2016 Trends: Video, Work Messaging

January 4, 2016

[tongks images/corbis]
[tongks images/corbis]

Social networks will storm the workplace in 2016, Hootsuite CEO Ryan Holmes predicts for Fast Company.

Teams at NASA are reportedly communicating with the messaging app Slack, which offers themed chat rooms and searchable archives, while “Facebook at Work” is in trial mode at select companies. Social messaging on services like WhatsApp remains murky territory for marketing purposes, but messaging is emerging as an important channel for one-on-one customer service.

Holmes, whose company sells a system to manage social media, writes that 90 percent of U.S. companies are active on social networks, and more than half say that their social media efforts are boosting sales. But many still struggle with reaching an audience.

In the New Year, more companies will turn their employees into marketers, encouraging workers to share company content on their own social media accounts. By one recent measure, users engage with brand content that employees share eight times more than with content that brands share directly.

Advertising on social media will increase in 2016, with posts that “look and act a lot like normal updates from friends and followers,” targeted with increasing precision by age, gender, interests, location, company affiliation, role and other characteristics, Holmes predicts.

But the big story in social media will still be video, with 70 percent of companies already saying that it’s the most effective tool in their online marketing belts, thanks to new technology that lets them create and share video more easily and at lower cost.  

Greg Beaubien

Greg Beaubien is a frequent contributor to PRSA’s publications.

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