Social media is evolving fast and more big changes are on the horizon for next year.
Here’s what to keep an eye out for and how it could impact your social media experience.
The end of likes
Well, not entirely, but the use of likes and emoji reactions are set to change in the future. With the powerhouse Facebook trialling removing counts from select Instagram profiles and soon on the flagship product itself.
They postulate this may help address the growing concerns over mental health and social media proliferation of negative self-image. It may also be a somewhat cynical move to enable the business minded gamification of likes at a later date. Whatever the reason the literal ‘faces of social media are sure to be changing tac in the next year.
The users in the early internet era were highly engaged, butfor the most part separated into small communities of forum users. The rise of social platforms ended that, pushing everyone into multiple huge sets of online groups, which gave us better interactivity but far less identity.
As big platform politicking, unreliable algorithms, and the fear of fake news have grown, there has been a move back towards smaller, dedicated social networks where there is a feel of being more in control of the experience and personal data. Messaging apps and private areas within other platforms will continue to grow in popularity. With a continuing cycle of over-population followed by exodus to other platforms likely following in the coming years.
Facebook has suggested for years that Virtual Reality was where it wanted the platform to move in future, which lead to its purchase of Oculus Rift in 2014. While that dream is still somewhat unrealised for the public, they have announced plans for Horizon, an envisioned huge user focused virtual world for multi-user interaction. Frequently referred to as the real-world equivalent to Ready Player One’s Oasis, it will likely be much more centred towards social interaction than a useable alternate reality. The beta test begins within 12 months.
Augmented Reality, already a mainstay of Instagram and Snapchat filters, looks likely to only grow in relevancy, though most notably we can expect more marketing application of AR in social advertising with utilities like Snapchat’s Geofilters being a great example.
Having maligned algorithms earlier this one could be surprising, but Artificial intelligence and machine learning are at a point where simple tasks can be performed pretty reliably. In 2020 bots and new forms of machine agents will become more widespread and visible in many of online communities.
They may well be used simply as help guides, finding information and people we may want to see, at its core, a hyper sophisticated ‘people you may know’. In the background programmes like these will keep evolving to moderate and analyse our interactions both for greater content awareness and eventual marketing efficiency.
The Fake News Cycle
The growth of technological masterpieces like mo-cap avatars, virtual influencers, deep fakes and politicised misinformation campaigns means what should and should not be in the media will be continuing to change in the next year.
We are yet to see a truly ground-breaking marketing manoeuvre using fake content as its corner stone, but you can guarantee anything that gains consumer engagement will soon be used for this purpose. Likewise, celebrities will start investing heavily in ways to both sell and protect their digital visage.
E-commerce, specifically the Facebook marketplace and apps like Shpock will grow ever more possible in our social arenas, moving past traditional digital shopping with their ability to monetise connectivity and sharing experiences.
A new Instagram storefront is likely to blossom exponentially taking its no nonsense rich image filled profiles and becoming a socio-digital sales portfolio of sorts. The afore-mentioned bots and personalisation algorithms will extrapolate the platforms’ user data and habits into more consistent and relevant ‘other people bought…’ etc. sections.
More legal scrutiny
The unfortunate backdrop to all of the above is the fact confidence in social media as a whole has been soundly tested of late. Privacy, digital surveillance, advertising data protection, abuses, failed unhealthy media mediation, and much more have all taken their toll.
The sad news is this is unlikely to be going away any time soon and even with government mandates and new in-house programmes in place to tackle issues, we can expect more regulatory moves and a glut of cases in the courts. The silver-lining? As more regulation happens, and social as a whole grows and spreads, businesses will take note and hire far more staff to control their online presence. A win if you’re looking to become a social media expert…
Often some of the hardest businesses to make great digital marketing process work for are the ones that have geographical audience limitations. How can we effectively advertise for a hyperlocal business who only want their effective marketing reach to extend to the edge of their village? The usually accepted answer to this is persistent but subtle strategy to as much of the populous as possible, creating as many touch-points as possible with everyone. All well and good, but in reality, the efficacy of typical ad campaign likely won’t achieve desired results, that’s where geofencing comes into its own.
Geofencing as a concept is not necessarily a new concept. If you’ve ever been to a supermarket and noticed the trolley has magnetic wheels you’ve definitely been through a type of geofence. They can be best compared to – a virtual ‘movie laser grid’. In more detail geofencing is service by where an app or other software uses GPS, RFID, Wi-Fi or mobile data to activate an action when a mobile device or RFID tag enters or exits a virtual location boundary.
