"OH-EM-GEE. Have you, like, heard about the newest trends in social marketing this season? I can't even." While this might be a bit of a heavy-handed take on it, OfferPop's sweater-themed brief on "Top Holiday Social Marketing Trends for 2014" does actually offer up some great insights to keep in mind while you're downing that pumpkin spice latte this morning.
Surprising no one, Facebook continues to top social marketing spend throughout the industry, with 92 percent of surveyed marketers saying that it would receive the bulk of their Q4 budgets. The more interesting points of the report come in the area of emerging networks.
While many marketers don't want to risk wasting money on upstarts like Swarm or Wanelo (and really, who can blame them?), Instagram shines as the breakout platform of 2014. Vine and Snapchat fell in behind. However, even with Instagram users throwing up stats like one thousand comments a second and 1.2 billion likes every day, marketers are still hesitant to pull the trigger. After all, only seventeen percent of adults in the U.S. are Instagram users, so spend tends to lean back towards the more market-saturated Facebook, once again.
But don't entirely count out the underdogs. Even though the spend might not be there quite yet, there's a good reason: Marketers want to go where the real value is. Long gone are the "Wild West" pioneering days of social media, where the starry-eyed gold rush to be first outweighed any other priorities. With value established in places like Facebook and Twitter, it stands to reason that unless there is significant added advantage to be found in a new field, it's best to lie low for a bit and scope it out first.
Whether you're a marketer who likes to stay warm by fire's glow or in a reindeer sweater, this holiday season, there is definitely some heat to be found in these trends.