In 2016 we @Gaddr started working with our creator users, social media experts and over 15 global influencer networks. Among other things, we have spoken with them on the topics of changing social media, new age of content creation & marketing, and the power & rights of social media creators.
As a result, we are introducing the most promising social media trends that the industry expects to grow in 2017 and beyond.
The first trend on the move now is the tremendous increase in creation and consumption of multimedia content. Video-focused platforms like YouTube have been leading changes in the industry shape this year, while media like Facebook have been prioritizing videos over other types of content.
Although YouTube has had live streams since 2011, demand for real-time content seems to have been catching up only for the last couple of years. This industry segment had had its own share of drama this year, with the shutdown of Meerkat and Facebook implementing live streaming on few of its platforms.
Influencer marketing experts emphasize that video and live content will grow even more in 2017. “Visual storytelling already rules the landscape and will continue to lead the way.” – says Danica Kombol, the Founder of Everywhere Agency.
Every day hundreds of new platforms start up, and every month there is at least one that grows and gains global attention. Finding people and content in all those networks and navigating across them is getting pointless. In 2016 it became possible to find everybody’s content from all channels on Gaddr.
Creators are sure that followers having them on Gaddr access their entire online persona: they read, watch and listen to content on creator channels any time. Social media creator Fredrika Akander thinks that for social influencers it is important to think globally. “You might be doing really well only on one channel but your growth on other channels can be restricted.” – she tells us. Fredrika explains that influencers in today’s reality should have a global profile which followers can always easily find.
In 2017 it will be possible to not only browse through all social content in one place, but even more – create and manage collections of content from different channels and people. And read, watch and play them depending on mood or occasion. Browsing through one social media portal to engage with any content all the while having your unified online identity with all your channels – that is the ease with which content is expected to be consumed this upcoming year.
With the accelerated growth and impact of social media influence comes the need in fresh solutions that put analytics in the epicenter of decision-making on social media. 2017 will definitely open up new potential for social media careers. Creators will not just monetize in more ways per se but have access to a more data-driven image of follower engagement with their content on all their social channels.
According to Georgina Rutherford, the Marketing Manager at Influencer Marketing Agency, in 2016 we still haven’t have the capacity to measure the effect of digital content. But the industry demand indicates that next year the analytic approach will be more possible in more ways, both by new and old players. It will enable creators’ maximization of the content that audience prefers on all creator’s channels. It will also be easier for creators to monitor the analytics from one place where followers engage with all their content.
With social media penetration comes the need of structural support for online rights. It is now as relevant as never – with stolen content and cyber bullying, and is even more important in the light of social media creation. Since blogging is the oldest form of organic online creation, there clearly have been blogger unions rising globally during the last decade. With many video creators gaining momentum right now there is a whole lot of problems in which they should also gain support. It comes in line with YouTube’s changing algorithms, monetization patterns that undervalue creators, and the fact that some influencer networks exploit creators through long-term contacts and high margins on their campaigns.
In 2017 there will be a viable complementary source of monetization for bloggers, vloggers, influencers in gaming, lifestyle and comedy segments, and starting talents in entertainment industry overall. It will mean more consistency in monetization on engagement that fans have with creators’ content across all their channels. This ties to the vision in which Gaddr will develop this upcoming year, when we aspire to bring social media creators more consistency, power and rightful monetization on follower engagement.
In 2016 virtual reality concepts and products have been gaining increasing attention of both the industry leaders and the public. The question left open is how long it takes before the penetration of VR content.
On the one side, the content consumption can get more affordable due to increasing competition and the influx in supply of VR hardware, which can rationally lead to the explosion in demand for this type of content.
On the side of content production, predictions are less viable. As for now VR storytellers are VR film power houses. But will it be possible for authentic creators to grow organically, as virtual social content will get more traction? Does it mean that social media creator of 2017-2020 will have a broader profile, and what will it include? Will the new influencer tools of 2017 be focused on creation and conversion of virtual content? And what new creator niches will we see as a result of more virtual content engagement?
“360 and virtual reality are the way into the future: we see a huge boost of households that have VR headsets. there is definitely more 360 and immerse content emerging,and it will certainly be interesting to see how talents adjust to that.” – says Will McFadden, Chief Creative Officer at World’s leading entertainment studio Collab.
Social media expert and the Founder of Social Fresh, Jason Keath is of slightly different opinion. Although he agrees that augmented reality is a very possible future for social media, he does not think there is a necessity for a VR headset supply to lead the trend. He implies that the Pokemon Go trend shows that there is no need for additional hardware for augmented content consumption, and that big social media will pick this up already in 2017.
These are the directions in which we @Gaddr see social media and influencer marketing potential headed in 2017 and beyond. Comment below with your thoughts and remarks!