If your law firm has been using social media as a staple marketing technique for any length of time, you probably know how dynamic it can be. It’s constantly changing and in a perpetual state of evolution. Sustained social media success demands that you not only have a firm grasp on the fundamentals but that you’re continually adapting to unfolding trends. Let’s now take a look at some of the top social media takeaways from 2016 so that you’ll be positioned for success in the New Year.
1) Video Content is a Must
The number of YouTube users reached 1.3 billion in 2016. That’s not all that far behind Facebook and shows just much people love online video content. Furthermore, “Mobile YouTube users spent 40 minutes on an average session, up more than 50 percent year-over-year.” This goes to show that people are spending more time on this site, and this trend is likely to continue as we move into 2017.
If your law still hasn’t incorporated video into your marketing strategy, now is a great time to do so. Not only can this help you reach a wider percentage of your demographic, it’s ideal for deepening relationships and enhancing your brand identity.
2) Live Video is Gaining Traction
Piggybacking off of our first point, there’s a new trend — live video. With platforms like Facebook Live and Periscope becoming more popular, it’s clear that users are responding favorably to live video feeds that are recorded in real-time. There’s something about viewers tuning in for live video that seems to be resonating, and it’s likely that this trend with continue moving forward. Some specific angles your law firm could take with live video is Q & A sessions, legal tips and tricks and behind the scenes footage.
3) Instagram is a Viable Network for Lawyers
Although Instagram may not be your first choice of social networks to be active on, it’s definitely worth your attention. Here are just a few stats that show us what the state of Instagram is like in 2016:
- Instagram has over 500 million active monthly users
- It’s used by 31 percent of American women and 24 percent of men
- 75 percent of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post
These stats tell us two very important things. First, there are a lot of people actively using Instagram. It’s user-base has skyrocketed over the past few years and shows no signs of slowing down. Just look at how the interest over time has increased on this graph from Google Trends.
Second, it receives a high level of engagement. In fact, an infographic from Invesp CRO found, Instagram posts receive 4.21 percent brand engagement, while Facebook posts only receive 0.07 percent and Twitter 0.03 percent. That’s incredibly impressive!
If you’re looking for some ideas on what to post or some inspiration in general, check out this post.
A big part of being successful on social media is being adaptable. By paying close attention to what’s happening and the type of content that users are responding to, you’ll have a major advantage over your competitors in 2017.