The “last click wins” idea is a thing of the past and retargeting has really become common practice. Today we have the opportunity to accompany consumers through the actions that lead up to the main conversion. If, for any reason, you don’t have re-targeting in place, this is the first thing you need to tackle.
15-second (max) snackable video ads for your story or brand. Make your videos as short as possible. And don’t forget about your branding: it should appear in the first 3 seconds. Remember, if you don’t like branding, you shouldn’t be in advertising.
This brings us to TV copy and video. These days, every production unit should keep in mind social media when working on new TV copy. I believe that there will be a shift in the months to come. The focus will move to social video and TV will become secondary. At the moment, TV still leads the pack (when it comes to production budgets & brand guidelines).
Will bots be taking over social consumer care? And how will this affect the roles of community managers and service centres?
No one likes to wait for hours when calling customer services. But will changing call centres into chatrooms solve any of the issues? Artificial intelligence has the capacity to perform better than call centres, but it can’t solve everything.
Brands need to find the golden ratio between what bots can do and what requires a human touch instead. This is especially true in the early days of such technology, with consumers unused to bots: we all know that people don’t accept change very quickly…
Check out techcrunch.com for more info
Will 2017 be the year when virtual reality makes a quantum leap into social media? Or aren’t we quite there yet? Don’t get me wrong: I’m really passionate about VR. But to use it in social media with the latter in its present form… I’m not so sure we’re ready.
Social media is all about interacting with your peers (or brands of course). Those interactions happen in micro moments. And then you have these really geeky looking goggles to wear.
I would love to watch sports in VR, and for this to occur via, for e.g., Facebook, would be OK with me. It would make the experience more exciting and really intimate, but that could also occur through 1,000 other platforms.
Having VR meetings & calls via the Facebook platform is GREAT. But the goggles still bother me slightly. You get the job done without the goggles, right? I’m awaiting the first results of the DEVS platform opened by Facebook with keen interest – who knows where that might lead us?
One VR platform I really like is altvr.com. It’s a sort of Second Life platform for VR. You can do literally everything together. E.g., watch Netflix, have a meeting, play games, etc. Today it’s all based around avatars, but it feels natural and natively-built. Go check it out!
If you have your fan base on Instagram, it makes sense to stay put. But if you’re starting from scratch, then you should think twice about the platform to choose.
Since last summer, Instagram has almost the same functionalities as Snapchat. But Snapchat is still more authentic. This might be one of the reasons why it’s preferred by some of the younger target audiences.
Filter options in Snapchat offer more possibilities than Instagram’s options. It makes the experience more fun, more in the moment and more intimate. Branded lenses give your brand that something extra.
What should you choose for your brand or project? It’s really up to you. And what will happen when Snapchat goes public?
Nobody knows, but I’m excited about it and really looking forward to 2017.