Three Ways to Update Your Social Media Strategy in 2018

Three Ways to Update Your Social Media Strategy in 2018

For brands to stay ahead of the social media marketing curve, it is essential for them to update their social marketing strategy. Here are three ways brands can update their strategy to ensure they remain relevant on social media in 2018.

As 2018 kicks off, brands are revitalising their strategies to align with this year’s social media marketing trends.

Here are three trends marketers need to consider as they renew their social media strategies:

1. More video in social media

Video, in comparison to images, continues to have a large impact on consumers in 2018. Whereas images initially create awareness, a video grasps and holds the viewer’s attention. This is because the information provided by a brand in a video is absorbed very quickly. To do the same, an image would have to contain a large amount of text – which can overwhelm the consumer.

An affordable solution

Video on social media also allows brands to market their products in a way that is affordable, as they can be created without expensive equipment. This form of marketing is cost effective and has the potential to reach to a large number of consumers who form part of a brand’s target audience.

You can make these videos cost-effective by using affordable online editing tools, some of which are free of charge. You can also get away with using cheaper equipment than professional videographers. Social Media Examiner suggests trying out the camera on a smartphone mounted to a basic tripod.

You can also set up a studio for shooting videos without breaking your budget. Basic lighting kits are available at reasonable prices. In terms of sound, you can purchase a microphone that can plug into a mobile device, or use your standard smartphone.

Make sure that when you are using the smartphone that you are in a quiet environment, with no distracting sounds, in order to avoid unwanted background noises or distortion.
To learn how to shoot videos with your mobile phone, follow these tips shared by media update.

Mobile-friendly is a must

A recent Wordstream article by Mary Lister explains that “almost 80% of time spent on social media platforms happens on mobile”. This means that brands have to ensure that the videos they’re sharing on social media are mobile-friendly.

Find the right quality

Social videos need to be of a high standard, As users often skip a video if the sound quality is poor, or too loud. The same goes for the video quality, where the resolution needs to be low enough to avoid taking too long to load, but also high enough to avoid displaying pixelated.

Each platform has its own specifications for videos, including the dimensions, ratio, file size, recommended formats, frame per second and video length. Consult online sources to make sure you have up-to-date specifications.

Keep in mind that some social media platforms might reduce the quality of the videos you upload. Experiment with a variety of video resolutions on each network to find the quality that works best.

Know where to start

Facebook’s platform user base grew to over two billion monthly users in June 2017, which was 500 million more than the second largest social network, YouTube. Because Facebook has an extended reach and more users than other platforms, your videos are more likely to be viewed on Facebook than on other social platforms.

2. Influencer marketing

The rise of fake news in 2017 caused a shift in consumer trust, meaning brands need to find new ways to connect with their consumers in 2018. One way to do this is through influencer marketing.

To be successful in influencer marketing, brands need to have a strong knowledge of social media as a marketing tool. Build your knowledge by hiring a social media specialist or community manager. You can also upskill your team through a number of online social media marketing courses.
To be successful in influencer marketing, brands need to have a strong knowledge of social media as a marketing tool.
One of the most important concepts to understand when it comes to influencer marketing is the different subgroups of influencers, namely macro-influencers and micro-influencers. This will allow your team to identify which type of influencer will be best suited to your brand.


Macro-influencers, like celebrities, are powerful online trendsetters that have a large following and can reach millions of fans daily. The advantage of using a macro-influencer is that they already have a large following within their niche market.

South African radio host Bonang Matheba, for example, has 2.65 million followers on Twitter. She has been a brand ambassador for Revlon and promotes the brand on social media.


Micro-influencers generally have a smaller following than macro-influencers. Where macro-influencers have a following of hundreds of thousands, micro-influencers have a following of 1 000 to 30 000 users. Some definitions put this figure at 1 000 to 10 000.

The micro-influencer also speaks to a niche demographic, which makes their audience easier to target. Micro-influencers often serve their social media communities with information about a specific topic.

For this reason, they often only promote products that are highly relatable to them and their lifestyle. This makes their affiliation to the brand they are advertising more authentic and their endorsement of the product more trustworthy.
Read more about micro-influencers in our post Micro-influencers are Changing Marketing for the Better.
Consider investing in a social media monitoring service like amaSocial to find these influencers. Once you’ve set up an agreement with the influencer, you can use the monitoring tool to measure their performance against the goals you’ve set for them.

Social media monitoring services can help businesses identify social media users who engage with their brand. This information can be useful for companies investing in influencer marketing. These tools also allow brands to track the posts published by influencers and to monitor their engagement.

3. AI-powered chatbots

The rise of AI, including AI-powered chatbots, will continue to make its impact on social media marketing in 2018. Chatbots have already made headway in various brand campaigns, such Knorr’s Dinner on Demand, which provides recipe suggestions to consumers via Facebook Messenger.

Find out which chatbot suits your brand in our post, Five Types of Social Media Chatbots that Boost Business.

Chatbots have revolutionised customer service for many reasons:

  • Millennials and Gen Xers consistently make use of social media, making them easier for brands to target. According to an infographic by information technology solutions firm acuvate, “59% of millennials and 60% of Gen Xers have used chatbots on messaging apps”;
  • A faster response time, which is made possible by chatbots, increases the credibility of a brand, and can also improve the quality of its customer service. The infographic reveals that “providers using chatbots can expect average time savings of just over four minutes per enquiry”;
  • Chatbots are not only easy to use, they are incredibly cost-effective, allowing businesses to spend their money elsewhere. If a chatbot is set up to answer basic customer queries, customer care staff would be free to address more queries that require in-depth knowledge. acuvate points out that “chatbots are expected to cut business costs by $8-billion by 2022”.

Stay ahead of the curve, and your competitors on social media, by ticking these three boxes on your social media marketing list.

Want to know if your strategy is hitting all the targets on social media? Find out in our blog, Measuring your Brand’s Impact on Social Media.

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