Report: Here Are The Biggest Stories and Trends of 2017!
Hey guys, as we get into the last month of the year, it’s clear that 2017 is gradually slipping out of our hands. Just like we pre-empted at the onset of the year, the year has seen many digital innovations become mainstay, especially in the integrated marketing communications circuits. It has also seen some very big news. Here are our top trends and biggest stories of 2017.
Part 1: Top Trends in the Digital/Advertising World In 2017
- Mobile Moments
Many brands tied into mobile moments in the past year, engaging with their prospective customers on a one-on-one transaction. This could be attributed to the increasing rise in the number of smartphone users and the number of hours spent in a day on the smartphone. Mobile moments are quick moments of need when customers reach out for their mobile devices to get access to information as quickly as possible. These moments of I-want-to-know, I-want-to-buy, I-want-to-go and I-want-to-do were capitalized on by several brands to engage with their customers.
- Live Videos
Social media platforms such as Facebook, Twitter, and Instagram allowed brands intensify on videos in the course of the year. With Facebook Live, Twitter’s Periscope and Instagram’s Insta-live, there was more than enough video content for consumers to consume. Brands who understood the effect of video marketing in these times tied into this trend for their social media marketing.
Brands came to the realization that not every prospective buyer needs the same message and adopted different methods of advertising that directly meet individual buyers, based on their needs. By predicting shopping choices through previous decisions made possible by big data, brands personalized an effective strategy that allowed them market to the right group of people.
Part 2: Social Media Marketing Platforms/ Community Update
- Facebook Search
Facebook’s on-platform search increased this year by hashtag and location. The platform introduced new recommendations and event tools to aid users easily find what they were actively searching for. This search feature not only helped Facebook boost on-platform engagement, but also kept those users away from Google, which is a competition to Facebook.
- Messenger Business
Facebook also made it possible for users to directly connect with brands easily. Messenger bots automate simple interactions that save money for brands in terms of labour costs, an advantage for ecommerce stores. Marketers used Facebook Messenger to get more open rates and click-through rates on their content.
- Facebook Reactions
In addition to its “like” feature, Facebook introduced reactions which allowed users to express how they felt about status updates.
- Ability to Add Multiple Images in a Single Post on LinkedIN
LinkedIn gave space to users to start adding multiple photos in a single post, making it possible to share more than one view of the experience you want to share with your network. This was a plus for brands to share various views of their events, cultures etc. with their consumers. This feature has been available on Facebook, Instagram and Twitter for some time now.
- Length of Display Name
2017 saw Twitter Double the Length of Display Names on the platform, providing users with a new profile option i.e. longer display name – up to 50 characters long, which is more than double the previous 20 character limit.
- Twitter Character Limit
This microblogging platform increased its limit on characters to 280 characters, allowing for brands to convey their messages to their consumers in sufficient words.
- Facebook Story
Facebook also introduced its “story feature”. Facebook got this concept from Snapchat – a competitor to Instagram (Facebook’s product), and first introduced it on Instagram before introducing it to Facebook too. This content comes in video format and in an ephemeral form where the status is only valid for 24hours, after which it disappears forever.
- 8. Instagram StoryInstagram also started Instagram stories following Snapchat’s trail. At first, this new feature only allowed users upload video/images taken in the last 24hours. But after some months, it allowed users post more than 24hours old content. It has filters to help edit your video story to suit your choice, just like Snapchat’s. This feature falls under ephemeral content (i.e. it lasts for 24hours and forever disappears).
- WhatsApp Status
There is a shift from social networks to social messaging. In the course of the year, a product of Facebook also joined the ephemeral content trend. The platform allowed users update their story either in video or text format, which expires after 24 hours. This update was introduced with the video format before the text format was introduced some months later.
Part 3: Biggest News of 2017
- Youngest President In The World Emerges – France, 39 years
In April 2017, Emmanuel Macron became the youngest president-elect of France at the age of 39 years. He beat his opponent Marine Le Pen by a decisive margin, a feat that made him become a reference point for countries who would also like to see the younger generations occupy such high positions of responsibility.
When he announced his bid for presidency, Macron formed his own political movement called ‘En Marche!’. En Marche means “Forward!” in English language. He described the organization as being post-partisan, combining elements both of the left and the right.
