The arrival of chatbots, diversification of activities or virtual reality: social media is transforming at high speed. Social networks go beyond the social sharing stage to invest in virtual reality, video or e-commerce: this is the first of the six social media trends identified.

  1. Networks-not only social

Social media is growing, including Facebook. The leading social network has no less than 1.79 billion monthly users on its platform, more than 1 billion on Messenger and on WhatsApp, and 600 million on Instagram – which, with Stories, its copy-pasted Snapchat Hurt the Millennials network.

But, Mark Zuckerberg’s network is not that social. In July 2016, Facebook conducted initial tests with continues struggling for connectivity in developing countries. Diversification is not just about Facebook.

  • Snapchat deployed its wings in 2016: the network to the 150 million monthly users.
  • Twitter suffers from a complicated monetization, but nonetheless is a major player in television and customer relations.

  • As for Pinterest, the network could well be the revelation of the year. If the media is not mainstream, its e-commerce potential is very real. The network has made 6 acquisitions in social commerce in 2016 and has gained 50% of users in one year (150 million monthly active users).
  1. The era of the ephemeral, the live, the non-verbal and the private

The main word of social media users? Freedom of sharing. A framing problem? The absence of a filter? No problem. With Snapchat, the trend is spontaneous and ephemeral. Like the campaign imagined by Burger King, winner of a Cannes Lions, Snap King.

The idea: invite fans of other burgers restaurants to share in Burger King, on Snapchat, photos of their “non-favorite burgers” modified with the pencil tool. In exchange, the brand offers a “real grilled burger”. Result: 4.1 million fans won. It is also on Facebook that the era of non-verbal – emoticons, in particular – expresses itself most strongly, with the arrival of 5 alternative emojis to like.

  1. The search for ever more immersive experiences

The 360-degree content explodes, whether they are photos or videos. Snapchat, for its part, launched in November 2016, actually augmented filters, World Lenses. Facebook was quick to react, with the acquisition of MSQRD (Masquerade), an application to add masks to selfies.

  1. Influencers in a position of strength

We are living a battle of attention! The organic range of posts diminishes and is heard becomes more and more complicated. Challenges for brands: find the influencer with the personality likely to have the best influence on their business and measure the ROI of these collaborations.

  1. The Invasion of Chatbots and Artificial Intelligence

More than 33,000 bots have been launched on Facebook Messenger, since April 2016. The trend chatbot will not weaken in 2017. Direct Energie, for example, announced the launch on Messenger of its chatbot to follow up the subscription of its contracts (the bot warns the customer when his profile is activated, offers sponsorships Tutorials …).

As a customer relationship tool, the chatbot automates part of the exchanges between the brands and their consumers, with a reactivity 7 days a week.

  1. Measuring commitment

The measure of commitment will no longer be in the number of likes: this is the latest trend noted. The time is rationalization and serial testing. Beyond reach, likes, views and clicks, it’s time to measure the impact of the proposed social experience on your customers.