The State of Social Media Report 2016 by Buffer

For anyone who works with social media every day, being able to predict the next big thing  would be invaluable.  Some may already have an insight into what social media will look like this year and beyond and how brands will use the various social media platforms to connect with their audience.

But if you’re one of the many who are not quite sure, you’ll be pleased to hear that Buffer have collected data from over 1,200 marketers to create the State of Social Media 2016 report.  This report shows how marketers from businesses of all shapes and sizes are approaching social media marketing.

Here we share and look at the first of 5 key points gleaned from the report that could help you to plan your social media strategy for 2017:

  1. Video is about to hit the peak! 

Marketers were asked:  If there were no obstacles such as time, resources and budget, which types of content would you like to create more of?

83% said video content.  

(Other options were blog posts 57%; live video 42%; images 41%; podcasts 35%; Gifs 25%)

This also matches the channels most marketers are looking to add to their marketing stack in the next 12 months. The top four channels are Facebook video (30%), YouTube (28%), Instagram (26%), and Snapchat (22%) – all of which are heavily reliant on video content.

However, marketers are held back by several factors. Mainly, they felt that they lack the time to create videos (72%) and a belief that videos are expensive to produce (41%). So if you are able to figure out a quick and affordable way of creating great videos, you’re sure to stand out from the rest.

What you could do:

The best thing to do here could be, simply, to get started with  videos and be creative. Videos don’t always have to be full production-grade. A recording of yourself, shot using a smartphone, sharing tips and tricks can be both valuable and personal. Slideshows videos are even easier to create and still work great. Live video is also an interesting option to experiment with as it has yet to hit mass adoption (in fact 71% of marketers in our survey said they were yet to create any live video).

Coming up … 2.  The Social Media Channel to focus on in 2017