These storms started on the 24th of August when it began striking Gulf Coast with strong winds and heavy rain. Not only did this claim thousands of lives, it rendered many more people homeless and also destroyed properties worth billions of dollars, with good Samaritans coming to the aid of the victims. Harvey is the most powerful hurricane to hit the US in more than a decade.
This storm was the first major emergency management test for Donald Trump. Texas, which ranked No. 4 in the 2017 America’s Top States for Business, accounts for nearly 8% of U.S. economic output. Florida, on the other hand, is about half the size of Texas, with a range of industries, including tourism, ports, business services and health care.
- President Of Zimbabwe Resigns After Almost 4 Decades Of Rule
Mugabe, who has always been supported by the military in Zimbabwe, was forced to resign by the same military. The military turned to the voice of the people.
The 93-year-old former President of Zimbabwe, Robert Mugabe, ruled Zimbabwe for almost four decades before he resigned on the 21st of November 2017, after the army in Zimbabwe seized power, and the ruling party, where he was the chief, turned against him. Mugabe was granted immunity as part of a resignation deal.
Mr. Emmerson Mnangagwa, 71, who had just returned from exile, replaced him. He is to serve the remainder of Mr. Mugabe’s term until elections are held in September 2018.
- US Deadliest Shootings Occur
In a space of about 35 days in 2017, between October 1 and November 5, the US experienced two of the deadliest mass shootings in the history of modern US.
The first was on October 1, 2017, during the Harvest Music Festival at the Mandalay Bay Resort and Casino, Las Vegas, where 58 people were killed and more than 500 injured.
The gunman was identified as a 64-year-old Stephen Paddock, but his motive is unknown. He fired from the 32nd floor of the bay resort on a crowd of over 20,000 people who gathered for the concert.
The second incidence was on November 5, 2017, at the First Baptist Church in Sutherland Springs, Texas, which saw 26 people killed during a church service.
The shooter, Devin Patrick Kelley, who walked into the small community church where he killed the 26 persons, was also found dead after a brief chase. But it’s couldn’t be ascertained whether he was killed or he took his own life.
- Gambia’s Yahya Jammeh Hands Over of Power
Former President of Gambia, Yahya Jammeh, who spent over two decades ruling the country in an oppressive and corrupt manner, eventually handed over to President Adama Barrow. It was a tyrannical leadership of 23 years until 2016, when he lost the elections to President Barrow, after which he handed over power in January 2017.
Until then, his government was immune to punishment and free from the injurious consequences of their actions, always refusing to comply with court judgments. To protect himself against possible challenges, Jammeh constantly divided the Armed Forces, regularly moving soldiers around and always filling the top ranks with his loyalists.
After a successful takeover of power, President Barrow indicated his commitment to press freedom and a fight against impunity in The Gambia.
- President Buhari’s Stays Over 100 Days Outside Nigeria
Nigeria’s President, Muhammad Buhari, went to London in May 2017 to seek medical treatment after receiving 82 rescued Chibok schoolgirls who were abducted by the Boko Haram sect in 2014.
Buhari went on to stay over 100 days abroad, a feat which was seen as violating the Nigerian constitution, making history as the first sitting president, be it in Nigeria or around the world, to stay out of his country for that long.
Part 4: Most Popular Fire Incidences Across The World
- London Fire at Grenfell Tower on 14 June 2017
The fire which was first reported at 12:54 a.m. started in a hot-point fridge freezer, but police said it was not started deliberately and it took until 01:14 BST the following day to get it under control. Scores of people died, while a lot survived the fire incidence, which occurred at the residential tower that housed more than 400 people in 120 apartments across 20 residential floors.
- Dubai Skyscraper Fire at The Torch Tower on August 3, 2017
The Torch Tower in Dubai is popular with expatriates, being one of the world’s tallest residential towers. The popular building was engulfed with fire that started on the 67th floor, when residents were sleeping at night, but had no injuries reported.
- Northern California Fire on October 8, 2017
These wildfires known as the Tubbs fire happened across Northern California and destroyed nothing less than 5,700 buildings. It is the most destructive wildfire in the state’s history.