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2018SOCIAL MEDIA TREND REPORT
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SOCIAL MEDIA:
TREND REPORT 2018

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2018SOCIAL MEDIA TREND REPORT
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SOCIAL MEDIA: WARS 2018
2018willseecontinuedgrowthandcomplexityinsocialmediaplatforms,withmoreusers,advancesintechnology,andnewways
toconnect,interact,andengageconsumers.Keepingabreastofthesechangesiscriticalforbusinessestoforgedeeperandmore
dynamicconnectionswiththeiraudience.
2017 was another big year for social media growth and it shows no signs of stopping. In Canada, more than 20 million people
are forecasted to have a social networking account by 2018, spending a daily average of over 100 minutes across platforms.
Advertising spend continues to be on pace with social media’s growing reach. Social media is becoming an increasingly
powerful tool with more immersive technology, increased targeting capabilities, and sophisticated analytics tools.
In the U.S., social media advertising spend is forecasted to grow rapidly in 2018. It’s already up 40% this year, predicted to
reach $8.5 billion by year’s end, and will grow to nearly $14 billion by 2018.2
In Canada, brands spend a proportionality larger
percentage of their advertising dollars on social media, expected to reach over $560 million in 2017, with the largest share of
this revenue generated through mobile ads.1
2017 saw the evolution of many social media platforms, and 2018 will be no different. Staying on top of the latest trends in
social media is key for businesses to stay ahead of the competition and continue reaching and resonating with their target
audience. With that in mind, here is a rundown of our 2018 social media predictions.

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SOCIAL MEDIA 2018 TRENDS
CONTENTS
FACEBOOK PINTEREST SNAPCHAT LINKEDININSTAGRAM TWITTER
• Virtual Reality
• Augmented
Reality
• Facebook
Messenger
• Multiple
Newsfeeds
• Instagram
Stories
• Shopping
Tags
• Explore
• 360 Video
• Character
Explansion
• Explore
• Live Content
• Image
Recognition
• Buyable Pins
• Video
• Pinterest
Lens
• Taste Graph
• Spectacles
• Augmented
Reality
• Discover &
Explore
• Animojis
• Business
Insights
• Video Content
• Linkedin
Learning
• Links to
Microsoft
Family
04 09 13 16 20 24

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FACEBOOK
Facebook is the number one social networking site in most major markets, including
Canada, with over 2 billion monthly active users worldwide3
. While achieving steady
growth, it has also had some challenges in 2017. Facebook has come under fire for
the proliferation of fake news on their platform and its influence on the U.S. election
last November. 2018 will see Facebook further addressing this issue, while continuing
to experiment with new ways to enhance the Facebook user’s experience.
VIRTUAL
REALITY
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MULTIPLE
NEWSFEEDS
AUGMENTED
REALITY
FACEBOOK
MESSENGER

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Although we’ve seen considerable chatter regarding Virtual Reality, costs and
accessibility have kept the technology, and its uses, from going mainstream.
Facebook has continued to show an interest in VR and how it can specifically be
utilized for social purposes.
Recently Facebook has allocated additional resources into their digital video
offerings, launching Facebook 360 earlier this year. With 360, Facebook users
can see panoramic views directly on their newsfeed, while compatibility with VR
means that videos can be brought to life on VR headsets.
Facebook recently announced they would also be testing their VR experience in
partnership with Oculus, presenting users with a virtual scavenger hunt on their
newsfeed, to promote the upcoming Jumanji film.4
Brands can expect an increase in virtual reality adoption rates as this it evolves
and gains more commitment from social media platforms. Expect Facebook to
encourage companies to create and share their own 3D content to further blow
out this technology. While Virtual Reality is still in its infancy, it’s also worthwhile
for brands to develop 360 digital videos to maintain relevancy over the course of
this tech revolution.
VIRTUAL REALITY
FACEBOOK

