5 social media predictions for 2015
he year is about to end and it’s time to announce our top 5 social media trends for 2015. Generating engagement will remain important, but analytics will become a main issue for brands. In addition, we will see the growth of social ads, the explosion of mobile and video and the likely end of Google+.
Prediction #1: Increasingly sophisticated analytics
Advertisers and brands will be more and more concerned about their return on investment (ROI) from social media and conscious that it is linked to engagement and conversion performance monitoring.
In 2014, LinkedIn, Twitter or Pinterest gave access to their social data by developing their own dashboard, and as for Instagram, an analytics platform is in the making. Digital marketing analytics expenses are expected to increase by 60% in 2015, marking a year of increasingly sophisticated social media dashboards with better metrics and KPIs.
Evalue analytics will become the first worldwide tool that monitors return on objectives, offering advertisers and brands real time, actionable and relevant social data. The results? Targeted digital marketing investments for a targeted engagement and a higher conversation rate.
Prediction #2: Social ads expenses will increase
Generating interest in one’s pages and publications through social media advertising campaigns will become a standard. Following Facebook and LinkedIn, Twitter has given public access to Twitter Ads last July. Instagram has recently made possible for a few chosen companies, to highlight some pictures in exchange for payment. Chances are 2015 will be the year that Instagram Ads become more mainstream. The same goes for Pinterest and its promoted pins. According to a BIA Kelsey’s study, U.S. advertising social media expenses are expected to reach 18 billion dollars by 2018.
Prediction #3: A turning point for mobile technology
Social media’s existence is mostly mobile related: users spend more time on internet via their mobile devices and half of mobile users access to their social media accounts on their phone on a daily basis. Social media and social advertising on mobile will continue to grow. According to Forbes, 87% of connected device sales by 2017 will be tablets and smartphones. It will no longer be about adjusting existing campaigns and their content for mobile devices, but thinking for those devices first and adapting for desktops or laptops after. Offering a positive and pleasant experience to mobile users will become the priority.
The Internet of Things: The Revolution has already begun and 2015 will witness the expansion of the internet of things. More connected than ever, objects can already communicate though integrated captors, exchange data and act automatically after analyzing any received information. Wearable technology (i.e. The Apple Watch, to be released in 2015) will spread to everyday objects. According to specialists, about 26 billion of them will be connected around the globe by 2020, and about 40% of worldwide data will be generated by communication between machines.
SCRM and digital marketing strategies will need to be cross-channel and multi-device based, where real time data will constitute real insights to feed and improve the customer experience.
Prediction #4: Video will become more important
It is a fact that brands are managing to capture less and less attention, while their target are expecting more quality content. It is not about uploading TV commercials on Youtube anymore. Short videos formats such as Vine on Twitter (every second, 5 tweets are sharing Vine videos) or GIFs on Tumblr offer new opportunities for brands. Marketing strategies will favor video above text or images. The most pertinent and targeted content will dominate screens. Companies that invest in video could see their shopping cart increase by 174%.
Prediction #5: The end of Google+ ?
Let’s be realistic. Google+ remains a mystery for many and is far from reaching the same popularity as Facebook, Twitter, LinkedIn or Youtube. Even though Google fails to create commitment on its platform, it is still necessary, even mandatory for some to join Google+ in order to improve their SEO rankings.
Joining the Google empire’s through social media can help with better referencing, searchability and creating relationships with people of influence and reinforce a company’s authority. However, this year, many signs indicate a possible end to Google+, like the departure of Vic Gundotra (leader of the Google+ project from the start) or the ability to open a Gmail or Youtube account without having to join G+.
What about you? What are your social media predictions for 2015?