With a new year underway, many companies will be looking at how they can optimise their social media marketing strategy over the coming months; 2015 was an exciting year for social media, with a lot of new and innovative opportunities for connecting with audiences coming to the fore.
This year, connecting and engaging with audiences will continue to be a priority for businesses, with live video streaming set to be particularly popular, according to digital marketing agency E2M’s Social Media Manager Hiral Rana, writing for social media news website Social Media Today.
Video streaming is nothing new to the social media world, but until now it has been relatively small scale. In 2016 the use of video streaming is set to change as an increasing number of companies utilise live feeds to connect with people in real-time. This kind of video content will enable brands to grow an even better connection with their customers, particularly through ‘behind the scenes’ and ‘the face behind the brand’ videos. By connecting with customers through video chat platforms like Google Hangouts, for example, organisations will be able to have an immediate positive impact on people around the world.
However, it is not only business-to-customer companies that will be using more video streaming; business-to-business companies will use it too as a way to disseminate important and valuable data to both current and prospective clients. Live video streaming will offer them the chance to see how products and services work, and how they can be a benefit from them. Companies can show the real-time impact of their products and services, and the commitment of their employees, establishing a real and emotional relationship with clients.
Video hosting company Wistia recently used a ‘take a survey’ video to collect feedback featuring its staff doing The Hustle. They connected with their audience by showing their staff genuinely enjoying themselves. Similar projects could be done in real-time in 2016.
There are likely to be many other changes in social media over the next year, so Rana advise companies to reflect on what they have done in the past with regards to social media marketing in order to understand what needs to change and where resources need to be focused.