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Introduction

In 2018, social platforms will be spending large sums on content to attract viewers and advertisers to their platforms in a way they haven’t before, to compete for user numbers and advertising revenue.

Highlights

  • GDPR will be both a massive opportunity and a challenge for social platforms.
  • Social platforms will normalize basic forms of augmented reality for the mainstream.
  • Video will indispensable for driving consumer engagement and revenues and will be an essential content format for social platforms in 2018.

Features and Benefits

  • Assesses the most important social media trends for 2018.
  • Examines how social platforms will boost their roster of quality content.

Key questions answered

  • How will GDPR affect social platforms and the businesses that use them?
  • Which content types will trend in 2018?
  • How will social AR help the wider AR market?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for service/content providers
  • Recommendations for tech vendors

GDPR is a massive opportunity for social platforms

  • Work is required to realize the opportunity
  • Social platforms can benefit from the GDPR

Native content will increase on social platforms

  • Snapchat Discover is just the start of the native content trend
  • Social platforms will encourage more native advertising

Video is indispensable for driving consumer engagement and revenues

  • Video keeps consumers engaged – particularly exclusive premium video
  • Video advertising means more advertising revenue

Social platforms will normalize AR

  • Augmented social is paving the way for more-obtrusive AR

Appendix

  • Methodology
  • Further reading
  • Author

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