Social media trends reshaping businesses in 2016


With more than 2 billion active social media users worldwide, and a yearly growth of 25%, it’s no wonder businesses haven’t failed to noticed the expansion of social media. They have increased their social media advertising in 2015 up to nearly $24 billion, according to emarketer, a figure that’s all the more impressive if you think that just a few years ago that number was $0.

So what’s in store for 2016? We’re sharing Sprout Social’s infographic and highlighting 3 key trends, set to change how businesses use social media in the year ahead.

Mobile first

Mobile is no longer a bonus, it’s a must. Traffic from mobile devices has already overtaken desktop in many countries, including the US and Japan.

Facebook, for example, are quickly adapting their advertising products to this trend, launching Lead Ads in late 2015 and more recently Canvas. Both these formats have been created with mobile in mind, offering businesses the opportunity to capture leads and give users and inmersive experience from their mol¡bile phones, without having to leave Facebook.


Social video is exploding. In 2015 Facebook more than doubled its daily video views to 8 billion, overtaking YouTube by come counts, while Snapchat, launched just 5 years ago, now reports 6 billion daily video views.

Many consumers still view it as the least invasive platform for native advertising. Look at Purina’s Puppyhood , for example, the native video advertisement which appeared on Buzzfeed’s YouTube channel in early 2015. It’s counting 9,5 million views, becoming one of the most-viewed videos on Facebook ever.
Expect these figures to keep increasing, as social media platforms find new and improved ways to promote video. Facebook, for example, is testing new video experiences, preparing to roll out features like Suggested Videos and maybe even a dedicated video feed, and Snapchat Stories are growing ever more popular and feature-rich.

Virtual reality

This year we’ll be seeing more and more attempts to get virtual reality into the hands of consumers. From Google’s affordable Cardboard, to The New York Time’s augmented reality app, which was released in November and netted the media company’s most successful app launch to date.

Imagine sharing not just moments with your friends online, but entire experiences and adventures.

Mark Zuckerberg said this after Facebook acquired Oculus, the virtual reality company, back in 2014 for $2 billion. Facebook has already begun incorporating Oculus technology into its 360 Video. The unique videos, which have rolled out on News Feeds, allow users to experience scenes from different angles (looking right, left, up, down, etc.), on both web and mobile devices, creating a more immersive experience.

Social Media Trends 2016 Infographic by Sprout Social

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