Copyright of Front Porch Solutions

Copyright of Front Porch Solutions


3 Popular Social Media Trends in 2017

By Sandy Leung

Lead the social media conversation, connect with key influencers that matter, and measure the impact and value of your marketing budget. With the social media landscape constantly evolving, you need to track and understand the latest news, trends and insights about your brand so you can act quickly and efficiently. Here are 3 popular social media trends that are not going away anytime soon.

1.    Popular Social Trend that Sparks Another

Starbucks married two concepts that are extremely popular, a product that is Instagram-worthy and unicorns, the magical creature that fans of all ages have wonder and excitement about. Out of this cauldron of creativity, the Unicorn Frappuccino was born, for a limited time only.

 Starbucks Unicorn Frappuccinos. Copyright of BuzzFeed.

 Starbucks Unicorn Frappuccinos. Copyright of BuzzFeed.

These extremely photogenic and vibrant sweet drinks were only available for 5 days (April 19 – April 23), but the buzz for them created a demand for similar concoctions, such as the Dragon Frappuccino, a green tea Frappuccino with vanilla bean powder and a berry swirl. Starbucks has announced that they will be adding this popular drink to their Frappuccino Happy Hour and hours will be extended.

It is key to having the right tools so you can understand what is currently trending within your specific industry in the social media channels you are looking to grow; Meltwater can help you navigate this ever-changing social media landscape.

2.    Hashtags are Highly Influential in Purchase Decisions

When you are searching for a new restaurant, hair salon, local dive bar or an international hotel, you typically turn to reliable sites like Google, Yelp, TripAdvisor and However, there is a new and eye-pleasing way of looking for what you need via a plethora of colorful and beautifully crafted images on Instagram and other channels like Facebook, Pinterest and Twitter. Users have made hashtags a quick and easy way to find what you need while getting inspired to know what to order, where to go and what to do.

Pulled Pork & Collard Greens with Peaches. Let's Eat Sonoma. Copyright of Sandy Leung.

Pulled Pork & Collard Greens with Peaches. Let's Eat Sonoma. Copyright of Sandy Leung.

When you are hungry on a Saturday morning, you can now easily look up “#brunch” or an even more localized search result “sfbrunch” or “sffoodie” and get a feed of hundreds and thousands of photos of potential spots nearby. Alternatively, you can also check some of the accounts or influencers you follow to see if their recent feed has any recommendations that call out to you. You can easily find the location and exact address in most posts.

Once you narrow down a place to enjoy, you can connect to the social media account of the actual restaurant to see many perfectly composed and photogenic shots of popular dishes on their menu. Searching for a place to dine has been transformed with the increasing adoption of hashtags and the new ways they are being utilized.

3.    Virtual Reality Takes User Experience to the Next Level

There has been an increasing demand for brands to offer a sensory experience that goes beyond just your typical photo or video, they’re looking to offer virtual reality that captivates the audience and leaves an indelible impression.  There are apps and products that will allow you to record 360 degrees with a special set of cameras capturing different angles. Products like Facebook’s 360 Video are doing just that. Now you can climb Mount Fiji during sunset as often as you would like.

Another brand, TOMS, uses VR to share more about their organization’s mission and the impact that their customers are making every day by supporting their brand in product sales and engagement. The “One for One,” mission was started in order to match every pair of shoes being purchased, with a new pair for a child in need in another part of the world.

Below is the 360 degree virtual reality video that the TOMS Team created on their visit to give away shoes to children in Peru. They even encourage you to stop by one of their official stores to get the full VR experience. Now fans can really be immersed in the experience where they made a difference in, and therefore have a deeper emotional connection to your brand, which should contribute to overall sales and improved brand image as you help the needy and contribute to society. 

Using VR can really help promote your brand and showcase the values and missions that your brand supports. But when it comes down to measuring and evaluating the impact and value of these VR technologies, you’ll need tools to make informed decisions on your social media and PR strategy moving forwards.

Meltwater works with 25,000 clients and keeps them up to date on all types of social media and PR metrics that they’re looking to track, measure and optimize. You can now stay on top of billions of current editorial, social media and blog conversations, grabbing the insights and information that you need to better understand your brand’s perception and then make informed decisions based off of the highest quality data.

Instead of chasing the next big social media trend, let’s start it together. Meltwater’s media intelligence platform is calling.