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6 Social Media Trends to Help Maximize Your Social Media Marketing Campaign

Discover six social media trends that can enhance your marketing campaign, including long-form video content, live streaming, and user-generated content.

By Kenny Goranson ・7 min read
Social Media

Social media has taken over the world. There are now more than 3.5 billion active users on social media, almost half of the entire human population.

Statista estimates that over 4.4 billion people will be on social media by 2025. Because of the popularity of social media and its prevalence in our everyday lives, the right social media campaign can positively impact your business's bottom line. Yet, while many people are familiar with social media, not all can use it effectively for marketing purposes.

To take it a step back, a social media campaign is any type of online marketing effort that uses social media to target specific audiences with promotional content. This content can include digital ads, contests, blog posts, photos, videos, or even interactive polls or quizzes. Social media campaigns can last from a few days to several months (or longer) and typically focus on one particular goal, such as increasing brand awareness or improving customer service relationships.

I’ve compiled six social media trends that will help you maximize the effectiveness of your next social media campaign. These trends give you a better chance of getting in front of your target audience and seeing success with your social media marketing efforts.

Long-form video content

Long-form video content is a great way to generate new leads and build your audience. 

Long-form video content refers to videos that have a longer duration than is typical for their distribution channel. They may last anywhere from a few minutes to over an hour. These can be live videos, podcasts, or videos providing in-depth content about your products/services.

A recent study by Animoto found that long-form content is more engaging than short-form, with viewers spending 50% longer watching a thirty-minute video than they do watching a five-minute video.

Additionally, video generates 1200% more shares than text and image content combined. While that stat is not specific to only long-form videos, it does provide a great idea of how much more effective videos can be for your marketing campaign.

Longer videos also have higher completion rates: On Facebook, videos exceeding 10 minutes garnered 79% of shares and 74% more views than their shorter counterparts.

Live streaming

Live video has been around for a while, but it's only now becoming an integral part of users' social media experience. 

Live streaming gives users a way to connect with others in real-time and allows them to share their experiences with others who can't be physically present.

When creating content on your social media channels, think about using live streaming as part of your strategy. 

Not sure how this might work? One example is using live-streamed events like Q&As or product launch parties as an opportunity to engage with fans and customers on a deeper level than other types of posts allow.

Live streaming also offers an opportunity for brands to promote themselves in real-time. Posting fun facts about the brand or sharing information about upcoming products can help increase engagement among followers while encouraging them to be active participants in the conversation around what you do!

User-generated content

User-generated content (UGC) is any content created by people rather than by brands. UGC is a great way to engage your audience and reach new people. It’s also a cheaper way to advertise since you can use your community to source your ad. It allows people to see how other people use products rather than how a brand markets specific products. 

UGC is more authentic than other content types, making it more likely that customers will share it on social media platforms. 

These things all contribute to making user-generated content an effective marketing tool for brands looking for new ways to reach their target market and can be used both on and off social media. 

To dive into how a brand might incorporate UGC into their marketing strategy, check out our blog post How YETI Made Coolers Cool.

Takeovers

A social media takeover is a form of influencer marketing that allows followers to see a different face/personality associated with a brand rather than the typical content posted in the account.

Takeovers are a great way to go viral on social media for two main reasons:

  • They’re an opportunity for your brand to reach a wider audience than usual, thus boosting brand awareness, product sales, etc.
  • The person or influencer taking over your account has a following of fans they can point to your profile. Takeovers help you expand your reach within the community you’re targeting (and hopefully beyond).

Takeovers bring a new voice to your brand, but you need to make sure the goals for the takeover are clearly defined. Only then can you find the appropriate creator to take over.

You will also want to set limitations for the person taking over your account. Include clear guidelines for what they can and cannot do during the takeover. You wouldn’t want someone acting in a way that will hurt your brand’s reputation.

Lastly, ensure there are no conflicts of interest between the creator/influencer and your brand by thoroughly checking their social media profiles before taking further actions.

Virtual reality

Virtual reality (VR) has been an idea for quite some time but was slow to take off. VR technology was just too expensive, and it required a lot of work on the content creator’s part to produce something worthwhile.

Nowadays, VR is here in full force: There are plenty of headsets available on the market today that work with mobile devices or computers, and they’re relatively cheap (at least compared to other technologies). Even if you don't have an immersive headset yet, you can still create memorable experiences for your audience by integrating 360-degree video into your digital marketing efforts, which for many, is where you will want to start.

Sixty-four percent of eCommerce returns are because the product doesn’t meet the customer’s expectations. New technology that allows businesses to augment reality could reduce this number by providing consumers with realistic expectations in their online shopping.

You can also use VR to provide realistic tours and demonstrations, or even showcase new products. Creating custom filters for your brand can not only give users an idea about your product but also can extend your brand’s social media presence when those using your filter share the content they create with it.

Cross-generational marketing

If you're looking to target different age groups, it's essential to know how people in these groups use social media platforms differently. 

For example, 29.5% of TikTok users fall in the age group of 20-29 years old. So, if you want your ads on social media to reach a younger audience, opt for a more colorful and visually-engaging ad design and choose TikTok. 

If you’re seeking an older audience, consider using a more muted color scheme with less animation in your ad creative while focusing more on Facebook, where over 30% of users are over the age of 35.

With this same concept in mind, consider Instagram as well. While millennials may find it appealing to see their favorite brands' posts on Stories, older generations may be more inclined to view your content when they first wake up every morning. Posting during the prime hours of 9 am and 12 pm each day will help ensure that everyone sees what matters most to them before doing other things.

So remember: targeting different age groups doesn't only mean changing how you engage with them via social networks like Facebook or Twitter; it also entails tailoring content specifically geared toward each group within those networks themselves, too!

Think outside of the box and adjust as you go

Social media advertising has evolved rapidly in recent years, and today there are many options for getting your business out there. To stand out, you need to think outside the box and use innovative methods that push boundaries.

Don’t be afraid of failing at something new. It can be challenging to try something different. It might not work the way you want it right off the bat, but don’t let this discourage you. Failure is an essential part of creating something new and innovative.

If an idea doesn't work out immediately after trying it once or twice, consider researching how other people have been successful with similar ideas before giving up. You may need to alter your strategy to see what works best for your brand. There is no “one way” to handle social media marketing. See what the industry leaders are doing and build off that if necessary. 

Don't be afraid of asking for help either. There are plenty of resources available online where people share their experiences with everything from social media marketing techniques tailored explicitly towards small businesses like yours. (Hint: The ShortStack blog is a great place to start!) So, if you find yourself stuck, then do some research online first before giving up completely--there may just be someone else who has already figured out what works best for them, too.

That’s a wrap

There you have it! Six social media trends shaping the marketing world.

As far as digital marketing goes, we'll see more personalization and automation to help brands connect with their audiences as we continue to move into the future. Privacy concerns will play even more of a role in how brands approach their marketing strategies, forcing them to be more innovative when gathering insights into their users’ data and preferences. 

As consumers become increasingly aware of technology's impacts on both society and the environment, businesses will need to adapt to keep up. By staying on top of these trends, you can continue producing successful campaigns for your brand

About the author

By Kenny Goranson ・7 min read
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Kenny is an integral part of ShortStack's small but mighty support team and brings a lifetime's worth of education and experiences to the table. He holds a degree in Marketing, a master’s degree in Educational Leadership, and has worked for organizations both large and small.

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