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At their F8 conference this year, Facebook confirmed their focus on Augmented
Reality, with the hope that it will allow users to share richer experiences. Facebook
recently dabbled in this area through their location based virtual art installation.
By viewing the Facebook headquarters through Facebook camera, users were
able to see Heather Day’s abstract paintings come to life.
Facebook will likely continue investigating methods of blending the online and
offline worlds, and the best ways to monetize this technology. Look for Facebook
to extend their art project model to branded programs by offering location-based
promotions that can only be viewed through Facebook camera. As the cost of
creating AR content becomes less restrictive, it is worthwhile for brands to develop
marketing plans that incorporate this breakthrough technology.
AUGMENTED REALITY
This new platform for
augmenting the world and
information around us will
explode now that both
Google and Apple have it
natively integrated into
their mobile products.”
Michael Chase, CMO
St. Joseph Communications
FACEBOOK

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Instant messaging caters to consumers’ demand for immediate, real-time connections.
In fact, 62% of Millennials are more loyal to brands that engage with them via instant
messaging channels.5
While the commercialization of FB Messenger has fallen short of
expectations, Facebook will likely continue pushing Messenger to become the go-to,
must-have communication service in 2018.
Facebook is currently testing their customer chat plugins on various brand websites,
allowing users to chat with businesses directly through the Messenger framework.
Users will never lose their conversation history and will be able to seamlessly extend the
conversation across mobile, web, or tablet, making communications easy and convenient.
With the newest upgrade of FB Messenger, Facebook recently introduced Bots into
Messenger to create a more effective customer service solution for brands. Following in the
footsteps of Asia’s WeChat, Facebook has also announced they will be investigating ways to
incorporate a peer-to-peer payment process through their Messenger platform.
As Facebook pushes Messenger to become the be-all and end-all for customer service,
brands could benefit from moving their customer service communications to
online platforms.
MESSENGER
ARTIFICIAL
INTELLIGENCE &
CHATBOTS
As Mark Zuckerberg predicted
when launching Messenger’s
next iteration and their bots:
“People prefer to order things
from bots. People don’t like
speaking to people.”
More personal and contextual
storytelling will appear as AI
algorithms begin to decode
who each consumer is and
what each consumer wants.
Knowing this we will see real-
time engagement expand, not
knowing if we are speaking to
humans or bots with platform
outsourcing their customer
service to bots.”
Michael Chase, CMO
St. Joseph Communications
$
FACEBOOK

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Facebook announced in March that it would be testing two separate newsfeed streams
in Bolivia, Cambodia, Guatemala, Serbia, Slovakia, and Sri Lanka. This test will see a
dedicated newsfeed for friends and family and a separate newsfeed with content from
liked pages, businesses, artists, and other news outlets.
Businesses have speculated that this might be the end of free, organic Facebook reach
and that going forward, publishers will have to pay a fee to get back into the personal feed.
Facebook, however, denies that this is a play for more ad revenue and says it has no plans
to roll this out on a global level. Having said that, expect Facebook to gage the results of
this test to see if is worthwhile expanding the format to wider markets.
MULTIPLE NEWSFEEDS
FACEBOOK

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INSTAGRAM
As of September 2017, the mainly mobile photo-sharing network reached 800 million monthly
active users, up from 600 million in December 2016.6
Since it’s inception, Instagram has found
favour specifically with teens and young Millennials. In the U.S., more than 50% of users are
between 18 and 29 years of age.9
In Canada, specifically, Instagram has 8.5 million monthly users who are uploading an average
of 2 million photos per day.6
Instagram has experienced fantastic growth in 2017, and will
likely continue pushing the envelope to shut out competition from Snapchat. Look for greater
monetization of the platform through driving in-advertising purchase.
INSTAGRAM
STORIES
360
VIDEO
SHOPPING
TAGS
EXPLORE
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Instagram Stories, modelled after Snapchat’s core offering, allows users to post photos
and videos that disappear after 24 hours. It has already achieved 200 million daily active
users, surpassing Snapchat’s user base by 40 million7
, and now includes live-streaming,
augmented reality video masks, and searchable location tags.
Instagram will likely continue to invest in this space to further edge out its closest
contender. Expect this platform to investigate ways of generating new advertising
revenue through exploiting Stories’ continued growth. Instagram’s particular focus on
image and video based content makes it a great platform for engaging consumers with
Augmented Reality communications.
INSTAGRAM STORIES
EPHEMERAL
CONTENT
This content is any material
that is impermanent or short-
lived, for example, Instagram
stories or SnapChats. As
Instagram has begun
replicating this content native
to SnapChat we can expect
to see this as a big trend,
especially within GenZers.”
Michael Chase, CMO
St. Joseph Communications
INSTAGRAM

