For small businesses, individual influencers and brand new accounts, Twitter’s new Promote Mode is a great option to build visibility and followers more quickly.
Facebook’s new tool will make well-designed campaigns much more successful.
A new ad format from Twitter will allow for much greater video engagement on the platform.
Large media players are now involved with Snapchat, especially with the newest feature, Discover. Discover operates as an a la carte media system in which users can select from a series of outlets that range from established channels to up-and-comers that have flourished in the digital age. Users then consume as much or as little as they want, along with non-intrusive advertising. The format lends itself to higher quality productions; Snapchat’s blog describes it as “built for creatives.” The end result is an experience that is mobile, specific to a user’s interests, free of obtrusions like preroll video ads.
Advertising on social media networks topped $15 billion in 2016, and is expected to reach almost $20 billion in 2017. $15.3 billion in 2016 represented a 41 percent increase over 2015.