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7 Predictions for Social Media in 2014

Sphere with lightning inside it.


1. It’s all about mobile!

There are about 7 billion people on earth - 6 billion of them have mobile phones. 1 billion (and growing) of those have smartphones, with nearly 400m of those in China.

People communicate, consume media and transact on mobile phones. Mobile phones are at the hub of our social interaction. We create photos/videos and “check-in”, share good times with friends and family. Constantly cataloguing memories: mostly while we’re out-and-about.

All the social networks will continue to develop mobile versions of their sites, emphasising ease of navigation, shareability and of course the visual elements

As more and more apps are developed we’ll rely even more heavily on our mobiles to quantify, track and streamline our lives.

Mobile video is the fastest growth area in marketing 

eMarketer expects the number of video viewers on smartphones to be 87 million by 2014.
Facebook will account for 13% of worldwide mobile ad revenue in 2013.
38% of LinkedIn’s Unique Visitors are from Mobile, Up From 8% In Q1 2011.

2. Social Sign In (login) will continue to grow driven by the popularity of Mobile access

Currently, 79% of social media logins by online retailers are with Facebook, compared to 12% for Google+, and 4% for Twitter (mostly mobile). Google/Google+ will no doubt continue their efforts combined with the powerful feature that prompts users to download a site’s corresponding mobile app when they login to a site with their G+ identities.

According to Janrain (cited We Are Social Australia), Facebook remained the leader for social logins in Q4 2014, with 45% of all social logins throughout the web. Google+ is not hugely far behind, with 35%, while Yahoo and Twitter follow, both on 6%.

3.    Google Plus will continue to grow but Google wont’ share the stats

This is one prediction I am happy to be wrong about! 70% of brands have presences on Google+, up 4% from Q4 2012.

4.    New players will emerge

While some (the New MySpace, the new Flickr) will “carry on” and reinvent themselves, some new – more interactive – more niche tools will burgeon. 

One to watch: Snapchat is reportedly seeing more images uploaded each day than Facebook.

The disposable photo-sharing app now sees 400 million ‘snaps’ a day, according to CEO Evan Spiegel, up from 350 million in September and 200 million in June – in comparison to Facebook’s 350 million photos uploaded globally each day. This has caught the social network’s attention. Facebook put in a bid of $US3 Billion but Snapchat think their messaging service is worth more and have rejected the buy-out.

Spiegel also revealed some demographic information on the network: 70% of its users are women. It’s interesting to note that 68% of Google+ users are male, while 80% of Pinterest users are women.

5.    Geo-Targeting War will wage, fuelled by Destination Marketing

The rapid rise of Trip Advisor will battle it out with the likes of Foursquare and Yelp. While Pinterest has introduced a new feature: Place pins. These allow users to add a location to every item pinned, which allows for the production of maps that function as guides to cities or other locations.

6.    Tracking, Monitoring and Measuring success will be easier and increasingly more important

Assessing ROI is nothing new, but access to social analytics and data applications will now enable businesses to better understand their target market; consumer behaviour; and in turn, deliver relevant, practical and profitable products.

We are particularly looking forward to seeing how Twitter will improve their analytics tools in the next few months.

2013 begged the question “What is Big Data?” This year it’s “How can I apply Big Data?” As the trend accelerates, we’ll see more profiles on LinkedIn with new job titles such as “Chief Analytics Officer” as organisations invest in analysts to aggregate and strategize. Organisations that have access to such data should come to understand it’s true worth and eventually realize their investment by selling-off consumer insights to third-parties.

Research and Development (R&D) divisions will use data to refine products and create efficiencies. For example, Netflix and Amazon have both begun producing original TV content based on â€‹consumer viewing behavior; and production companies like Relativity Media, now employ â€‹analytics algorithms to decide which movies to make.

Infographics will grow increasingly prominent on our TV (and mobile) screens to share digestible, visually-impactful information.

7.    SEO & SEM will remain a priority but an unpredictable landscape to navigate

93% of online research starts with a search engine and 68% of consumers check out companies on social networking sites before buying. According to the leaderswest Digital Marketing Journal, 50% of consumers say they are more likely to click on a search result if the brand appears multiple times on the results page.

Blogs convert readers into buyers: 42% of consumers look to blogs for information about potential purchases, while 52% say blogs have impacted their purchase decisions and 57% of marketers have acquired new customers with their blogs. Visibility is therefore vital, so every brand needs a comprehensive strategy for optimising their online presence.

To discuss how we can help develop and leverage your digital assets contact your local Adcorp Office and speak with one of our helpful Account Managers today.

Best wishes for a prodigious 2014!

Bibliography & References





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