Video has always been an integral part of marketing ever since the public access of television. Brands and companies used the format to promote their products in the form of TV adverts.
Although social media has changed the way marketing and advertising used to work, the fundamental elements remain the same. Video no more is considered a burden on budget while marketing the product. In 2015 especially, video and audiovisuals took over the social media platforms and both it was one of the heavily used formats to communicate with followers and customers on Facebook as well as other platforms.
Apps and websites have been created that only support the communication among users in the form of audio or video.
Considering these rapidly changing trends, marketers are focusing specifically on creating visual content. It is necessary to understand the dispositions of your audience and create the content accordingly. Creating and producing a perfect video needs a lot of research and creative skills. For this reason, it is important to know and actually understand the kinds of videos that can be created easily in average budget.
Here is your guide for top used video formats in social media and Facebook marketing.
1. Instructive and Informative: Videos that work best in Facebook advertising are the ones that are meant for educational purposes. These videos aim to aware audience about variety of topics. It can range from introducing overall brand in general or specific instructions on how to make use of certain features.
Informative videos are usually short, ranging from 20 to 40 seconds. The shots are fast paced and usually looped. Fashion bloggers use this type of videos to show the processes that are lengthy, for example styling hair and putting on makeup. The video only has the important shots so audience retention is high. The videos are fun and highly viral in nature. Websites like BuzzFeed, food network and many more companies that are contemporary are using these videos to interact with people.
When necessary, the video also uses titles and captions, although Facebook now has the option to produce subtitles automatically for videos in English.
2. GIFs: Short and animated moving images are usually known as gifs (pronounced as jiff). These are extremely short animations cut out from a video or made of series of static images in chronological order.
Gifs are highly viral in nature and incorporate humor, sarcasm. They are usually used as comic versions for real life situations. It is also possible to cut them out of videos using linear editing.
There are several softwares available to produce these kind of video animations. Although they can be as short as one-second time to up to maximum five seconds they are still considered a form of video since uploaded in mp4 or mov formats.
Using right images and proper lens filters, you can create witty gifs that bring in thousands of views.
3. Silent videos: These Facebook video ads are targeted specially at office workers to be watched for work purposes. The videos are usually known as work-safe videos and do not need audio to understand the message. You can watch them without sound on and still get the whole message.
The video incorporates captions and titles for shots that need explanation, hence you can watch them in public places or whenever you do not have headphones, without attracting attention for audio on speakers.
Many professional videos are made on this format and are top organizations like BuzzFeed, Business Insider and Videospot are using it to make content. Instead of captions, titles are used to explain the context of story.
One of the most important pro of such videos is that they have the ability to reach global audience, since non-native English speakers can understand them as well.
4. Story advertising: Creating a storyboard and converting it into video is an exceptional method to bring in views. People generally avoid video ads, since they are explicitly selling something. If you are creative enough, you can convert an average ad into a story that will keep audience interested and they will be convinced to share it further.
Ads that do not look like ads are the best way to generate leads and increase engagement. The video needs to be clever and should keep in mind the values and beliefs of audience. Making such video requires creativity and a brilliant story that is relatable to audience; hence, they are forced to buy the product, even though they were not told so explicitly.
5. Candid videos: Real time videos with genuine audience input are also highly favored when it comes to Facebook marketing. If you own the brand and you are advertising it, it will have less influence on viewers compared to the situation where your customers are vouching for it.
Questions and opinions are asked in a way that it appears a normal conversation so participants are usually unaware of the camera. At the end of the conversation, participant is made aware of the camera and asked for permission to use the shots in future videos.
Creating videos needs creativity but with little guidance and understanding, it is very fun filled activity. Keep in mind the five “W’s” widely used in journalism while making videos.
How Facebook videos are becoming a threat to YouTube?
As I mentioned earlier, videos were a huge part of marketing and advertising campaigns in 2015. Facebook was one of social media platforms that took to this trend rather aggressively and introduced live streaming. Facebook also introduced auto-play option on videos that was set on by default, so even when you did not want to open a video and play it, it would still play if it is on your newsfeed page. This tactic was hugely successful since users open the video to watch it until end if it interests them. This of course increases the views on video and since more than 1 billion use Facebook, companies started preferring uploading videos on Facebook first and YouTube later.
