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What To Expect On Social Media In 2019

Last week Buffer released their ‘State of Social’ report, and I wanted to delve into some of the parts that interested me most, and what we might expect to see on social media from brands during 2019.

Stories Are Here To Stay

Are you using Stories in your social media campaign? If you’re not right now – you should definitely consider it throughout 2019.

Start small by incorporating stories into your organic social media content strategy. They’re an excellent way to show off your company culture without shadowing your product. Birthdays, drinks, events, whatever’s happening within your team which demonstrates your core values, there’s an opportunity for a story.

Buffer found that 57 percent of brands believe that stories have been “Somewhat effective” or “Very effective” – this could be you!

57 percent said Stories were
How effective Stories have been in social media strategies by Buffer respondents

Think about your ad copy – would it lend itself to a Story ad? It’s now quick and easy to run Story ads on Facebook and Instagram. A good way to start is to run a quick test campaign (with content optimised for Stories!) to compare your results to a normal campaign. See what the results are and see how your audience reacts.

Influencer Marketing Has Taken Off But You Need To Be Wary

Are you familiar with influencer marketing? It’s the new “in” thing, but it’s important to tread carefully. Influencer marketing can be extremely powerful and help you sell out a brand new luxury festival (shout out to the Fyre Festival documentary on Netflix) however, you need to be sure of your desired result and most importantly ensure you can measure and define if your campaign has been successful.

The majority, 45.2 percent, said they found influencer marketing
How effective Buffer’s respondents found influencer marketing for their business

In Buffer’s findings, the results varied quite dramatically with 45.2 percent finding influencer marketing “Somewhat effective”, 23 percent saying they were “Uncertain” about the results, and 23 percent saying their influencer marketing had been “Very effective”. I think this demonstrates that with proper planning, including goal definitions and tracking (affiliate links and analytics are your friends!) you can expect very good results. However, if you do not have the time or budget in place to set this up, it’s better to allocate your marketing effort elsewhere.

It’s worth noting that regulations surrounding influencer marketing are currently very unclear, this is supported by 44.8 percent of Buffer’s recipients in their study finding regulations “Unclear”.

Influencers themselves have also expressed their confusion with the system and when it’s appropriate to use “#ad” or “#spon” to avoid breaking the law. Lydia Millen, UK blogger and YouTuber, wrote a post all about her dealings with the ASA (Advertising Standards Authority) and how they are now working directly with influencers to create clear guidelines.

IGTV – A Lost Cause Or An Opportunity?

IGTV can be described as a bit of a flop for Instagram. Launching in June 2018, users didn’t take to the new platform as quickly as Instagram may have expected. In Buffer’s report, they found that 87.8 percent of respondents were not using IGTV, and 71.9 percent weren’t’ planning on creating content for it during 2019.

71.9 percent of Buffer's respondents said they would not be planning on creating content specifically for IGTV in 2019.
71.9 percent of Buffer’s respondents said they would not be planning on creating content specifically for IGTV in 2019.

You can view this in two different ways, either IGTV is a dead end, or there’s an opportunity for your brand to break through and with the right content dominate the platform.

Currently filled with influencers creating short, sped up “get dressed with me” outfit compilation videos, there is definitely a market for fashion content at least. There’s an opportunity to tie fashion brands and influencers together, collaborating on these low-fi videos and securing their presence on the platform.

The key is to keep them short and to the point, even with the extra time available as opposed to a regular story, and looking for what Stories are currently performing well with your audience. Take these as ideas of where to expand out into videos.

These are some of the key findings I took from Buffer’s report, and how I think we can all utilise these stats to improve upcoming campaigns this year. I’m intrigued to see if there will be any major platform alterations this year, and if there are, look forward to adapting my campaigns and see what works best with audiences!

Becca Holloway

Becca Holloway

Social Media Consultant

Becca is a social media consultant at Base Creative and has coordinated Sharing Social London meet-ups since launching in early 2018.

I’ve got plenty to say

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