Posted by Sarthak Sharma on January 25, 2017
Social media marketing has come a long way since it took the world by storm in the mid 2000's. From beginning as a trend, it has become an essential part of a consumer’s life and a marketer's plan. The platform has been evolving ever since: every year, new developments and launches create new opportunities and challenges.
2016 was no exception. Remembering last year, it is hard not to talk about the Pokémon Go frenzy and how the world lost its political balance. However, the year belonged to the progression of the platform, through innovations, reforms and shutting the lights on the obsolete.
Last year, more brands entered the world of social media to understand their customers and provide a better experience. Social media platforms became more engagement-oriented, fuelling the craze of connecting and sharing; encouraging users to post more frequently and more candidly about their lives.
Overall, customer experience remained the main focus.
Let’s review the most impactful news which was noise worthy in 2016.
Acknowledging that "like" isn't the right sentiment for every occasion, in February, Facebook went beyond the ubiquitous thumbs-up button with a new way to express thoughts and feelings. The new feature not only improves user's ability to express emotions, but it has also been used to take surveys which has improved fan engagement.
TV Camera In Your Pocket
Facebook released a new feature, 'Live', in April which changed the rules of broadcasting, making it possible for the site's users to broadcast videos of almost anything to a huge audience in real time!
Read The Official Announcement
Tell A Story
Early August, Instagram introduced ‘Stories’, a feed of temporary content that is available for only 24 hours from the time of posting. The feature is nearly identical to the central feed in Snapchat, which is also called 'Stories' and which helped supercharge the company’s growth rate after it was introduced in 2013.
See The Launch Video
Put A Pin In It
Pinterest introduced Promoted Video Ads mid-August, allowing users to expand its existing, animated Cinematic Pins to access a full auto-play video ad with sound. Brands can display six Buyable Pins beneath each video as it plays to improve conversion compared to other platforms. Video content has been on Pinterest for many years now, but it has only now been available as an advertising vehicle thanks to its new native video format, which integrates seamlessly with the platform.
Read The Press Release
A GoPro For Your Face
Taking the social experience to a new level, Snapchat announced a pair of connected sunglasses, in September, called Snapchat Spectacles. The device can record video snippets that automatically save to your Snapchat Memories. The sunglasses feature a camera with a 115-degree lens, with the purpose of mimicking how humans see.
Read The Press Release
Tweet To Touch Down
In September, Twitter's first live broadcast of a National Football League (NFL) game reached 2.3 million users globally. The game, New York Jets vs. Buffalo Bills, marked the first time Twitter sold ads for live sports video. The average audience size watching the game on Twitter was 243,000 people with an average watch time of 22 minutes per viewer.
Read More About This Event
Remember The Vine
October brought the unfortunate news that Twitter was discontinuing the app that gave people six-seconds of internet fame: Vine. Vine was the only social channel that stayed true to itself, but it simply couldn’t stay ahead of the curve. Instagram made Vine obsolete when users realized they could have everything they wanted in one place, on Instagram. A sad demise.
Read The Details Of This Decision
Truth Trumps Lies
With the U.S. election, fake news became incredibly popular on social networks, such as Facebook, Twitter, and YouTube, as well as news aggregating services. In light of the damage done, Google and Facebook finally took steps to curb fake news.
Here's What They're Doing About It
Every year, we get an inch closer to connecting the world with social media. The consumers are embracing this dynamic world and becoming braver in sharing their personal life online. All the while, we marketers, are making all efforts to learn from it.
At BTI, we believe that there is nothing constant in the world of social media. That’s why our team strives to be ahead of the curve.