This gave birth to the argument of whether the site is trying to hijack YouTube and its users. Many YouTube celebs showed frustration by squabbling on the fact that Facebook user newsfeed prefers and only highlights videos uploaded to it directly, while ignores the one that are hosted on other channels like YouTube, vimeo etc. and embedded later in Facebook.
Many internet sensations got recognition from YouTube and now their livelihood depends on the number of viewers and subscribers they receive on their channel. The videos are first uploaded on YouTube and later shared to other platforms including Facebook. Since, Facebook hinders the promotion of videos that are not uploaded on the host, it is becoming difficult for creators to reach audience, most of which comes from Facebook.
The stats show that on daily basis Facebook receives around five billion video views. This is very impressive considering that video is relatively new phenomena for Facebook.
There is one problem however, that is the metrics for Facebook and YouTube are hugely different. Any video that was auto played for three seconds is considered a view on Facebook. YouTube on the opposite focuses more on engagement so it only adds a view when the video has been watched completely. YouTube is more interested in the attention viewers pay to one video, while in the case of Facebook, a 20-minute video will receive a view even if the user watched it only for three seconds.
Freebooting: is another problem posed by Facebook videos to YouTube content creators. People can pick up videos from any websites including YouTube and upload it on Facebook without giving credit to the source. This robs the original creator of credits as well as viewership on the actual host, since people have already watched it on Facebook.
Facebook made it clear that they are aware of freeboot problem. Therefore, company is working on resolving it, so any future copyright allegations be avoided. YouTube took care of the problem way back in 2007, when it introduced content ID system. The system analyzes each video uploaded on the platform and if it appears that video was copied from an already existing video in database, it automatically removes the video and notifies the original uploader. The original creator then has the authority to allow or remove it from the website.
Some stats show absolutely no effect of Facebook video on YouTube, which means that Facebook is absolutely no threat to YouTube and just like other video platforms (Snapchat, Periscope, Blab), it is just catching up to trends. The company stated that the number of people watching YouTube videos per day is up 40 percent year over year since March 2014.
Let us know if you think whether Facebook is hurting YouTube and its content creators or it is just trying to give audience what they want without compromising any other video platform.
Facebook is the fastest and most effective way to deliver information and connect with friends for personal use. While that remains quite true, last year showed us that organic reach in turn has significantly dropped. This means that when it comes to professional use, businesses have hard time driving followers to their pages. It feels impossible for startups and new brands to build connections and interact with their potential customers.
Another thing to keep in mind is that your social media is nothing without content and content is useless when you do not have users to view or read it. Your followers bring business to you by becoming your customers. In order to make sure that they are not there for just a short while, you will need to produce content that bring high engagements and drives traffic to your Facebook page as well as the website.
Facebook fan engagement also upturns the reach of your product, which directly results in healthier growth of business. This does not happen overnight, but needs time and money. Giant companies do not just sit around and wait for audience to notice them. They treat Facebook as an investment that not only brings profits but also generates leads. In order to gain same results, you must have the same set of mind so hurry up and start investing in Facebook ads and sponsored content.
Some of the tips to keep your audience bedazzled and engaged so they keep coming back for more.
1. Consistency: Posting one day on social media and forgetting to do it for the next ten days is a disaster recipe for your business. Draw layout and build plans that will keep you steady. If you are not able to post at all suitable times of the day, buy an automation software that will do it for you. Create and schedule updates to be posted at specific time with specific intervals. This way your post will be up at a suitable time, even if your internet is not available.
Another type of consistency is required when you strategize your content. Write pros and cons of all types of contents that can be posted on social media. Figure out which type suits you best and keep it as primary communicating method, while use others as secondary.
There are no hard and fast rules about what to post and whether you need to stick with one content type or not. The thing is that once you have established a reputation on social media, people will like and consume your content no matter what. However, for a startup business, you will need to be a little more oriented so it does not appear like you are not committed to the work and do whatever is easy or simple.
2. Worthy Content: Post content that is highly valuable in nature. Status updates are most effective when the character limit lies between 80-140 characters. You can use graphics or illustration to represent complex data, or use storyboards to tell a story without needing words. If you are uploading pictures, instead of adding a caption by yourself, invite users to comment on what they think should be the caption. This is an effective way to drive traffic. Other types of valuable content that bring engagements includes stuff like,
3. Post on Personal Profile: Every person with a business has a personal account on Facebook and other social media. These accounts are usually properly set up and it quite a surety that these personal profiles have connections and Facebook friends in hundreds, if not thousands.