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Instagram launched their Shopping Tags function just over a year ago, enabling brands
to tag pictures of their products with relevant information. When users click on a tagged
image, they can view product availability or pricing information directly on top of the
post. Multiple brands have found success with this feature, notably BigCommerce brand
Natori saw a 1,416% increase in Instagram traffic to their website and Magnolia Boutique
saw a 20% increase in revenue20
. Instagram recently partnered with Shopify to advance
the Shopping Tags mechanism, and has plans to roll it out to a greater number of
businesses in 2018.
Given its unobtrusive nature, and the fact that users must actively choose to click on
the products in order to view the tags, it’s a great way to discretely incorporate product
information without interrupting the user experience.
2017 saw Instagram further developing their Explore section, encouraging consumers to
spend more time on the platform to discover relevant posts and videos. With Pinterests’
success in visual search, Instagram will likely incorporate image recognition and search
into their Explore functionality.
These searches can help brands connect with a more engaged user base that are actively
seeking their products or services, laying the foundation for greater brand advocacy.
EXPLORE
SHOPPING TAGS
INSTAGRAM

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On the heels of its parent company, Instagram will potentially incorporate the
360-degree feature in their photo and video options, creating a more immersive
experience for its users.
Brands could benefit from developing 360 video content for this platform, with
research showing that 41% of consumers prefer 360 videos because it allows them
to demo a product before buying it.8
90% of consumers believe that content will be
better in 360 video versus traditional video and 360 video is also 8x more likely to result
in click-throughs versus traditional video.11
While 360 content can be a promotional
powerhouse, its effectiveness on Instagram hinges on developing communications that
are specifically targeted to its younger audience.
MOBILE FIRST
CONTENT
Mobile will surpass desktop as
the device of choice for viewing
content which continues to
grow at quantum leaps as the
flourishing world comes online,
expect to see outstanding
mobile content making a leap
this year.”
Michael Chase, CMO
St. Joseph Communications
360 VIDEO
INSTAGRAM

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TWITTER
Despite a steady revenue growth – $2.5 billion in 2016, an increase of $2.2 billion from the previous year, Twitter
has yet to report a positive net income. In 2016, its annual net loss amounted to almost 457 million, and 2017 is not
looking much better.9
Its user growth is also stagnating at an average of 330 million monthly active users.
To complicate matters further, Twitter’s integrity has come into question following the 2016 elections. Investigations
have uncovered a wide proliferation of bots, tweeting and re-tweeting misinformation from hundred of thousands
of fake accounts throughout the microblogging platform. From a business standpoint, these fake accounts inflate
user data, making it difficult for businesses to measure the effectiveness of their ad dollars.
Twitter has introduced new measure to better detect and remove inauthentic accounts10
, and continues to explore
ways to increase transparency and grow their platform. 2018 will be a pivotal year for Twitter to show it can retain its
user base and create new opportunities for revenue streams.
EXPLORE IMAGE
RECOGNITION
CHARACTER
EXPANSION
LIVE CONTENT
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To reinvigorate their core business, Twitter has doubled their character limit from 140
to 280 for a select market. For longer messages, Twitter recently confirmed that it is
also investigating a Tweetstorm option where users will be able to link their tweets
together so that they can be read in succession11
.
While it may offset Twitter’s core brand value of quick, punchy brevity, in the end,
the usage data will confirm whether this beta phase is a success. Expect a wider roll out
of this experiment if Twitter finds an increase in user numbers or user activity.
Earlier this year, Twitter replaced Moments with the new Explore tab, making it easier
for users to find content that corresponds with their interests. It’s a combination of
searches, Moments, live video, and trending hashtags.
The Explore tab can give marketers insight into real-time, relevant topics so that
communications can be customized accordingly. Expect Twitter to continue developing
this space to ensure users are being served with the most meaningful content.
EXPLORE
CHARACTER EXPANSION
TWITTER

