The social media arena is an ever-changing and evolving beast. Just when you think you have it nailed, one of the social media platforms changes something or adds a new feature.
Are the changes always for the good? Or, are some of them downright finicky and troublesome? What about new platforms and innovations?
In this article, we dive into the best and worst social media changes that happened in 2016.
Worst: The Diminishing Return of Organic Content
It’s true – your content reaches fewer people organically these days. Why? Facebook would like you to pay for the pleasure of your reach. They want your paid promotions in the form of boosted or promoted content.
This makes the competition for organic visibility fierce.
We suspect that others will follow suit as we move through this year, and other platforms realize the benefit (for them) in paid advertising. As more and more companies use social media to drive business, additional social media channels will emerge on the paid advertising scene.
Expect the cost of social media ads to rise throughout the year as demand increases.
Paying special attention to your content and crafting posts that encourage engagement is one way you can find alternative ways to increase your organic reach.
Best: Advanced Audience Targeting
With the decline of organic reach, Facebook has introduced advanced audience targeting for each of your posts without you having to spend advertising dollars.
This lets you set the organic visibility for your posts. You now have the control.
Additionally, targeting options on paid social media advertising are increasingly more robust and help you reach the right people at the right time.
Worst: The Ever Changing News Feed
Once again Facebook has changed their algorithm to decide what users see at the top of their newsfeeds.
This could mean a decline for your referral traffic. Facebook will look at users’ likelihood of liking, commenting on, clicking or sharing a particular story. They’ll rank stories higher in news feeds that people might take an action on.
Bottom line – Facebook will show posts higher that users are more likely to engage with. The takeaway – make sure your posts are engaging.
Best: Buy Buttons
Currently, you can leverage buy buttons on Facebook and Pinterest. This means when your followers see your sponsored post, they can purchase a product from you without ever leaving the social media app.
This has huge potential for your business. Instagram is soon to capitalize on the buy button, and we bet more platforms will follow by the end of the year.
Worst: User Privacy
Internet security breaches hit high on social media users lists of worrisome things. Users are worried about their privacy.
This is one reason Snapchat is seeing such success. The demand for a more private, secure method of engagement is also encouraging other platforms like Facebook to introduce more privacy tools.
Businesses will have to delicately navigate these privacy concerns and eliminate intrusive advertising.
Best: Real-Time Streaming and Video
Where do people go these days for the latest news? Social media.
Live streaming video is one of the best things to come to social media. Expect it to continue its upward climb in 2016.
This is just a few of the best and worst social media changes for 2016.
It’s good to remember that flexibility is the name of the game when it comes to your social media strategy this year.
You can expect social media to continue to evolve throughout 2016. You’ll see social media giants moving towards new ways of providing content to its users. It’s important that your business can adapt and change so you can leverage social media for increased success.
Your businesses’ visibility, reach and reputation are on the line when it comes to social media, and the companies who adapt to the best and worst social media changes for 2016 will have the best success increasing their bottom line.
If you’d like some help developing your brand on social media platforms like Facebook, Twitter, and others, we can help. We’ll provide customer-focused and engaging posts that encourage trust and a connection with your business.
We are here for you when it comes to your social media posting. We’ll study your brand, and create posts that work with your overall social media posting strategy. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.
Image: Tim Gouw