The TL;DR January 22, 2018

TL;DR Bite-sized industry updates

This week we’re talking about surviving Facebook’s big shift, Instagram updates, and marketing trends to look for in 2018.

6 Loopholes to Survive Facebook’s Algorithm Change

By now it’s well known that organic page reach will continue to fall as the platform prioritizes people-to-people conversations over brand messaging. These six strategies may help brands make up for some of the lost reach. You can read the full article here.

The TL;DR:

  • Groups: Facebook groups naturally encourage lively discussion. If it makes sense for your brand to create or participate in groups, this can be a great way to get your brand name in front of a larger audience.
  • Instagram: With Facebook potentially stepping back as the leading social network for brands, Instagram could fill that void for brands in many verticals. Instagram’s feed is nowhere near as full of branded content, and there’s still a lot of room for marketers to advertise and engage audiences on this platform.
  • Facebook Ads: While this seems a very obvious suggestion, there are a few new things to keep in mind with your paid media on Facebook –
    • Focus your spend on a few “Unicorn” posts that show high engagement rather than spreading spend across many ads.
    • Take advantage of Facebook’s remarketing ads which allow you to put your content in front of people who have already been to your site, improving lead quality.
    • Utilize custom audiences – upload your sites email list and show ads to people who have already expressed an interest in your brand.
  • Facebook Messenger: People can opt-in to receiving updates from your company via Messenger. Utilize this to keep an interested audience engaged.
  • Other Publishing Channels: Consider setting your sites on other platforms that aren’t as cluttered with content such as Twitter, Medium, LinkedIn, and Youtube.
  • Build Your Own Brand: Refocus your marketing efforts on really understanding and engaging with your target audience in a way they enjoy. Take a long look and figure out what platforms and approaches truly work for the audience you’re interested in.

Instagram Adding New Tricks

Instagram continues to add more and more features to help their Stories offering compete with Snapchat. Read the details below and the full article here.

The TL;DR:

  • Text-Only Stories: Now users will have the option to choose a simple gradient background and overlay text rather than needed to take a photo. This will make it easier for users to share in the moment updates without worrying about imagery. The platform is also adding more text editing tools.
  • Stories-Specific Gif Library: Working with Giphy, Instagram is testing transparent gifs made specifically for stories, giving users even more freedom of expression.
  • Screenshot Notifications: Now you’ll get notified if someone screenshots your story.
  • Active Status Indicator: Users can now see when the last time someone they’re DMing was active by going to that portion of the app, telling them how long ago they were on the platform. This can be turned off, but if you turn it off you won’t be able to see active status indicators of your friends.

16 Marketing Trends That Will Dominate 2018

January is a month full of marketing predictions, and these sixteen are likely to only grow as the year progresses. You can see the list below and read the full article here.

The TL;DR:

  1. Interactive Content
  2. Chatbots
  3. Mobile Video
  4. Marketing Automation
  5. Livestreaming
  6. Consumer Generated Marketing (UGC)
  7. Influencer & Micro-Influencer Marketing
  8. Short-Lived Content
  9. Mobile-First Strategy
  10. Virtual & Augmented Reality
  11. Native Advertising
  12. Purpose Driven Marketing
  13. Data Driven Marketing
  14. Dark Social
  15. Social Media “Buy” Buttons