Les réseaux sociaux connaissent des changements rapides et des mises à jour sur les principales plates-formes. Voici sept tendances à surveiller à l’approche du nouvel an.
1. Plus d’argent publicitaire sera dépensé sur TikTok. Selon le magazine Fast Company, l’utilisateur moyen passe désormais environ 45 minutes par jour sur TikTok, ce qui est plus de temps que les utilisateurs des réseaux sociaux dépensent sur Facebook.
2. Facebook continuera à investir dans du contenu d’actualité de longue durée, mais avec un accent européen. L’offre de la plate-forme pour un contenu épisodique de longue durée ne montre aucun signe de diminution, ce qui conduit à davantage d’opportunités de publicité programmatique en milieu de cycle pour les marques.
3. Nous verrons plus de publicités dans Instagram Stories. La fréquence de celles-ci a augmenté ces derniers mois, au point que cela nuit même parfois à l’expérience des utilisateurs des réseaux sociaux. Par exemple, Instagram expérimentait une augmentation du volume d’annonces dans les Stories en testant des annonces successives de différentes marques.
4. Instagram poursuivra son déclin inévitable de la portée organique. Propriété de Facebook, Instagram suivra le chemin de sa société mère. La portée organique des publications continuera de diminuer, les marques devant continuer à payer plus pour accéder à la communauté qui les intéresse sur ces réseaux sociaux. Les dernières données a montré, en effet, une forte baisse de celle-ci, et cela va s’accélérer au cours des 12 prochains mois.
5. Les groupes Facebook offriront une grande opportunité aux marques. Ce réseau social modifie l’expérience utilisateur pour placer les groupes et la communauté au centre de la plate-forme, offrant ainsi une opportunité aux entreprises qui agissent rapidement et développent leurs propres communautés.
6. Twitter continuera d’offrir aux marques l’occasion la plus rentable de toucher de nombreuses personnes sur les réseaux sociaux. En effet, Twitter conserve sa valeur, malgré ses changements depuis sa création.
7. La moitié des marques lanceront ou vont prévoir de lancer leur propre podcast. La baladodiffusion permet aux spécialistes du marketing de créer des médias indépendants des algorithmes sociaux, et de modifier leurs offres sur les réseaux sociaux. Avec l’entrée au podcasting plutôt faible du point de vue de l’investissement, de nombreuses marques créeront des podcasts de marque. Beaucoup échoueront, mais les 20% qui y arriveront vont certainement cueillir les fruits de cette action.
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