Social media is one of the most widely used marketing mediums, and nearly nine out of every 10 businesses actively uses this strategy. But in order to thrive and reach the largest percentage of your demographic, you need to make perpetual adjustments and take into account new trends.
2018 should be an exciting year, and there are four particular social media trends that your law firm will want to be aware of.
Growth in Live Streaming
Everyone already knows that video is huge. There has been a dramatic spike in the number of people consuming video online, and YouTube is even the second largest network after Facebook.
But what’s really growing like wildfire is live video. Here are a couple of stats that put things into perspective:
- 81 percent of Internet and mobile audiences watched more live video in 2016 than in 2015.
- Live video is more appealing to brand audiences: 80 percent would rather watch live video from a brand than read a blog, and 82 percent prefer live video from a brand to social posts.
While it may take a bit of creativity to make live streaming work for the legal industry, this is definitely a trend to take note of.
Instagram Becomes More Robust
With 800 million users as of September 2017, there’s no denying Instagram’s global influence. What’s interesting is that it has morphed from mainly being a “vanity” app to becoming a viable platform for boosting exposure for brands across nearly all industries.
For instance, you can now connect your Instagram account with your Facebook to create a business profile. This is a way to generate more leads and streamline the contact process for potential clients. So if you still haven’t experimented with Instagram, 2018 is a great time to do so.
Twitter Loses Relevancy
As of Q3 2017, Twitter had only 330 million users, which puts it significantly behind Facebook, YouTube and Instagram. Although it’s historically been a fantastic social network for lawyers and perfect for building authority, you may want to reconsider how much time you devote to it moving forward.
With considerable revenue loss and a drop in active U.S. users in 2017, it’s clearly losing momentum. Some experts have even gone so far as to say that “Twitter is dying.” While that may be a little extreme and it clearly still has value, 2018 will be a good time test out other networks.
A Bigger Focus on Generation Z
It seems that all we’ve heard about over the past few years is millennials, millennials, millennials. And this remains the primary age group that most lawyers are trying to reach.
But things are changing, and a recent study by Goldman Sachs reports that “Gen-Z matters more than millennials and will overshadow their predecessors in size and influence.” If Gen-Z represents a sizable portion of your audience, you’ll want to figure out the best way to reach them, which you can learn about here.
Each new year ushers in new social media trends that can impact your ability to reach your law firm’s audience. The trends listed here are some of the most notable and one’s you’ll definitely want to take note of in 2018.