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Twitter recently announced it has raised enough funding to launch 16 live video shows.
While this is a departure from their core text based service, it is also evidence that they
are actively pursuing innovative ways to refresh their platform.
If Twitter can successfully promote these videos, and achieve user engagement, it
could open the door to a variety of video content, giving businesses an opportunity to
connect with consumers in a real-time format. The exclusivity of live content can raise
considerable hype for a brand or special event.
Image recognition, or computer vision, while fairly new, is gaining traction across
various social media platforms. Twitter also has some skin in the game, recently using
image recognition to give brands the opportunity to reward its consumers for tweeting a
picture of a brand’s advertising.
Expect Twitter to extend this promotional tool across industries in 2018, creating an
opportunity to generate additional ad revenue and increase user engagement. While
brands can obtain higher awareness levels through these tweets, they can also gain
insight into the reach of their offline advertising.
IMAGE RECOGNITION
LIVE STREAMING
When done correctly and used
properly, live streaming will
enhance the booming video
market allowing brands and
industry influencers to talk
directly to their market.”
Michael Chase, CMO
St. Joseph Communications
LIVE CONTENT
TWITTER

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BUYABLE
PINS
TASTE
GRAPH
PINTEREST
Pinterest started as an online bookmarking tool, where users could discover and save links
related to their interests. Now, having procured 150 million monthly active users, and over
50 billion pins15
, it has become a community where consumers generate ideas, compare
options, and hunt for product information. Pinterest has also progressively evolved into
an ecommerce site, where product views can lead to sales. While the site skews heavily
female, it has a growing male base, who make up 40% of their new sign ups.15
VIDEO PINTEREST
LENS
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Pinterest has an undeniable influence over purchase intent. Research shows that
87% of Pinners have bought a product because they saw it on Pinterest, and 72% of
Pinners use the site to help them make purchase decisions12
, making it an influential
platform for brands to engage their target audience.
Capitalizing on this strength, Pinterest has focused on its in-stream buying options
to allow consumers to purchase products directly from their Pinterest feed. Look for
Pinterest to further develop this side of their business, exploring advertising options
and customizing Pins to user’s preferences and purchase history.
SHOPPABLE
CONTENT
We will see content becoming
more “shoppable” in 2018
making it easier for consumers
to purchase what they are
viewing, clicking and
watching online.”
Michael Chase, CMO
St. Joseph Communications
BUYABLE PINS
PINTEREST

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Brands would do well to incorporate video content into any Pinterest plans, with nearly
70% of Pinners saying that video inspires them to follow a call to action.13
Pinterest has
recently executed an auto-play function, where promoted videos automatically play as
the user scrolls down their Pinterest feed.
If their Halloween promotion is any indication, Pinterest may look to incorporate greater
interactivity within their videos.14
Users were able to virtually tour a Haunted House
while clicking on items to view Halloween ideas. Pinterest may roll this out for corporate
use so that brands will be able to create an immersive experience for their consumers
while promoting a range of different products.
VIDEO
Video will take center stage
across all devices and
platforms in 2018 being the
top content we digest on our
mobile devices.”
Michael Chase, CMO
St. Joseph Communications
VIDEO
PINTEREST

