10 Social Media Predictions for 2015

by:Kimberlee Morrison on December 22, 2014 11:40 AM

At the end of every year, social and marketing industry leaders try to predict which trends will score big in the coming year. We asked experts for their marketing and social media predictions for 2015. Here’s what they had to say.

RadiumOne CMO Eric Bader on Mobile Advertising

Native advertising will grow in social networks and mobile. We will see an expansion of brand advertising through native units in a space dominated by DR and conversion-seekers. But the real growth will be in standard units that are simpler to valuate and buy. Custom native will continue to grow, but will be more niche due to greater expense and production time.
We will see a huge expansion of mobile video advertising. Video consumption of all types, including traditional TV content, is going to happen on devices. eMarketer is predicting that more than 77 percent of all tablet users will watch video programming on their devices at least monthly. Programmatic buying of video ad inventory will grow in step as it will give advertisers the most efficient access to these growing audiences of video consumers based on their behaviors rather than just their demographic profiles.

Engagement Labs CMO Eli Singer on Social

YouTube Becomes Marketers’ “Shiny New Toy” Marketers will begin leveraging YouTube as a key medium within their mix. For too long, it’s predominantly been a place to play TV commercials, and has been ignored by most marketers. But the opportunity for long-form content and performance targeting, in addition to YouTube’s ability to develop custom features, makes a unique and exciting video experience for consumers.
Niche Social Grows Up Marketers will fork in their efforts — some will be doubling down on the main social sites of Facebook, Instagram, Twitter and YouTube, while others will begin to shift their efforts to more niche sites such as Reddit and forums. The direction brands go will depend upon their sophistication in regards to the space, as well as their social media budgets. It also depends upon how they use the medium, whether it’s for broadcasting purposes or engagement and community building.

Gigya on Social Identity Management

Apple will become an identity provider. While the introduction of Apple Pay in 2014 marked Apple’s first real foray into identity, 2015 will be the year that Tim Cook and crew stake their claim as a true third-party consumer Identity Provider (IdP). With over 200 million credit cards on file, deep relationships with financial institutions, knowledge of users’ on-device browsing behaviors, and insight into app downloads and usage, Apple has the ability to provide its millions of customers with convenience as they move across the Web. By making Apple ID...

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