While the majority of this blog will concern itself with geofencing’s application in the marketing industry it does have a lot of other uses within a vast range of businesses. They can be used to both interact with digital devices and monitor movement inside or between different fences. Some push messages and notifications to phones; others allow for the automation of business timekeeping; the checking in and out of company property; and some of the most common are used at logistics handling companies to track packages and provide real time data to their customers.
So, how does it work and what can it do for your hyperlocal marketing strategies. Well in simple terms making use of a geofence requires a software/app developer to create a virtual boundary around a location in a GPS or RFID-enabled application. This may just be a ring pulled out around a location on Google Maps, integrated with APIs, when developing their app. This digital fence will then trigger the programmed response when a location-service enabled device enters, exits or stays in that area.
The marketing application of all this is the last piece of the puzzle. The programs that run this sort of software can enhance visibility to the audience in the targeted area exponentially. Social media has become a much bigger player in the marketing ecosystem and takes full advantage of geofences with its advertising arrangements: Snapchat has its geofilters, that can add visible branding to consumers images when they are near certain participating locations; Facebook and Instagram use geofences to allow their stories and posts to be location tagged, visible to billions; and most social media with the capability to display advertising use geofences to allow better targeting of its platform users content. Push notifications are a fairly consistent part of the current mobile application infrastructure. The worst thing to be in marketing is forgotten, even if your marketing message isn’t visible it’s better to be in the consciousness of those you want to appeal to; so some applications use push notifications when people travel near points of interest to re-engage them. The fences can be used to engage with audiences or crowds at events allowing messages to be distributed or coordinated mass social media interaction, a very cost-effective way of reaching those already in the vicinity of the business.
The key things to consider before undertaking a geofencing project are:
- Know your audience, it’s all well and good to put up a fence around your business to retarget the customers and sales you’re missing out on, but if your goal is improved foot-fall the likelihood is the customers are not passing your location in the first place. Geofences can be set up anywhere, learn your target market and their habits, those places are the key locations for you, not necessarily your front door.
- Test different things, if your geofences don’t seem to be having the desired effect the ability to move them does exist! Starting out small is always the best way, maybe just a medium sized ring around the location you selected in from above. But things change, audience habits can shift due to the smallest of factors, and it is very unlikely to find your ideal location first time so starting small, A/B testing and progressive upscaling are key to a successful strategy.
- Stick to the point, one of the key limitations of geofencing and push notifications is their impact. Notifications are often limited to around 100-150 characters so making an impact in each and every message, as well as using great marketing first principals regarding calls to actions etc, are absolutely essential. Be direct, but interesting and incite engagement before a confirmatory ending that draws the recipient further into your process.
Geofencing is a great, and currently under-utilised, tool for the marketing community, but its popularity is growing at a great rate, now is the time to consider how it could help you.
The term ‘hyperlocal’ in regards to marketing, seems as though it’s a newly thought out term to describe marketing in the modern day. However, what it really means is local advertising, which of course has been around since the beginning of time when advertising and marketing relied on word of mouth alone.
When a business advertises itself as hyperlocal, it simply means they are targeting local people- there is nothing more to it than that. The confusion, though, comes from traditional means of marketing such as leaflets, flyers, television ads, which tend to target less specific, wider audiences without focusing directly on highly targeted potential customers. For this reason, targeting specific groups seems brand new, and therefore to some people, seems like something unnecessary as businesses haven’t needed it before. The truth though, is that targeting specific markets relevant to your product or service is crucial to a successful campaign- how do you expect to generate more customers if you’re not targeting the right people?
This is where SeeLocal can help. SeeLocal is a local online advertising platform . We specialise in targeting specific audiences in business’ local areas, creating and distributing bespoke ads across a series of large online networks to defined audiences within target locations and postcodes. A common mistake people make when advertising, is if the way you deliver your content doesn’t need to change depending on whether you are targeting a wider or localised community. We understand the difference, and have expertise in approaching and gaining interest from local customers as a result of our campaigns changing the way businesses advertise online.
To be a successful hyperlocal business, it is important that not only are you targeting the right people effectively, but that you have a good landing page for when your ads generate traffic to your website. SeeLocal have expertise in creating successful landing pages for a wide variety of clients. Your landing page needs to be neatly laid out, easy to navigate and show your business and products off properly.
Another aspect of hyperlocal marketing to think about- even if you are a small business, you will not be focusing on hyperlocal marketing forever. Ultimately, the aim is to grow as a business, and to generate brand awareness from a wide variety of customers from different places, right? Keep this in mind as you go along, as the problem many businesses then have when they have been successful in the hyperlocal marketing is that they don’t know how to move forward from it. Don’t be shocked when your business starts to grow- that is, after all, the whole point of marketing.
If you are interested in a hyperlocal marketing campaign with us, Contact Us– we’ll be happy to help