The only thing you can consistently count on when it comes to marketing and social media is that the tools (and rules!) are going to change. Don’t stress, that’s what we’re here for. Our team of social media experts have broken down some of the latest changes for you platform by platform to make engaging with all of your fresh produce consumers as effective as possible as you dive into your strategy for the New Year.
Social Media Changes in 2017
Feeling the competition from Snapchat, Facebook responded by updating their new Messenger tool.
The new messenger tool features allow audiences to integrate things they loved from Snapchat (filters, doodles, text, etc.) into their typical Facebook messages. The main difference between this new Facebook feature and those of platforms like Snapchat is that Facebook’s messages and photos do not disappear, allowing the conversation to live on forever. This doesn’t necessarily provide direct implications for marketers just yet, but could offer fun opportunities to create a more personal connection in the future.
As we stated in our predictions for Twitter in 2017, video has now come to the platform in full force with the launch of live 360 video. This feature allows you to provide live views into what is happening in front of you, above you, behind you… the full 360 degrees! While this feature is currently available for everyone to interact with, it is still only selectively available for business accounts to use. Start thinking now about how you can capture 360 degree views of your growing fields so you can be ready when this rolls out to all brands.
Following the release of “Instagram stories” from last year, the platform has now introduced the use of stickers that can easily be added to your “Instagram stories” for a personal touch. Instagram has also stepped up its comment stream, adding in the ability for users to like and reply directly to individual comments. This brings a whole new level of capability for fresh produce brands to engage with consumers personally. Be sure to monitor your profile regularly so you don’t miss out on an opportunity to make a connection with a consumer.
A new Pinterest feature allows users to not only “check off” the ideas, recipes and projects they’ve tried from a Pinterest pin, but also comment on their individual results. Think of it almost as an “endorsement” from other users that the pin provided them with good results. This will open up a new level of engagement for fresh produce brands to communicate with consumers, especially if they make a comment about how your recipe or idea turned out for them. As 2017 develops, be sure to keep an eye out for these predictions on the platform that may pop up at any time.
As the year progresses, we will share more about new developments within the social sphere. Keeping up with these changes can be a challenge, that’s why it is key to ensure flexibility in your social media plans and strategy so that you can adapt when a major platform change and opportunity comes.
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