6 Social Media Trends That Will Impact YOU in 2014

“Social media is a two-way street.” We hear it all the time, but do we really believe it? Do we actually think that the users we’re trying to reach can affect our brand, image, or company with as much force as we affect them?

If you’re not a believer in the social dualism, I’ve got six reasons why your social media strategy needs to wake up to the reality that users and your inaction can be just as powerful as you and your action.

#1 The Hashtag Bubble

As hashtag usage spirals out of control, away from its original intent, you better get control of your hashtags. RadiumOne, a programmatic advertising firm, published the following survey results:

• 58 percent of survey respondents use hashtags on a regular basis
• 71 percent of hashtag users use them on a mobile device.
• 51 percent of people would use hashtags more if they knew discounts were involved.

Plus, RadiumOne notes that over half of all 2013 Super Bowl ads contained a hashtag reference. 2013 brought hashtags to Facebook, and all evidence suggests that usage will only continue to grow. If your company isn’t currently promoting a hashtag, you might want to consider this element of your social media strategy.

#2 Keep an Eye on Social Platform Start-Ups

It’s unlikely that any new social media platforms will usurp the Big Three (Facebook, Twitter, and Google+) in 2014. But new social media platforms outside this sphere can be extremely powerful. Take 2013’s Instagram video and Vine, two platforms that a few companies who knew what they were doing were able to ride into success. Check out Content Marketing Institute’s write-up for examples.

Top 8 social media platforms, according to Wikipedia figures.

The truth is, if your target audience is using a platform, then that’s where you need to be – no matter how small or new the platform.

#3 Cut Your Losses With Ineffective Platforms

Last year, Edison Research found, “74% of Americans are unfamiliar with the concept of checking in to a location via mobile device, and only 3% have ever checked in.” That figure’s down from 4% in 2011. It seems Foursquare is one of many platforms (the QR code, anybody?) that’s losing its charm. Instead of trying to awkwardly force users into engaging with you on these social media platforms – because they won’t – cut your losses and put your energy somewhere else.

#4 The Visual Web Is Getting Bigger

Visual web content is where it’s at in 2013, and that trend is likely to grow next year. As Jeff Bullas points out, Pinterest and Tumblr are the two fastest growing social networks online, and both are based on visual content.

Here’s an off-the-cuff shortlist of grid-style, image-centric sites:

• Instagram
• Pinterest
• VSO CAM
• We Heart It

As Om Malik writes, the web – especially ecommerce – is going through a Pinterest-ization phase, conforming to the popular grid style. Consider how users’ expectations for strong visual content will affect your social media strategy next year.

#5 Native Advertising Like You’ve Never Seen It

As I pointed out in August, publishers are using native advertising to get some pretty incredible results. Jonah Peretti, founder and CEO of BuzzFeed (the leader in native advertising), recently announced in an internal memo, “We’ve gone from zero revenue four years ago to a profitable company with over 300 employees. We’ve become the leader, and primary innovator, in social content advertising. Last year we ran 265 programs and this year we will do between 600-700 with more than half of the top 100 brands.” (emphasis added) If paid advertising is a part of your current strategy, then you can’t afford not to include native advertising in 2014.

#6 Think Outside-the-Box Advertising

Speaking of advertising and social, ads are becoming social, connecting people in the same room or car (76), as well as people from around the world (Corona). Check out other creative mobile/native ads at Business Insider. Again, users are coming to expect this type of communication; it’s up to your brand to deliver in order to get them to listen.

What trends do you see shaping up for 2014? How will your social media strategy adapt to fit those trends?