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In my opinion social media still


has a long way to go in order to stand out as a marketing channel. Many big brands and the social platforms themselves are making good in-roads, but the shift towards paid promotion to generate any kind of reach proves that social media needs an overhaul.


Immersive, interactive content Social Media Point Plan:


Director of Social at 8 Million Stories (8MS). From interactivity to automation, he tracks the issues shaping social media marketing in 2016


Simon Heyes is Co-founder and 1


I’ve been banging the interactive content drum for the last three years,


and brands are slowly starting to take notice. Users want interesting, immersive, interactive content, and the more personalised the content is, the better. Facebook recently launched Canvas (canvas. facebook.com), a native platform  multi-media storytelling. Brands should prepare themselves to take advantage of this format, and keep an eye out for other platforms


following suit. Virtual reality steps forward 2


2016 is gearing up to be a big year for virtual reality. You may say that VR isn’t


strictly related to social media, but I believe it is. In a big way. According to Deloitte, the VR industry is expected to break the $1 billion  terms of the major players, Facebook have started taking pre-orders for Oculus Rift, HTC’s Vive product is due for release in April, and Google are making moves to push their Cardboard product. How will this tie in with social? As yet that part is unclear,


but it could bring a whole new 


Analytics and analysis 3


This is a big area that brands need to plan for in 2016. In my opinion the


analytics information provided by the social platforms is terrible. Downloadable spreadsheets from Facebook, limited timescales in Twitter Analytics, and for those running a campaign with a hashtag across multiple platforms using  better chance of successfully herding cats than you do of pulling together a full campaign report with all the reach and engagement data. There need to be big improvements in analytics, from better platform provisions to improved attribution.


Video takes centre stage 4


There are so many video platforms available. Facebook, YouTube,


Instagram, Vine, Periscope, Snapchat… but are brands ready to take advantage? Mobile video content is still in its infancy, with only a few brands taking the plunge. Mobile video creation, live-  set to boom in 2016, so brands need to be ready with relevant, on-brand, planned campaigns for the right platforms, ensuring they know what their audience wants to see.


64 annual sourc e guide 2016


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