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Pinterest recently launched Pinterest Lens, one of their more innovative developments.
Through image-recognition technology, users can take pictures of an item with their
Pinterest camera and be served with Pins related to that item. Therefore, taking a
picture of a particular ingredient, may lead to recipe ideas or cooking tutorials.
Look for Pinterest to convert this space into a revenue stream, giving businesses the
opportunity to deliver branded content to consumers.
In line with their more business-centric model, Pinterest introduced their Taste Graph in
September, an amalgamation of data regarding their users’ evolving tastes, preferences,
and interests. The Pinterest Taste Graph is built on over 100 billion Pins, and the trillions
of interactions people have with them every week. When a user searches or saves a Pin,
Pinterest obtains vital consumer insight15
, and this information is available to brands.
Pinterest will likely continue pushing the benefits of Taste Graph, using their analytics
to bring more focus to their business partners, allowing them to develop more targeted
communications geared towards their core consumer’s interests and lifestyle.
TASTE GRAPH
PINTEREST LENS
PINTEREST

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AUGMENTED
REALITY
SNAPCHAT
Snapchat has had a tough year, failing to meet investor expectations after their recent IPO.
Now with rival Instagram outpacing its user base, Snapchat will need to make some big
moves to retain its share of the social media world.
As a less established platform, Snapchat is in a unique position to take risks, something that
we saw with their Spectacle offering.
ANIMOJISSPECTACLES DISCOVER
AND EXPLOREPage 21
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Sales of Snapchat’s Spectacles, their much-anticipated video recording enabled glasses,
fell well below expectations. The launch came 5 months after the campaign. There was
lack of content, almost no celebrity influencers, and a slew of inventory issues at the
beginning of roll out. Further adding to its issues, videos taken with Spectacle were not
compatible with a smartphone’s camera roll or any other social media platform, limiting
its use to Snapchat.
Recently, Snap Inc. doubled down on Specs, registering plans for an AR enabled
version.16
If Snapchat is able to work out the kinks from the first launch and even
incorporate immersive technology via mixed reality, it may successfully breathe
new life into Spectacles.
Similar to its competition, Snapchat is dabbling in image recognition and AR technology. Last month, they launched a visual art
installation across North American to inspire creativity and engage their young users. There are two installations in Canada, in
Toronto’s Entertainment District and hip Queen West neighbourhood, solidly focused on a younger demographic.
Using Snapchat’s camera, users can view the virtual art of Jeff Coons through an interactive experience. This clearly isn’t a one-off
for Snapchat, as it is actively seeking more artists on their website, a sign that they will likely have more installations in the future.
If this experiment successfully captures user attention and increases their engagement, expect to see this program rolled out to
businesses seeking to specifically target Snapchat’s younger audience.
With more tech companies and big brands investing in Augmented Reality, it’s only a matter of time before it gets to critical mass.
Developing Augmented Reality content can allow brands to tap into what will inevitably be a popular space.
SPECTACLES
AUGMENTED REALITY
SNAPCHAT

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To increase user engagement and the time consumers spend on their app, Snapchat will
likely incorporate an Explore or Discover space similar to that of its social media rivals.
While Snapchat has found some success in maintaining a close-knit, community feel,
opening up its users to a breadth of curated content may result in additional revenue
streams and give brands more opportunities to connect specifically with
the 18 – 24 year old market.
DISCOVER AND EXPLORE
TOP
SECRET
MESSAGING
(“DARK SOCIAL”)
We will begin to see the
emergence of messaging
platforms showing up on brand
websites as a new way of
engaging consumers - expect
to see WhatsApp, Messenger,
WeChat, QQ and SnapChat
popping up to “help” you on
your path to purchase.”
Michael Chase, CMO
St. Joseph Communications
SNAPCHAT
Discover & Explore with Snapchat

