Social Media Trends for 2017

By Stacia Goodman

Without question, social media feeds have become increasingly cluttered. It seems like every brand is jockeying for consumer brain space. But you can take steps to increase your chances of standing out.

Below are some social media trends to help your efforts gain a foothold in 2017. If you take one thing away from this post, it’s this: Consumers want more authentic, honest, real-life engagement. That means less corporate speak – and, when fitting, fewer super-polished corporate images.

Tips and Trends to Consider

  • Don’t overpost on Facebook. It’s still the number one social media driver (Pinterest is second), but overposting is out. Case in point: Mega-marketer Target had only 84 Facebook posts in 2016.*
  • Don’t fall prey to emojis and “snackable” content. Longer-format is fine, if content is interesting and beneficial to the reader. Today’s SEO rankings are driven by relevant content (sans keyword stuffing) that meets user intent.
  • Don’t be afraid to recycle content. If you have longer-format content – perhaps a helpful infographic – deconstruct it into a series of posts among content distribution channels.
  • Don’t limit LinkedIn to just company profiles or job postings. Use LinkedIn Publishing to reach target audiences, including employees.
  • Don’t underestimate the power of PR in HR communications. Use multi-channel methods to recruit and retain the millennial workforce who is tiring of heavy-handed corporate communications. Instead, convince them to open your posts.
  • Don’t rely too much on Twitter. It’s been dying for some time. Use it only for crisis communications, but not to drive traffic.
  • Don’t discount human communication. People are tiring of chatbots and want real, personal interaction.
  • Don’t insist on perfection. Straight-talk blogs are on the rise. So too are social-ready images (think reposting casual photos submitted by customers). Glossy, professional shots have their place, but keep them, well, in that place.
  • DO audit your social media efforts to see what’s not working. Then consolidate your platforms. Quality over quantity rules.

Need help getting your foothold in today’s chaotic communications arena? Contact Activated Growth. We can map your way.

(*Thanks to Minneapolis-based strategist Arik Hanson for providing this statistic and other helpful insights during his seminar “Social Media Content Trends,” Jan. 27, 2017.)