1 May 2015


We live online. We shop, order, consume and flirt online.

Social media is going to be integrated into all areas of business planning. No longer will a “mobile friendly” version of a company’s website be enough. And social media has caught on.

Our attention spans are growing shorter. We are overloaded with information. The future of social media is going to be dominated by visual content. Instagram, with over 150 million users, as well as newer channels such as Snapchat (the 9th most popular iPhone app) is going to be integrated into mobile and social strategy. Snapchat allows users to make short videos that are deleted within a few seconds. Pinterest and Instagram are growing in number of users and popularity.

According to trend predictions, Google Plus will reach its “tipping point” this year. Its users are up from 190 million to 300 million. Social media will have to make use of this monster, although hopefully Google will do something to make the product more “lovable”. People love Facebook. People love their Pinterest and Instagram accounts. But Google Plus is like that work colleague who is always lurking in the background. He’s there. But just a little uncool.

The social media monster Facebook – with about 1.5 billion users – bought Instagram, which will see an interesting development in its integration in marketing. Other websites such as the ad-free and exclusive Ello are bound to gain traction too. They appeal to users who are unsettled with Facebook’s new privacy laws and information trading. But social media users are becoming harder to please and are not as easily swayed as they once were. Companies will have to produce quality posts (videos or photos/ images) for users who are becoming more and more discerning.

It’s my opinion that social media is adapting to mobile. Social communication over Whatsapp and messenger is shaping the way we interact, communicate and view our world. Apparently, by 2017 every person on this planet will have downloaded 37 apps. In the US, every adult spends about 2 hours a day on his smartphone. That’s amazing. It’s given social marketing a great relevance and capacity to reach millions of people.

Overshadowing it all – social media has to get customers to make a “call to action” in order to be successful. Strategies will have to become more creative in the ways they reach people in a world of ads, where the consumer has gained a lot more power. Social media is part of our world. The names of the websites we use may change, but it’s here to stay, like a rumble in the jungle.