to keep an eye out for in 2017 1

Personalized & Segmented Content 1 By segmenting the audience into smaller groups, brands are able to deliver content that will resonate better.  2 Differentiated messaging can be achieved through segmented email lists and in-app messaging, as well as paid advertising on social networks.  3 A simple method is to produce different content for different networks: LinkedIn, Snapchat and Instagram all have their own demographics and unwritten rules. 2

Increasing Multimedia Content 2 4 The power of video on Facebook results in 500 million views. Pokemon Go showed us the possibilities with augmented reality. Content has become increasingly visual. GIFs are becoming popular, with Giphy. 1 3 3

The Rise of Paid Promotion and the Decline of Organic Reach Instagram’s reasoning says that as the photo-sharing app becomes more popular, there is simply too much content being published, and people miss what matters to them. By introducing an algorithm, the feed is “ordered to show the moments we believe you will care about the most.” Instagram wants to keep people engaged and on the site. But it has a side effect: much like Facebook before them, it allows Instagram to curate what goes into feeds. This introduces the possibility of reduced reach for brands that don’t pay. The changes brought about by Facebook mean that organic reach is greatly reduced from 15% to as low as 2%. 4

Mobile First, Second & Third 1 Google has introduced Accelerated Mobile Pages, a light version of a web page that will load ultra-fast on mobile. 2 The search giant also announced recently that they are soon going to index the entire web using a mobile first index. 3 Brands will need to continue to put mobile first and think about the handheld experience when creating content. 5

The Changing Face of Influencers Brands are starting to realize that their budgets might be better spent recruiting 20 micro-influencers who have a genuine relevance to the brand, rather than using one mega-influencer. Influencer marketing will continue to mature, as the struggles with reaching people organically, and the rise of ad blockers means brands will need to use influencers as part of their distribution strategy. 6

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