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GENERATION Z
We can expect to see this
new cohort take center
stage in 2018 as a wealth of
information is coming forward
re Gen Z (1995 - 2012)”
Michael Chase, CMO
St. Joseph Communications
Snapchat kicked off a global trend with its lenses, where consumers can align virtual
animation on top of their face when viewed through the app. Most recently, Snap Inc.
worked with Apple to create Animojis for their iPhone X. Camera filters will be able to
track facial movements and incorporate them into an animated character that uses the
user’s voice and mirrors their facial expressions.17
Given its history and success with lenses, and its involvement with the Animoji,
look for Snapchat to incorporate this technology into their platform.
ANIMOJIS
SNAPCHAT

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LINKEDIN
With over 530 million active monthly users and 100,000 articles published weekly21
,
LinkedIn has done an incredible job of carving out a unique space for itself within
the social media world. It has become the destination for networking and job
searches, and has recently expanded its offerings to include better tools for training
and career advice.
VIDEO
CONTENT
LINKS TO
MICROSOFT FAMILY
BUSINESS
INSIGHTS
LINKEDIN
LEARNING
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LinkedIn is in possession of a wealth of knowledge pertaining to job seekers and job providers,
which users can tap into for career guidance and keeping up with the latest job trends.
In 2018, LinkedIn will likely offer businesses access to their in-depth data, providing them with
key information pertaining to recruitment, retention, and training. Brands will have the potential
to gain vast amounts of insight across regions and industries.
Following in the footsteps of many of its competitors, look for LinkedIn to start
incorporating more video content into its platform
As newcomers to providing video content, they still have some catching up to do.
However, it can create a niche for itself through offering video content tailored
specifically to the professional market.
To cement its position as the Human Resources platform, LinkedIn has launched
LinkedIn Learning, offering over 1,000 online business courses and providing a variety of
content written by successful business professionals from around the world.
Leaning into this space will allow LinkedIn to give users a reason to spend additional
time on the platform while brands and executives who can incorporate their messaging
into these learning tools will be regarded as experts in their field.
BUSINESS INSIGHTS
VIDEO CONTENT
LINKEDIN LEARNING
LINKEDIN

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With its acquisition by Microsoft, expect LinkedIn to be further integrated into existing
Microsoft offerings, and vice versa. Microsoft has a wealth of services and solutions for
business growth, most recently turning its focus to digital transformation.
Microsoft can leverage LinkedIn’s strengths through uncovering ways for businesses to
better engage their consumers and empower their workforce. Likewise, LinkedIn content
like tips, or course schedules, can pop up across a Microsoft user’s enterprise offerings.
LINKS TO MICROSOFT FAMILY
LINKEDIN

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IN CONCLUSION
With the growing popularity of social media, marketers are finding more innovative and
meaningful ways to connect with their consumers across platforms. With the myriad
of new offerings coming in 2018, social media marketing can be the best way to target
or re-target key demographics, acquire new users, increase awareness, and ultimately,
convert interest to sales.
Of course, a brand’s social media strategy is only as good at the content that supports it.
Content must consistently resonate with consumers to elicit a reaction. To that end, it’s
important to create distinct content that caters to each particular social media channel,
remembering to ensure compatibility with mobile devices. The majority of consumers
access social media sites through their smartphones18
with market leader Facebook
accounting for over 75% of all mobile social media site visits.19
Brands must also stay agile to refresh content in line with the constant developments
in social media. Innovative technology and new business models in social have
resulted in richer forms of content, more interactivity through a focus on video, and
more immersion through augmented, virtual, and mixed reality. And with a growing
emphasis on back-end data analysis and transparency, brands will be able to better
measure the effectiveness of their social media marketing dollars.

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IMAGES
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5
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6
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11
http://mashable.com/2017/11/16/twitter-testing-tweetstorm-feature/#t4ohtlSZisqB
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19
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https://about.pinterest.com/en/lens
https://business.pinterest.com/en/blog/introducing-the-pinterest-taste-graph-and-enhanced-targeting
https://www.shopify.ca/blog/33341508-everything-you-need-to-know-about-pinterest-s-new-buyable-pins
https://www.imore.com/awesome-app-lets-you-record-animoji-videos-outside-imessage