According to Forbes Communications Council contributor Atanu Shaw, “a whooping 40% of this year’s global ad spend will take place online. And more specifically, ad spend on social media is expected to increase by more than 20%, totaling $58 billion.”

If a business wants to see steady growth in their respective marketplace then adapting to current generations social media viewing habits is crucial. Businesses would be naive to think that having little to no social media presence benefits their success.

According to Hubspot, video advertising is the ad format with the highest engagement rates on the internet, and since mobile video viewing is breaking records in 2018, more and more people are ready to watch your video ads.

That is why ephemeral content is so important on platforms such as Facebook, Instagram, and Twitter. This content is designed to be viewed quickly but have enough depth to convey the product effectively.

Consumer behavior is extremely traceable now with everything going totally digital and this is extremely beneficial because marketing companies can now track exactly how many people clicked on a retargeting ad, where they came from, how long they stayed on the site, and the content they engaged with.

Therefore as content creators is it important to constantly be creating engaging content. As Jennifer Yee stated in an article on ephemeral content, “This poses a challenge for marketers to be on top of their game when curating content for these channels because they cannot be made and recycled like other campaigns.”

New original content is key when starting a social media campaign because viewers timelines are often saturated with so much content that it can be difficult to stand out or make an impression on your intended audience.

Also posting regularly encourages new types of engagement amongst your followers, certain things can interest people if they are seeing it for the first time. Along with just posting at normal scheduled times, you can also identify what else works via trial and error to really refine your content creation.