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Solo PR Prezo Aug 2016

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Solo PR Prezo Aug 2016

  1. 1. ACH 9 Social Content Trends to Watch in 2017 Arik C. Hanson, ACH Communications August 9, 2016 FPRA
  2. 2. ACHACH ABOUT ARIK • 20 years agency, corporate; #SoloPR since 2009; @arikhanson • Blogger, podcaster, e-newsletter maker, board member, event organizer FPRA
  3. 3. ACHACH #1: Less is the new more FPRA
  4. 4. ACHACH Target – 39 Facebook posts…THIS YEAR 1 post in July 12 posts in June 0 posts in May 4 posts in April 9 posts in March 8 posts in February 5 posts in January FPRA
  5. 5. ACHACH FPRA
  6. 6. ACHACH #2: Could the all-video newsfeed be a reality? FPRA
  7. 7. ACHACH FPRA
  8. 8. ACHACH “We’re seeing a year-on-year decline on text. We’re seeing a massive increase on both pictures and video. If I was having a bet, I would say: video, video, video.” --Nicole Mendelsohn, VP, Facebook-Europe “A year or two from now, we think Facebook will be mostly video.” -- Ted Zagat, Facebook ad product lead FPRA
  9. 9. ACHACH It’s already happening… FPRA
  10. 10. ACHACH FPRA
  11. 11. ACHACH Why does all video make sense for brands? • Best ad targeting platform on the social web • The numbers are through the roof (warning: inflated metrics ahead) • Adding new functionality all the time (Facebook Live, 360 videos)
  12. 12. ACHACH #3: Instagram will lose its “cool” factor 2010: 1 million users 2012: 30 million users 2013: 200 million users 2015: 400 million users FPRA
  13. 13. ACHACH FPRA
  14. 14. ACHACH But, in late 2015, Instagram opened up ads to all businesses FPRA
  15. 15. ACHACH And now, this is our IG experience… FPRA
  16. 16. ACHACH Is Instagram losing its cool? • Users visit Instagram for a mental break— not brand advertising. • Those brand engagement rates— they’re about to take a hit. • More likes. Fewer of the more valuable comments/”shares”. • Stick to niches (fashion, food, etc.) FPRA
  17. 17. ACHACH #4: Live social video will lead to deeper brand engagement FPRA
  18. 18. ACHACH FPRA
  19. 19. ACHACH What does “deeper engagement” look like?
  20. 20. ACHACH Holy “engagement” Bat-man!
  21. 21. ACHACH Store traffic = Holy Grail
  22. 22. ACHACH #5: The emoji heyday is over (for brands) FPRA
  23. 23. ACHACH OK, so it works every once in a while… FPRA
  24. 24. ACHACH But, for the most part, this is what we get FPRA
  25. 25. ACHACH People are using emojis—A LOT FPRA
  26. 26. ACHACH
  27. 27. ACHACH
  28. 28. ACHACH Unfortunately, so are brands… • 59% of top brands tweeted using an emoji in Q4 2015 • 40% of top brands posted on Facebook using an emoji in Q4 2015 • 775% increase in emoji usage in marketing messages • Brands sent 145 million emoji messages in June 2015 FPRA
  29. 29. ACHACH And this is usually the result. FPRA
  30. 30. ACHACH #6: LinkedIn Publishing will help close the ever-widening chasm between employees and company leaders FPRA
  31. 31. ACHACH
  32. 32. ACHACH FPRA
  33. 33. ACHACH FPRA
  34. 34. ACHACH Why will more leaders start using LinkedIn Publishing? • LinkedIn still THE professional social network. • Little competition—especially among executive suite • Won’t generate reach of Facebook, but will reach the RIGHT audience. • Humanizes executives in a way other communications haven’t. FPRA
  35. 35. ACHACH #7: Relying on third-party vendors to produce podcasts FPRA
  36. 36. ACHACH FPRA
  37. 37. ACHACH FPRA
  38. 38. ACHACH Why will more brands outsource their podcasts? • Brands don’t have skill set in-house • Agencies aren’t offering/don’t have skill set either • Content more compelling when created by experts FPRA
  39. 39. ACHACH #8: More Pinterest. Less Snapchat. FPRA
  40. 40. ACHACH Why NOT Snapchat? • Few meaningful metrics • Not super-intuitive for brands • Hard for brands to do right FPRA
  41. 41. ACHACH Why MORE Pinterest? • One of better traffic-driving social sites • Long-tail traffic • Requires less time/energy to ”maintain” • More bottom-line results (intent to buy) FPRA
  42. 42. ACHACH FPRA
  43. 43. ACHACH #9: Expect more brands to start employing 360-degree photos FPRA
  44. 44. ACHACH Why hasn’t it caught on yet? • Still early • Brands think you need a 360 camera • Lack of perceived need FPRA
  45. 45. ACHACH Why will 360 pics eventually catch on with brands? • Easy—I mean, really easy • Richer, deeper user experience • Virtual reality—without the “virtual” and the ”reality” FPRA
  46. 46. ACHACH Bonus - #10: Feed-stopping interactive content FPRA
  47. 47. ACHACH FPRA
  48. 48. ACHACH FPRA
  49. 49. ACHACH FPRA
  50. 50. ACHACH 9 Social Content Trends • #1: Less is the new more • #2: The all-video newsfeed will become a reality • #3: Instagram will lose its ‘cool factor’ • #4: Live social video will lead to deeper brand engagement • #5: Emoji heyday is over for brands • #6: LinkedIn Publishing will help close the widening chasm between leaders and employees • #7: Relying on third-party vendors to produce podcasts • #8: More Pinterest. Less Snapchat. • #9: Expect more brands to start using 360-degree photos • BONUS: Feed-stopping interactive content will become more prevalent FPRA
  51. 51. ACHACH @arikhanson arik@arikhanson.com arikhanson.com (sign up for Talking Points) FPRA

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