{"id":5359,"date":"2018-12-17T15:00:17","date_gmt":"2018-12-17T15:00:17","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=5359"},"modified":"2023-08-21T16:54:23","modified_gmt":"2023-08-21T16:54:23","slug":"four-trends-will-shape-social-media-marketing-2019","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/four-trends-will-shape-social-media-marketing-2019","title":{"rendered":"Four trends that developed in 2018 and will shape social media marketing in 2019"},"content":{"rendered":"
In the era of #fakenews, trust is becoming an essential commodity. As consumers, we crave content and communication that help to create a sense of trust and connection with the brands we use.<\/span> People are continuing to use social media to provide <\/span>live feedback<\/span><\/a> to brands on everything they say and do. As a result, some brands have evolved their customer-facing behaviour and demonstrated an increased focus on transparency and communication.<\/span> The chatbot market is predicted to be worth <\/span>$1.34bn USD by 2024<\/span><\/a>.<\/span> Apps like WhatsApp are revolutionising the way brands communicate with people. Brands can engage with people one-on-one and provide them with a service that\u2019s of immediate and contextual value to them. This keeps existing customers engaged and entices others to become customers.<\/span> \n
\nThe major shifts in the industry that we\u2019ve seen in 2018 are connected to trust, authenticity and transparency. <\/span><\/p>\n1. People are holding brands to account<\/b><\/h2>\n
\nThis has enforced consumers\u2019 behaviour, who are starting to demand that all the brands they use behave with <\/span>transparency<\/span><\/a> over social media. In fact, <\/span>nine out of 10<\/b> people have said that they would stop buying from brands that they felt <\/span>lacked transparency<\/span><\/a>.<\/span>
\nAs consumers, we are also willing to <\/span>pay more for products<\/span><\/a> if we feel that the brand behind the label is being open and honest. In a world currently obsessed with authenticity, this is a major currency for brands looking to grab attention and market share.<\/span>
\nThis increasing need for authenticity and openness is shaping many areas of brand communication and could have a significant impact on the way brands work with influencers over social media. For example, the <\/span>Listerine influencer backlash<\/span><\/a> showed that people don\u2019t always want to see an idealised, perfect image, they want something they perceived as genuine – something that they can connect to.<\/span><\/p>\n2. Brands have been experimenting with chatbots<\/b><\/h2>\n
\nBrands like Lyft, Spotify and Sephora have all started to use <\/span>chatbots<\/span><\/a> as ways to increase the efficiency of their online customer service, while also letting people get a response to their queries no matter the time or place.<\/span>
\nHowever, as 2018 comes to a close, there are signs that consumers are starting to <\/span>reject automated chatbots<\/span><\/a> in favour of live chats with real people. Will we see brands continue to focus on automated chat in 2019, or will there be a shift back towards the human element to create real human connections, supported by some of the automation functionality chatbots are built on?<\/span><\/p>\n3. The shift to social messaging <\/b><\/h2>\n
\nThere\u2019s a great example of this from Brazil, where Hellmanns uses WhatsApp to help people cook. The consumer simply sends over a picture of what\u2019s in their fridge and a chef will reply with an idea for a dish and lead them through how to make it. <\/span><\/p>\n