Are We Living on The State of Strategic Content!
In a challenging and rapidly changing world for electronic publishers, content providers, and digital marketers, content strategy makers in Dubai —where the gray clouds of ad blocking, content competition, short-attention-span consumerism, and monetization pressure loom over the horizon—social media is the positive aspect.
Far from being a fad or gimmick, social media today offers incalculable value for brands to keep users engaged with targeted messages, offers, and content management Dubai—all with efficiency and expediency. And the prospects for engagement are tantalizing: Consider that the average user logs 1.72 hours per day on social platforms, comprising 28% of total online activity, per GlobalWebIndex’s “GWI Social” report.
But optimizing your current opportunities on social media requires watching the latest trends, tools, and technologies. Therefore, looking back at what transpired in this space in 2016, and calculating the possibilities abundant in 2017, can be constructive.
Social media is no longer primarily viewed as an engagement channel. “Top sites have solidified a gateway to capture substantial media dollars, and we’ve seen marketers shift a huge percentage of their advertising investment into sites like Facebook, YouTube, Snapchat, Instagram, and Pinterest.
Major social media headlines in 2016 included Microsoft’s acquisition of LinkedIn; Twitter allowing for longer videos (up to 140 seconds); Snapchat introducing more features, including geo-filters and geo-stickers; and accelerated demand for live streaming video services, as evidenced by the rollout of Facebook’s Live, Snapchat’s Live Stories, YouTube Live, and similar capabilities offered by Periscope and Meerkat.
Many social networks are adding some form of video interaction, Twitter’s rollout of its Moments feature as another example. This has upped the ante on requiring companies to be more creative in the realm of strategic content and messaging in integrating video into their digital marketing and social campaigns. But the Arabic strategic content still absents from there.
When Facebook changed its newsfeed algorithm this past year to give promotion priority to content posted by users’ family and friends—at the expense of publishers posted content—it had enormous implications for businesses to develop more content development in Dubai and the region.
Brands must look elsewhere to house a direct relationship with consumers through an original Arabic strategic content.
Today, social media—primarily in the form of major players such as Facebook, LinkedIn, Twitter, and YouTube—is routinely employed as a major ingredient in the omnichannel mix for both B2B and business-to-consumer (B2C) marketers.
“The challenge is still measuring ROI and revenue impact of the social channel, but engagement is tracked very well.
However, many marketers still struggle with quantifying the financial benefits that social media can provide. Also, the lack of integration into other marketing platforms, comprehensive reporting, and financial metrics are still major challenges faced by most social media strategies and channels.
Another uphill battle is overcoming information overload. “There is too much content for any one person to consume,” says Seth Bridges, founder of Rival IQ, who notes that, at any given point, Facebook has more than 1,500 posts awaiting each user. “This leads to three outcomes—ever-changing feed algorithms, a constant effort by publishers to improve the quality of their content to appease these feed algorithms, and the rise of paid promotion.” Bridges suggest that good execution and feed algorithms by social networks, coupled with higher-quality content from all publishers, can yield an improving customer experience.