Social Web Update 31.12.18
A weekly annotated curation of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
What to Expect in 2019
Not surprisingly, there were few announcements of social web platform updates during Xmas week. (Instagram, though, was the focus of intense online kickback when it inadvertently (?) “rolled out a massive change to its feed that replaced the traditional scrolling with horizontal tap-to-advance, like with Stories.”)
So to supplement an otherwise gaunt post, I’ve curated a few links to forecasts about whither social in 2019 . . . Useful reading as you get ready to rock the new year at work:
Agility PR Solutions, always a reliable source of trends and ideas, takes a look at a SocialBaker report on “2019’s hottest social media trends for comms industry pros and brands who want to work smarter in social media to engage with audiences at scale.”(Anyone else choke on that marketing dogma ‘engage with audiences at scale’?)
Also from Agility PR Solutions an analysis of the likelihood that “live video is set to become a dominant communications tool for public relations and marketing professionals in 2019”, especially as a way to feature an organization’s CEO.
Expect a shakeup in influencer marketing as marketers get fed up with “Stories of fraudulent (influencer) accounts, inauthentic posts, and a general lack of transparency seem to become more frequent every day.” Quite simply says TNW’s Tanike Buijsen, “Audiences can spot inauthenticity faster than you can say “#ad.” Brands need to enhance their influencer fraud detective skills – either upskilling internal staff or collaborating with external agencies to sieve out the influencers that may not be built on credible and authentic interactions.”
Among the best of the what-to-expect forecasts comes from Hootsuite. Its Social Media Trends Report 2019 identifies five trends that must be addressed in the coming year largely as an outgrowth of fake news, data privacy challenges, influencer dishonest and “The slowdown in organic reach on social required that marketers dive deeper into paid strategies to get their messages across.”
Practical Ecommerce selects 10 new social networks for discovering and touching customers, among them Vero, and Lasso (“a new social media app to create and share short videos using filters and effects”).
And from Somya Mehta at Smart Insights a sensible assessment of “Key social media trends for 2019 that every marketer needs to keep an eye out for and include in their digital marketing strategy, based on predictions from leading industry experts”. And the leading trends include more livestreaming, in the moment content consumption “rather than pre-packaged content”, and personalization of customer experiences on social.
The last social update of 2018 and the big story? Snapchat has added lenses created for dogs’ faces “meaning that people can take photos or videos of their pet and turn their faces into something goofy.” Why? Dogs got jealous because special Snapchat lenses for cats were launched in November .