Social media now major marketing platform
It’s official. Everyone you know is on social media and this doesn’t exclude businesses. In fact, the major social media platforms (e.g. Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc.) are saturated with US companies taking advantage of their marketing opportunities and, if you’re on any of them, there’s no doubt you’re accustomed to the ads. In fact, according to eMarketer.com, 88.2% of US companies with over 100 employees are using at least one social media platform in their marketing initiatives in 2015, so it’s no surprise your social media space is inundated.
Instagram in the lead
While other social platforms, such at Facebook and Twitter, have dominated social media marketing in the past, Instagram is making strides in the future of digital advertising. With the introduction of expanded advertising options, Instagram usage is projected to grow from 32.3% in 2015 to 48.8% in 2016, and exploding to 70.7% in 2017 making it the most popular social media advertising platform available (eMarketer, Oct 2015).
Although Facebook and Twitter currently hold the majority share for business advertising dollars and are projected to grow steadily, it’s clear that Instagram is the wave of the future for marketing teams, as the widening of advertising opportunities is causing a usage spike over the next few years.
A picture is worth 1,000 ads
With Instagram being the newest, and most visual of the leading social platforms, companies will have to adapt their marketing strategies to appeal to a different audience. Marketing teams will need to begin focusing on the precision of their visual marketing strategies as it will be presented in a single, simple feed on Instagram.
Without the “noise” of a Facebook or Twitter feed, an Instagram message will be the most focused content compared to other social media platforms, as nearly all content is visual.
Compelling visual images with a concise, captivating message will be king in a few short years, so it’s recommend to begin honing your message now.
While the immediate future seems clear, keep your eyes on the horizon, as other young social platforms such as Snapchat and Periscope have yet to define their full marketing options, and hold a different realm of advertising potential for businesses.
Rusty Ellis
October 29, 2015 at 12:12 am
I have to admit that it’s an exhausting ride to try and keep up with all the aspects of social networks and marketing, especially as a small business owner and being my own social manager. At least there are some tools to integrate and schedule posts to these platforms, minus instagram of course. I wish they would open up and allow us to connect it to these tools (ie Buffer)!
David
November 3, 2015 at 8:42 am
It will be interesting to see how the “personalization” of ads evolve over time on each of these social networks. I’m often left speechless at the poor fit between the ad I’m seeing and the type of content I’m consuming/sharing on any of these networks.
@SocialDave
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