There are over 2.5 billion active social media users worldwide and the number is growing at a rate of 9% a year. The advertising spend is rising even faster. social media spend grew 55% to $10.9 billion, up from the previous year's $7 billion.
Below are the trends in Social Media
Increase in paid social media advertising
it’s becoming increasingly hard to achieve results purely from organic social traffic. This year Facebook changed its algorithm which caused less traffic to be sent to content sites. Rather, the social media platform prioritises posts shared by friends and families, rather than those from publishers and brands.
Live video was another trend that took off in 2016, but it has so much more potential that it has yet to reach. There are already social media platforms taking advantage of this - Facebook Live, YouTube Live and Periscope Pro, to name a few, with Instagram recently releasing live video to US residents.
Facebook chatbots are one application of this revolution, as they rapidly gain popularity and provide a new tool for marketers to leverage. These chatbots are the incorporation of automatic chatbots within Facebook Messenger.
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The social web gave rise to global topic tribes.Bloggers created content on fashion, food and thousands of other niche passions. They also built loyal followers and advocates on Instagram, Twitter and Facebook. They constructed credibility and trust built on authentic content.