Here is a look at the Just:: top predicted social media trends for 2016 that we expect will last longer than our new diets and gym routines.
1. Live stream video will continue to grow
You may already be aware of apps like Periscope, Meerkat and Blab that allow users to live stream video directly to their followers.
If not, then Periscope is the place to start. This app (owned by Twitter) not only allows users to stream live to their audiences but also allows the audience to ask questions in real-time.
Within the healthcare community, Periscope is making waves with 40% of the top pharma companies owning an account. It is particularly popular at congress events, with journalists and pharma companies live streaming symposia sessions and their time at the stands. Periscope can also be used as a low cost way to host live interviews with internal employees, KOLs or PAGs, facilitating conversations as news breaks.
^ Adam Feuerstein a Senior Columnist at The Street used Periscope throughout ASCO 2015 to share his experiences
^ Boehringer Ingelheim have used Periscope to share patient stories
Facebook is jumping on the live stream bandwagon too. The launch of Facebook Live will allow users with verified pages to post live videos to their newsfeeds (as well as saving videos to their wall – a feature that is only available for 1 hour on Periscope). Companies that aren’t already verified on Facebook may want to think about requesting the little blue tick in 2016.
Facebook is also launching videos that allow viewers to look around in a 360˚ view – a feature that could bring the virtual reality experience to a wider audience (check out this example).
It looks like posting video content on YouTube and then sharing a link on your social media channels simply won’t be engaging enough in 2016. At Just:: we’re coming up with ways to leverage live video streaming and optimise video content for every channel.
2. New social media publishing formats
Social media channels are feeling the pressure to keep users on their sites/apps, and Just:: predicts in 2016 we’ll see a rise in editorial news featured on social media as a result of original features like Snapchat Discover, Twitter Moments and Facebook Instant Articles.
These features allow users to follow news stories and read articles while still in the app – and once finished they can easily go straight back to browsing their newsfeed.
^ Twitter Moments
^ Snapchat Discover
3. Content is still the boss
Social content is becoming increasingly more visible in search results. Google already has deals in place with Facebook and Twitter, which is why you’ve likely already seen tweets appear in your search results.
In 2016 we’ll see more social channels added to search results, further blurring the line between web and social media. This means that more than ever SEO and content management are vital to brand exposure.
4. The mobile wins
In 2015 mobile devices became the primary screen for social media (over the desktop). With a growth in popularity of devices such as the smart TV and smart watch, companies need to continue to consider how users view their content (especially when reaching out to ‘millennials’).
^ For all channels except LinkedIn and Tumblr, mobile platforms are used far more than desktops. More information here