Use this personal profile to deliver your message to those few hundred people. Ask them for a personal favor… whether they would be up to sharing content further with their friends and so on. You can also ask your colleague and employees to do the same.
This creates a ripple effect and your content reaches thousands of people in few hours. Always share updates posted on the page to your personal account and recommend people to try the product.
4. Direct viewers: Call to action. People respond better when they are told what needs to be done. Use phrases that direct them to perform a certain action, so they only focus on that.
5. Maintain Timeline: While your content and audience are the most important thing to create engagement on your Facebook page, never ignore the worth of timing. Your reach heavily depends on the timeliness of your posts. If you are posting in social media prime time, it is likely that a large number of your following is online and will be able to see your updates.
Posting in hours when everyone is busy in office or driving home, your content will have the lowest reach and hence the engagement level will zero to nothing.
Post throughout the on weekend, especially on Twitter. Create a personal hashtag that distinguishes you from the crowd and ask followers to tweet using that hashtag. Continuous tweeting and retweeting with hashtag can turn it into a trending topic, which is pretty exciting. People love to tweet using trending hashtags even if it is not related to them. Add links in your tweets so you can rank higher when people search for you on Google.
6. Be Responsive: Your customers and audience engage with you in the form of comments and replies. These range from asking questions to voicing your opinions, inquires to recommendations and reviews of the product.
Whatever the comment is, try to respond to it in the best way possible. Some argue that there is no point in replying to obnoxious people, but in my opinion, you should let them know that you respect their opinions as well.
If things still do not work out, the best solution is to block these followers and report them to Facebook for bad conduct.
Listen to people and value their suggestions. Since people are actually using your product, they can analyze it much better than you yourself who is running the business. The reason? Because a customer has no agenda or bias towards the product, unlike you. All he / she wants is a product that is effective and works best for him /her. The opinions given with such mindset can be much more valuable than your own analytics team.
Involving people directly in the marketing process of product can be yielding for your business. You would not be able to increase engagements unless your content is exceptional or you ask people directly to participate in.
Facebook and email might be two different forms of communication, but they work the best when you create a hybrid of both.
Facebook is a platform to address and connect with mass audience. In business, these audiences are mostly your target users and customers who like and consume your brand. This means that Facebook is primarily used to keep yourself at the top of all other brands and your followers updated about your new products.
When it comes to email, you are using a communication channel that is more focused and personal. It lets you connect with people individually and target them exclusively. These people include your customers, potential customers and the people who might be interested in your product (ones who have never approached or visited your page on Facebook but were at your website or viewed your content in their newsfeed and clicked on it).
This mini-analysis shows that Facebook and Email are vital to each other when it comes to digital media marketing, and even though work differently, are able to become a super marketing power when integrated together in a strategy.
There are different ways to integrate the both platforms.
1. Analytic Integration: Through this type of amalgamation, you can strategically use the channels to draw up analytics from both sides. Creating two equal standard values can help you compare performance on both platforms.
For example, lets says that one subscriber to email is equal to 10 followers on Facebook. Now, with this type of comparison you can find out which medium is working better and where you need to prove.
2. Channel Integration: For channel integration, your goal is to drive traffic on both platforms. While you need people to share and repost your content on Facebook, you also need them to sign up for your monthly newsletter via email.
This can be made possible by using innovative softwares like Bleupage and TabFu. The softwares have email marketing feature through which you can make Facebook posts. Its working is very simple. When you are posting an update, do it with the opt-in option. This way people would need to enter their email address if they want to view and share it. This not only creates targeted mail lists but also help to ensure the viral flow of your content on Facebook.
You can also use auto responders, where when a person likes your Facebook page, they will receive a thank you note in their mail and if a person has subscribed to email but not visited the page; send them a quick message asking to like you.
3. Message Integration: Use both platforms to deliver same kind of message and see the difference in its viewer and readership. Email your subscribers a combined coherent document or paste in the body section of mail, a content and updates that you are posting on social media throughout the day.
Monitor the response and analyze how people choose to respond on both mediums. It is not necessary that the response is direct and immediate. Look for screenshots with your company’s name or campaign title hashtags on other mediums like Twitter, Instagram and LinkedIn.
