Trends In Social Media 2019, Which One Does Your Brand Need? (Part II)

4. Social Login in favor of Social Profiling

Increasingly, social platforms are being integrated with third-party services to create more seamless experiences for users.

We talk about social login, and we could consider it one of the trends of social media 2019, even though it is not something that takes place within social networks.

However, we have thought it convenient to point out the importance of its integration in applications, pages or e-commerce, more as a result of the trap set in the way by the General Data Protection Regulation, which obliges companies to collect a series of data from their users.

The advantages of this integration for brands are enormous, as they obtain the social information of users, valuable data that allows the establishment of very precise profiles in order to be able to use them later for a greater personalization of advertising messages.

Thanks to the social login it is possible to carry out social profiling actions that collect user information, analyze it and categorize it in a more agile and efficient way.

5. Chatbots with Human Capabilities

Artificial intelligence is gaining ground. The machine is perfected thanks to deep learning and virtual assistants are becoming more and more human.

Chatbots have been among us for several years, integrated into social network strategies with greater or lesser success, but it will be their complete integration into instant messaging applications that will be a real revolution.

Pioneering brands such as Disney, H&M, Victoria’s Secret, Sephora, Universal Studios or Dominio’s have already drunk the honey from chatbots.

And we don’t just refer to it as an element of customer service, but they have been used as a living entity of the brands.

Chatbots are a very powerful tool for a brand to tell its story without friction, since, due to their novel and conversational character, they are better accepted by an audience full of traditional and one-way advertising.

Getting to interact with users is a challenge, and an adequate strategy must be projected, only then will it be possible to capitalize on the rise of the conversational.

That is why I wanted to include them with their own entity among the trends of social media 2019.

Chatbots increase commitment and engagement thanks to the fact that the feedback conversation becomes much more effective and generates an emotional attachment.

This generates a context of greater relaxation that favors the brand can ask deeper questions about the privacy of users, information virtually impossible to obtain otherwise.

This is a great advantage in terms of personalising user experiences, although it must be managed responsibly, without crossing the privacy line.

6. Instant Messaging Apps as an Advertising Medium

In line with the above, we must cite the strategies integrated in instant messaging apps as one of the most important trends of social media 2019.

Facebook is already working on how to make the most of its two instant messaging platforms: Facebook Messenger and WhatsAPP (which is expected to start showing ads in contact statuses next year).

On the other hand, Facebok Messenger already allows its users to make P2P money transfers through an agreement with PayPal.

Including instant messaging apps in your Social Media Marketing plan is good advice, but it must be done now, before the bulk of the brands – and our competition – breaks into this scenario and saturates it.

It has already been seen on other occasions how the best advertising performance in new scenarios is obtained by the brands that first venture into them.

And we must hurry: the recent launch of WhatsApp Business is going to make it easier for us, but it is also going to encourage our competitors to start taking these platforms into account in their social media marketing strategies.

Chatbots, another of the social media trends 2019 referred to in this article, are going to have a great weight in the framework of instant messaging apps. However, we recommend caution not to be too intrusive.

7. Social Television, The Logical Step

When referring to social television, there may be some ambiguity because, on the one hand, this nomenclature is used to refer to a new television technology that integrates social interaction based on recommendations, ratings, comments and interactive participation of viewers, with the aim of offering a more attractive user experience.

On the other hand, which is the one we are dealing with here, social television refers to those formatted contents and television features generated expressly for social networks: mini documentaries, micro webseries, live news or even reality shows are examples of television in its minimum expression taken to social media.

Thus, social television is one of the trends of social media 2019 that has a strong relationship with content.

An important investment in creating programming specifically for social networks will help to keep the audience captive, pending next deliveries or chapters.

Facebook Watch was launched a year ago. This is a new section of Facebook dedicated entirely to video on demand, with which it hopes to compete with platforms such as Netflix or YouTube.

In the beginning, it brought together only those videos from the pages we followed, to which we then added a series of recommendations based on the user’s tastes, but today there are already several series created exclusively for Facebook Watch.

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