The Social Media(tor): Connecting Advertisers and Audiences

Each and every year, the role of social media becomes more and more seamlessly integrated with business—quite literally—with the title of “Social Media Manager” appearing on LinkedIn profiles and resumes everywhere.  Even more so, social media is becoming synonymous with marketing. When it comes to the next big trend in advertising, social media sites often are the early adopters—effectively bridging the gap between the industry and the general public.

So, what can we learn from social media?

First, let’s rewind to last year.

Regarding the creative best practices and emerging platforms for 2013, iMedia Connection emphasized the year’s key marketing strategy, as the article title states: “Integrating Display Advertising with Social Media Marketing.”

The rest of the story went like this: marketers utilized display advertising more and more, as the approach was yielding positive results; social media sites realized this, optimizing their platforms to meet the trend; and lastly, audiences started to engage with this kind of content.

And the cycle repeats itself.

This year, social media sites—with Twitter and Facebook leading the pack—are making strategic moves in order to adapt to meet the latest trend: online video.

The first step in this social media evolution from display toward video was Facebook’s acquisition of video ad tech startup, LiveRail. This purchase came shortly after Facebook launched its 15-second, auto-playing video ads.

Facebook Video

These two actions are a sign of where the social media site hopes to be heading: “With Premium Video Ads, brands now have another way of engaging people on Facebook with compelling video experiences.”

Twitter didn’t wait long to follow suit; the platform announced last week that it is working to test out the addition of a performance-based Promoted Video program.

Twitter Video

Twitter attributes this new feature to the spirit of making it easier for brands to upload, distribute and measure content; however, the mentality behind it goes way beyond the benefit it brings to brands, as the company explains: “The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.”

Social media constantly has its finger on the pulse of, well, everything. The fact that social media sites are adapting to integrate online video is a good sign for marketers, because if history tells us anything it’s this: first comes social, then everyone else follows.

About Kaitlyn Smith

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