You can also use one channel to promote the other one like releasing teasers of content that you are going to post on Facebook via email and vice versa.
Apart from these, there are other creative ways to unify these two platform using third party softwares. You can build a database using combined login system, so you can collect the email addresses of users when they log in to one their social media accounts. Using this technique, you will need to create op-ins and Facebook tabs inside the pages, so it can only be viewed when the email is inserted.
There is no harm in using the content particularly designed for emailing on Facebook and contrariwise. Another effective way to use both channels side by side is to use custom audience feature on Facebook. You can target your ads to right people by just writing email addresses, Facebook unique identification number and cell phones. Yes, I said ‘email addresses’, which means that this exceptional feature is the king of dreams in combining two channels. A win-win situation for your social media page, email subscriber list and the individual himself, who is only shown the content he wants and is interested in.
Integration between Facebook and email is necessary because
It totally depends on the reader if he or she wants to share the whole thing or chooses a line to share on social networks as a quote. Either way, you are able to reach more people and your content is influencing a part of the target audiences.
When it comes to tying the knot between Facebook and email, make sure there is only person who is overlooking the ceremony and make sure he / she keeps doing that. If two different people are handling the channels, you will never be able to create a sound strategy where both can work succeed together.
Integrations needs to be done by one person who has a combined (Facebook + email) social media strategy instead of individual strategies for the platforms.
Facebook is all about people and enhancing user experience of the site. It is no wonder that the company is always two steps ahead in its research and knows what users are going to need before they even know it themselves.
It is going to be ten years by the late end of this year, since Facebook became available to the public. Even after such a long time, the site tends to be the most contemporary thing on the internet and in the digital world. There has never been a time when Facebook looked old or lost its place in social media world. The biggest reason behind such tremendous success is its new features; options that it provides users to customize their timeline and wide range of settings that let you post content protect your privacy just the way you want.
Although some of the features like change in interface of user timeline received very strong opposing views from users, it did not make them quit or delete their accounts. With the passage of time, everyone has adjusted and gotten pretty comfortable with using it.
I am going to list down some of the features that the website introduced in last year,
1. Profile Videos: Facebook announced the launch of short profile videos last year, where users “(sic) will be able to film a short, looping video clip that will play for anyone who visits the profile.” Do not confuse it with .gifs although it is a kind of similar thing, except for the fact that you still cannot upload a .gif file as your display.
The idea is being tested on few profiles of users based in United States and United Kingdom, who own iPhones.
2. Profile Picture Filters: Another feature that has been introduced by Facebook is availability of built-in filters that people can now use while uploading a picture. This, of course does not take away the option of uploading a pictures that has already been edited by an outsider third party software.
This might look a little like an inspiration taken from Snapchat that only allows users to take pictures from its own camera using the limited number of picture and video filters like puking rainbows, breathing ice and few more.
The filters on Facebook however are more than just regular filters, which are used to enhance your picture. These are temporary filters used on special days or events where there will be a time limit, and after the limit, filter will automatically be removed. In a blog post Facebook wrote, “When more than 26 million people used our Celebrate Pride filter, it was more apparent than ever that people use their profile pictures to show who they are—even if it’s just for a moment in time”. The only problem is changing a picture after short while might raise the question of the user’s commitment to the cause as it might appear that he / she is “done supporting it with the profile photo.”
To remove users from getting into such complexities, filter will be temporary and will be removed automatically after a certain period of time.
3. Call to Action Buttons: The buttons are a way to ensure a free two-way connection between business and customer in real time. Instead of going on the website or googling a business that you found on Facebook, you can contact them directly there. The “contact us” button appears right under the cover photo and was recently updated to appear bigger, clearer and brighter.
The other call to action buttons include “send message” and “call now”. Facebook is working on bringing more such buttons to increase engagements of users with businesses.
4. Shop and Service Section: These two sections are an absolute jackpot for business that sell products and services. The sections are a recent addition to new features on Facebook and aims to promote e-commerce. These features will directly help retail businesses to sell off their product immediately and effectively, as research has proven that more than half the time, people make buying decisions while using social media.
The products and services will be listed under the sections respectively, which Facebook believes will give users a better idea into the business or product a company is selling.
5. Page Layout: Research showed that people spend more than 14 hours a month browsing Facebook on their mobile app. The apps has over 1 billion downloads on smart phones. This means that approximately one billion people access their Facebook profile through the app.
