped, the number of people who actively create content on it has. At the same time, smaller, specialized networks such as Instagram are recording increase in content generation.
This trend that more and more users prefer to publish content in a small and controlled environment, in messaging apps such as WhatsApp, Viber and Messenger can be a great advantage. WhatsApp alone has recorded impressive numbers, like one billion active users, 64 billion messages sent per day and 1.6 billion photos shared.
Limited visibility of content is the most important characteristic on the basis of which Snapchat gained popularity. Chances are that its era is yet to come, particularly after the introduction of Spectacles with which Snapchat has made an important step forward. What essentially differentiates Spectacles is the reasonable price, fashionable design and the fact that they are intended for existing users of the app with specific functionality. It remains to be seen whether the right combination of these three factors will prove to be a recipe for success. On the other hand, the introduction of new features and content to maintain user interest inevitably brings the risk of commercialization and complex functionality may ultimately lead to content collapse.
Success of campaigns is becoming almost impossible without influencer collaboration
Role of bloggers and influencers in communication and content creation for brands is lately growing in importance. It is expected that 75% of brands will implement influencer marketing in their 2017 marketing strategies.
This trend is mostly supported by the fact that people place more trust in other people than in brands. As much as 92% of consumers believe bloggers and influencers more than a classic ad or celebrity endorsement. Influencers tell the story of the brand through a personal prism and authentic content, and their audience recognize it as something of quality and value. The primary role of bloggers is also creating brand awareness and positive opinion about products and services, followed by reach of consumers outside brand’s own channels of communication. Among the topics that are yet to come into focus when it comes to influencer marketing are results, and measuring the impact of influencers and return on investment.
Native advertising as response to boring and interruptive ads
Unobtrusive approach, content that fits naturally into the form and interesting content are the reasons why this year we will still talk about native advertising. Readers find native ads interesting since their appearance is completely adapted in terms of visuals and content to the medium in which it is consumed. With the discussions about saturation with bad ads, too many ads in general, and violation of privacy and user experience being louder than ever, native advertising is increasingly proving to be a good answer to all of the above. As a stand-alone tactics it can hardly achieve great success, but as part of a more complex communication mix it can certainly give a concrete contribution as a great branding tool.