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BizReport : Social Marketing : December 19, 2014

Top 3 social trends to watch in 2015

As quickly as mobile and video are changing, the social landscape is also changing - and influencing those sectors of the online space. One expert believes savvy marketers can gain from social media in 2015, if they are prepared.

by Kristina Knight

First, Marketers will begin leveraging YouTube

"Marketers will begin leveraging YouTube as a key medium within their mix. For too long, it's predominantly been a place to play TV commercials, and has been ignored by most marketers. But the opportunity for long-form content and performance targeting, in addition to YouTube's ability to develop custom features to make a unique and exciting video experience for consumers," said Eli Singer, CMO and CSO, Engagement Labs.

Second, niche social will become mainstream.

"Marketers will fork in their efforts - some will be doubling down on the main social sites of Facebook, Instagram, Twitter and YouTube, while others will begin to shift their efforts to more niche sites such as Reddit and forums. The direction brands go will depend upon their sophistication as it regards to the space, as well as their social media budgets. It also depends upon how they use the medium, whether it's for broadcasting purposes or engagement and community building," said Singer.

Third, ad make-goods will go digital

"As automation and algorithmic targeting and buying improves, we have seen people find ways to cheat the system. In 2015, brands will begin to establish a proper performance measure that will allow them to audit the activity/value of their ad buys for all platforms. Just like make-goods in broadcast media, we will need to start seeing the same in digital," said Singer.

Image via Shutterstock

Tags: Engagement Labs, social marketing, social marketing trends, social media

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