What to Focus On in 2018

A word cloud using words related to "social media" and "marketing"

Due to the Christmas holiday, this is going to be my last blog post until January. So I thought it fitting that I wrap up my series of posts on 2018 predictions and trends with some suggestions for 2018. Here’s what I think social media marketing will need to start doing or focus more on in the coming year.

Video dominates

Video has been a big thing for a while, but in 2017, 90% of all shared content on social media was video. If you aren’t already using video in your social marketing strategy, now is the time to start working on it. If you add nothing else to your social media strategy in 2018, add video.

Paid social

Due to algorithm changes, organic reach is declining across all networks. And with so many brands on social media, it’s getting harder and harder to stand out without paid advertising. If you haven’t been budgeting much for promoting yourself on social media, it’s time to start – I know I’ll be increasing my social spending in 2018.

Influencer marketing

Influencer marketing – creating a partnership with someone who already has an existing audience in your field – can have great engagement rates and get your message out to more people. But so many brands want to get on board with influencer marketing that the influencers have to be very picky about who they promote. Building relationships with influencers is key. And with so many influencers out there, people are more likely to turn to true experts than simply people who are popular – this insight should help drive your influencer marketing strategy in 2018.

Ephemeral content

I’ve already done an entire post about the rise of ephemeral content, but this is definitely something you should add to your marketing mix in the coming year.


Chatbots have become more and more popular through 2017, and this is only expected to increase in 2018. Using a chatbot to manage direct messages your audience sends you through social media is a great opportunity. It enables instant responses even when you’re not near your phone, and a well set-up chatbot can deliver exactly what your customer is looking for quickly and easily. They also make it easy to gather information about your audience. Read this post if you want more in-depth information about chatbots.


There’s lots of exciting things that will be happening in social media marketing in 2018. The key to getting ahead is to look at the trends, sit down, and get strategic about which trends you’re going to capitalize on. You don’t have to jump on every bandwagon at once. Determine what strategies are going to be most valuable for you and your brand before you get started.

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