Jayson DeMers | November 20th, 2014 | Forbes
1. We’ll witness the rise of Ello
What we couldn’t have predicted last year was the emergence of a new social platform intended to go head-to-head with social media giant, Facebook. The platform, which is still in public beta (meaning invite-only), has caused quite a stir; dubbed by some as the ‘hipster social network’, Ello offers a forever ad-free experience and promises to never sell its users’ information to third parties. Their website states: “Collecting and selling your personal data, reading your posts to your friends, and mapping your social connections for profit is both creepy and unethical. Under the guise of offering a “free” service, users pay a high price in intrusive advertising and lack of privacy.”
It’s unclear at this point whether the extreme buzz around the platform is simply because of its positioning as the ‘anti-Facebook’, or whether it has the substance, design and functionality to actually become a serious competitor for Facebook. Engagement on the platform doesn’t seem to be high at this point, and some are pointing out the current weaknesses of the platform, including the lack of video-integration and meaningful conversation and engagement.
Regardless, Ello is likely to grow in 2015, both in terms of numbers and engagement, and many will be watching closely. For more background on the platform, see my article, Ello: What Is It and Why Does Everyone Want an Invite?
2. Facebook ad pricing and demand will significantly increase
It’s no secret that Facebook post reach is significantly decreasing, and has become a serious problem for business owners who are using the platform for marketing purposes. This steady decline in reach is what has been coined the Filtered Feed Problem.
As Facebook continues to limit the number of posts page fans actually see, the demand for promoted posts and ads will continue to increase. And with this increased demand will come increased pricing. According to an Ad Week article earlier this year, 2014 Q1 Facebook ad pricing was up 10% over 2013 Q4 pricing. This trend is likely to continue into 2015 as organic post reach continues to fall.
3. Twitter’s new business advertising model will skyrocket in popularity.
With Twitter’s move to offering businesses more choice and flexibility in how and what they pay for in terms of advertising, more small and medium sized businesses will jump on the Twitter ad bandwagon. The new fee structure allows businesses to pay for certain performance-based actions rather than just retweets or clicks.
These objective-based campaigns, which are still currently in beta, will offer more flexibility including tweet engagements (retweets, replies, etc.), website clicks or conversions, app installs, new followers and leads. These campaigns will be particularly appealing to small business owners who want to pay for results, not just for brand visibility.
Read More at Forbes.