2016 was a year of integration for many of the major social media platforms. Snapchat was known for its content being raw and in-the-moment, until Snapchat Memories were created.
Instagram was known as a platform to post flawless images for a like, until Instagram stories were created.
Facebook was a way to connect with friends and share photos, until Facebook moved towards sharing the most up-to-date and trending stories.
Expect that to continue in 2017. Our generation (FAIR WARNING: I’m a millennial!) has become SO intrigued by knowing exactly what everyone is doing right now, at this very second; you can also expect to see much more live content across all social media in 2017.
The expectation for 2017 is that videos will continue to be the leader in most-viewed content. Facebook has invested its focus this year on growing video content, specifically live videos. Mobile will continue to be the leading consumption device as more people stray from their desktops.
2017 will be the year for stronger competition across all platforms. In 2016, Facebook mentioned creating more augmented/virtual reality aspects, including filters similar to Snapchat. Although Google is still tops in Search, it may not be long before Facebook becomes a close contender.
Instagram released business tools in 2016 which I think will become more of a phenomenon this year. Business tools allow users to create business profiles, view analytics, and create ads directly on the platform, which could then lead Instagram into the business competition for ad space. Instagram will be incorporating live video into their app this year, as well.
Snapchat created spectacles in 2016 (glasses that can post directly to Snapchat MyStory) so those will likely become more of a fad this year. Snapchat also expanded to sponsored geo filters implying that in 2017 they will really zone in on their ad products and enhance their targeting to be stronger competitors in the advertising field.
To summarize, I think the use of advertising on Instagram and Snapchat will continue to grow in 2017 and the integration of live video will continue to trend throughout the year.