These results have motivated Facebook to work on the mobile friendly interface so it is easier to navigate through pages.
6. Targeted Product Ads: Facebook advertisements are the best way to promote your business to right audience in a very cost effective way. You can use these ads to simply spread awareness or deliver content inside the potential and targeted audience’s feed.
Products ads are however, a new feature added inside Facebook ads. The only difference is that instead of promoting your whole website or brand generally, you can now shift your focus on products.
This means having the convenience of uploading you whole product catalogue at the same place with separate campaigns for each. Using all the information provided, Facebook will show the specific products only to the people who are or might be interested in it. This method is not only effective but creates easiness for customers who would not need to go through 100 of products before they find the one, they are looking for.
7. Live Video Streaming: Visual Content has taken over each and every single social media site. These visuals range from simple images to infographics, illustrations, Gifs, short videos and talk shows. Visual media tends to have a better effect on audience and people interact more when the post is in imagery or moving post.
Live video streaming feature allows people to communicate in real time with a person sitting in front of a phone on the other side of word.
Videos are also more attractive and effective way to influence people. They give a genuine feeling to the user and builds a healthier relationship between brand and viewer.
8. Trending: When a word or phrase is repeatedly used by users and is mentioned in Facebook news or posts frequently, it becomes a trending topic. The trending word is mentioned above the post that is related to it.
It initiates the interesting point of views around topic and you can create content on the trending topic to stay in the news and inside your followers’ newsfeeds.
9. Facebook Lite: The Android supported app is a lighter version of Facebook that runs easily on phone with low memory or old hardware. One of the best thing about this is that you do not need to install messenger separately because it is included inside the app.
10. Facebook Sports Stadium: The Company recently has launched a virtual sports hub on Facebook, which is like a social media version of sites like ESPN. Any big sporting event happening anywhere in the world can be followed via sports stadium.
Data shows that sports remain to be top social media topic that is able generate discussions and engagements. When it comes to live events and posting second by second updates, Twitter is the most effective platform. Limited number of characters also make it more efficient and concise. Snapchat also covers some major sporting events happening inside western world and America mostly.
Facebook interface is built in a way where live content might not work that well. The feature is currently only available in U.S on the iOS app and covers American football games only. Facebook is however working towards expanding the feature not only into the other parts of the globe but also aims to include more sports like basketball and cricket.
In a blog post Facebook said, “Sports is a global interest that connects people around the world. This product makes connecting over sports more fun and engaging, and we will continue listening to feedback to make it even better.”
With the years passing by, expansion of social media is becoming inevitable. New and sophisticated technology is changing the way people access social media. New apps and softwares are user friendly and allow users to communicate with each other in a fun interactive way.
Marketing trends do not just change because of new tech or apps with exciting new features. Your marketing content, medium used to deliver it and response from users is also a huge factor behind the ever-changing trends on social media like Facebook and Instagram.
Marketers need to be on the lookout of preferred content and strategies so they can use it to plan their social media marketing line of attack. I have sorted out some of the trends for Facebook that are definitely going to be a hit during 2016, so try to incorporate them in your new strategy.
1. Mobile Friendly Content: Facebook mobile app has been downloaded over one billion times, 745 million people use Facebook use it on their smart phones and tablets per month. Research also shows that 38% of Facebook’s monthly average users (MAUs) are mobile only. This means that over 500 million people access their Facebook profiles only be their cell phones.
This is why Facebook has started to focus on making their mobile layout better. The goal is to build an interface where users can easily navigate between different pages in a limited space. The timelines and profiles have been made brighter and cleaner so that all information is available and nothing gets missed out or appears lost.
2. Facebook Advertising: Facebook advertisements are becoming very powerful and effective, because of the customized options marketers have. Instead of focusing on advertising the whole brand, product targeted ads let you upload your whole product catalogue and create different campaigns for them individually.
The product ads reach only to targeted customers when you put their Facebook unique identification number and email address in the columns.
3. Visuals and Facebook Videos: Visual content and live video streaming is exploding on Facebook. Everyone appears to be a scriptwriter or video producer these days and frankly, the truth is, everyone and anyone can be. All you need is a smartphone with good camera quality and boom. If you are trying to give it a more refined professional look, rent or buy a beginner DSLR, which is straightforward and super easy to use.
