At True Anthem, we are changing the way content is distributed by publishers across the social web—for the better. We surveyed over 100 major publishers and media companies to understand their challenges with social distribution and how they meet them.
We found that one in three publishers experienced a downward trend in social media results over the last year, including declines in reach, traffic and engagement.
As Facebook continues its dominance of social media, publishers are being forced to continually adjust their content strategies to align with the platform’s shifting algorithms. That includes Facebook’s growing emphasis on video. Video is also an ever-increasing component of other social platforms, including Twitter, Instagram and Snapchat.
Unlike social scheduling tools, artificial intelligence that can identify the best-performing content for social posts—and the best time for posting—will create bandwidth for publishers to better address video and other opportunities. Eighty-six percent of our survey respondents believed AI would impact their social media programs within the next five years. Fifty-seven percent believe that AI can improve operational efficiencies, allowing their staff to accomplish more.
In the face of declining organic reach for publishers, better organic content distribution and paid acquisition represent the major opportunities in 2018, alongside video. And yet, video is resource-intensive, and the majority of publishers have yet to fully expand their video capabilities. Couple this lack of capacity with declining organic reach on Facebook and the time it takes to prepare social posts, and it’s clear that publishers must find new ways to handle social posting.
For publishers to embrace and reap the benefits of AI, they’ll need to be confident that it is smart enough to avoid blunders, and that editorial control and integrity are not being jeopardized.
In the survey, we also asked about use of secondary social platforms, frequency of posting, and publishers’ goals for social distribution. We found out how publishers achieve ROI from social efforts, their metrics for video content and current and future spending on acquisition.
This critical information can help all publishers benchmark their efforts against leaders, improve their own ROI on social publishing and position themselves strongly for 2018.
To read the full report, please download it here.