In 2016, Twitter had refocused. It is no longer a social network, it is a news product – Something that CEO, Jack Dorsey, homed in on in a recent message to Twitter’s employees:
“Twitter is what is happening, and what everyone is talking about (literally!). News and talk. We are the people’s news network.
People choose us for news because we are the fastest. Fastest to get news, and fastest to share news with the whole world. Now let’s strive to be the first. The first place people check to see what is happening…..and the first place to break what is happening. In the moment LIVE, or a fast recap of what we know so far……what matters.”
Here are some highlights from Twitter’s 2016
Moments – Twitter Moments enable users to stitch together multiple tweets into slideshows – like stories.
Customer Support Features – Easier ways for businesses to provide support to their customers on Twitter.
Peer – Peer creates a safe, trusted way for people to share anonymous feedback
Magic Pony Technology – Advanced video upscaling, compression and enhancement
3 Twitter trends to watch in 2017 and beyond
1.Live content and broadcasts partnerships - Twitter wants to be the home of what is happening, and what everyone is talking about across the world. And through Periscope, we may see Twitter focusing more on trending videos and live streams during 2017, alongside with their broadcast partnerships with organisations like the NFL. For brands and marketers, this could mean a tonne of real-time conversation around the shows and events Twitter broadcasts live and open up opportunities for reactive content and adverts around events broadcast on Twitter.
2.Solving harassment issues – Twitter has long been plagued by harassment issues and with release of new “mute” product and policy updates, they have begun the steps to clean up their platform. On the product side, Twitter has enhanced its mute functionality by allowing users to filter specific phrases, keywords, and hashtags. Charlie Warzel explained more about this update on Buzzfeed:“Twitter’s new mute tool will go a step further, allowing users to mute entire conversation threads. This will allow users to stop receiving notifications from a specific Twitter thread without removing the thread from your timeline or blocking any users.
And according to Twitter, you will only be able to mute conversations that relate to a tweet you are included in (where your handle is mentioned).Twitter is also looking to add a new “hateful conduct” reporting option and make changes to its policy regarding how it deals with users who share hateful and abusive language.Whilst this one may not be so much of a marketing trend, it feels like a key thing to keep an eye on during 2017 to see how Twitter cleans up its timelines and makes the platform a more inclusive, welcome place for all.
3.More focus on customer service – Twitter has focused a great deal on enhancing customer support on Twitter for both brands and their customers, releasing a range of features to try and make the process smoother. Providing top-class support on Twitter has become a priority for many brands and I could see Twitter looking to give its business users, even more, tools to improve the experience during 2017.
Quickfire: Pinterest, LinkedIn, and YouTube
1.Pinterest Promoted Pins – In March, Pinterest opened up Promoted Pins businesses of all sizes. And if you are looking to grow your business through Pinterest in 2017, Pinterest Ads and Promoted Pins could be a great strategy. The data so far has been encouraging, too – showing advertisers who use the Pinterest Ads Manager received an average of 20% more free clicks in the month after the start of a Promoted Pins campaign.
2.Microsoft acquires LinkedIn – LinkedIn was acquired by Microsoft for $26.2 billion in June. As the only professional-focused social network that has achieved meaningful scale, LinkedIn is a unique asset for Microsoft and how the tech giant monetizes its ownership of the social network.
3.Branded content on YouTube – In the last year alone, the top 100 advertisers have increased their spend on YouTube video ads by 50%. That’s an impressive stat and shows the power of video for marketers and advertisers.YouTube has also seen an increase in brands partnering with creators on branded content opportunities such as product placements, promotions and sponsorships. To help increase the number of branded content opportunities available to YouTube creators and advertisers, Google acquired Famebit – a technology platform company that helps creators and brands find and work with each other.in 2017, I believe we will see creator and brand partnerships begin to flourish between YouTube and many other networks as marketers seek to connect with creators dedicated and passionate audiences in an authentic, non-intrusive manner.
So that was part 3 of my blog on where social media is going in 2017 and onwards. I hope you have taken a few interesting points and trends to keep an eye on in 2017 and beyond.
I would also love to hear about which trends and platforms you are keeping an eye on. What are the key trends you are predicting for 2017? What platforms are you most excited to use? Let me know!