There was a time when editing used to be hard and tricky and companies needed professional videographers to create even a simple 30-second clip. Now you can edit videos through online editing tools, which are able to do all the tricky work for you.
4. E-Commerce through Buy Button: In one of its newly introduced features, Facebook added two new sections to business pages. One section enlists products while the other one has a list of services offered by the business.
Users can open and view these products and services to get a better understanding of business and whatever it sells. They can then buy the products / services they like and want directly through Facebook’s buy button, without getting into the hassle of doing the whole process all over again on website.
Mobile commerce is higher than desktop commerce. This means that business now have the opportunity to earn huge profits resulting in higher conversion rates, when people use Facebook on mobile and make buying decisions.
5. Business via Messenger: Messenger has become an individual app used to communicate privately with friends, clients, influencers and customers. The instant messaging app is thriving and companies are using it to facilitate B2B and B2C dialogue exchange.
It would not be surprising if messenger becomes the new email marketing, where businesses not only communicate with individuals directly and personally, but it also presents a great opportunity to act as social media customer service.
A month ago, messenger announced that websites could utilize the app to support integrated live chat boxes.
1. Fashion Blogging: Instagram has always been a hub to show case your fashion style and take fun selfies with friends. However, when it comes to building a brand, it is so much more than an app to upload selfies and caption it with hashtags.
Creating high quality content that is coherent with your brand is a huge challenge for fashion bloggers, whom earnings come from the number of likes and reposts received on instaposts.
You need to be consistent with the content without missing your timeline. If you are not posting at a right time when your maximum followers are online, your pictures and videos will get lost immediately and people would only be able to find you when they individually visit your profile.
2. Alternative to Websites: One of the biggest pro for Instagram is that it serves as a complete website for any kind of business. You can put your bio and contact information so people how to approach you. In case you need to post text content, just convert it into .jpg or .jpeg, resize it according to Instagram’s requirement and post it away.
You can also post short tutorials or teasers that are fast-forwarded so in little people understand the whole thing.
3. Instagram Advertising: A while ago, Instagram ads were highly curated and limited. Not everyone had the opportunity to invest in Instagram advertising, no matter how much they wanted to.
The advertising feature was opened to everyone at the end of 2015 and it created a little uproar in Instagram community, where users complained of having their feeds filled with unwanted spam-like advertised pictures.
4. GIFs: One of the main reason behind .gif visuals is their spontaneous and interactive nature. Apple live images work the same way and this trend is surely going to boom in this year. You can loop lengthy videos into five seconds .gif that will not only give the whole experience but is also exciting to watch.
Marketers surely are going to incorporate them in their Instagram media strategy.
These were some of individual marketing trends for Facebook and Instagram that will be promoted and used throughout the year. Some mutual trends will be impacting the strategies for both platforms which are listed below.
Common Trends for both platforms:
1. Influencer Marketing: We have talked repeatedly about how influencer marketing is a huge trend in social media right now. The impact of influencer marketing is not only high but it is direct and immediate.
Leveraging online influencers to promote your brand and reach global audience is the fastest way to kick start your business. People trust their favorite personality and credit the opinions and recommendations of social media influencers; therefore, anything coming out of their mouth becomes famous.
All you need to do is find an influencer that belongs to the same industry as you, and knows about the business you run. Work on building a long-term relationship with them and pay them instead of paying for unnecessary ads.
2. Customized Content for Target Audience: Every brand’s social media strategy in 2016 is going to focus on curating highly customized content for their audience and customers. Many marketers believe that personalization is the future of marketing.
It is not difficult to create personalized content for audience, if you have enough information about them. People upload everything about themselves on online apps and social media profiles. Although privacy clauses of Google and social media sites are very strict, buy using right softwares you can still collect accurate data without compromising the privacy of users.
3. Return on Investment (ROI) Focused Strategy: In 2016, Facebook and Instagram social media strategy will mainly focus on creating content that brings sale. You cannot grow your business with just reach and engagements, if it is not bringing any profits.
If your goal is to build awareness, you are probably fine with engagements… in fact more than fine. Nevertheless, at some point you need to start creating sales that bring revenue and that is where ROI content strategy comes in.
Digital and social media trends keep changing with time and tech. New technology means newer methods of advertising and reaching people, so you always need to be prepared and be flexible with your staryegy.