--- title: The evolution of social media means the management of this important channel is changing description: Social media is an intertwined part of the majority of people's lives, so from a marketing perspective it offers unrivalled opportunities to leverage rich data sets and custom advertising solutions. It's also constantly evolving so 2019 will require a new approach to your social media strategy. image: https://news.keplergrp.com/hubfs/casual-cellphone-contemporary-1471752.jpg --- [![IM-Kepler-logo](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo.png?width=1323&name=IM-Kepler-logo.png "IM-Kepler-logo")](https://www.infectiousmedia.com) - [Digital Media Agency](https://www.infectiousmedia.com/digital-media-agency) - [In-housing Consultancy](https://www.infectiousmedia.com/in-house-consultancy) - [Our Technology](https://www.infectiousmedia.com/our-technology) - [Resources](https://info.infectiousmedia.com/resources) - [Blog](https://blog.infectiousmedia.com) - [About Us](https://www.infectiousmedia.com/about-us) - [Careers](https://www.infectiousmedia.com/careers) - [Contact Us](https://www.infectiousmedia.com/contact) - Topics: - [Strategy](https://blog.infectiousmedia.com/tag/strategy) - [Analytics](https://blog.infectiousmedia.com/tag/analytics) - [Technology](https://blog.infectiousmedia.com/tag/technology) - [News](https://blog.infectiousmedia.com/tag/news) # The evolution of social media means the management of this important channel is changing [Strategy](https://news.keplergrp.com/tag/strategy) By: [Leike van Velthoven](https://news.keplergrp.com/author/leike-van-velthoven) Feb 12, 2019 **Social media is an intertwined part of the majority of people's lives, so from a marketing perspective it offers unrivalled opportunities to leverage rich data sets and custom advertising solutions. It's also constantly evolving so 2019 will require a new approach to your social media strategy.** ![Programmatic-Trends2019-social](https://news.keplergrp.com/hs-fs/hubfs/Programmatic-Trends2019-social.jpg?width=1500&name=Programmatic-Trends2019-social.jpg) Ever since the rise of social media platforms in early 00’s, brands initially used social media to simply connect with audiences, however over the last decade, these channels developed and got more sophisticated. They now serve a wide range of different needs and advertising across social media has proven to drive very strong ROIs. However organic reach of traditional brand social posts has declined massively over the last few years, and with more and more competition and fleeting attention there is more investment required from advertisers to deliver the same success through social media advertising. As such it is now more important than ever to have the right paid audience strategy to acquire new but also retain existing customers. All popular social media platforms are adopting their ad formats frequently to continue to deliver a good user experience but also turning interests into needs (i.e. Instagram launching the shoppable format back in March 2018). As part of this audience first strategy it is also key to drive engagement with relevant creatives to compete for people’s attention on social media. 2019 will be visual first and there is a huge opportunity to be creative with your organic posts and turn the best performing ones into ads. Also, we expect the consumption of video content grow in 2019, with some expecting 80% of all content we consume will be video. Lastly it is important to work with your influencer strategy to close the social media advertising loop. And this all being focused on being customer centric. **Leike van Velthoven, Account Director, Infectious Media** This article is part of the IM programmatic trends 2019 series, read more [here](https://news.keplergrp.com/programmatic-trends-2019) SHARE: [![Share on Facebook](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-fb.svg)](http://www.facebook.com/share.php?u=https%3A%2F%2Fnews.keplergrp.com%2Fthe-evolution-of-social-media-means-the-management-of-this-important-channel-is-changing%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-linkedin.svg)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fnews.keplergrp.com%2Fthe-evolution-of-social-media-means-the-management-of-this-important-channel-is-changing%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-twitter.svg)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fnews.keplergrp.com%2Fthe-evolution-of-social-media-means-the-management-of-this-important-channel-is-changing%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fnews.keplergrp.com%2Fthe-evolution-of-social-media-means-the-management-of-this-important-channel-is-changing%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=The%20evolution%20of%20social%20media%20means%20the%20management%20of%20this%20important%20channel%20is%20changing) [![Share on Email](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-mail.svg)](mailto:?subject=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Fthe-evolution-of-social-media-means-the-management-of-this-important-channel-is-changing%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Fthe-evolution-of-social-media-means-the-management-of-this-important-channel-is-changing%3Futm_medium%3Dsocial%26utm_source%3Demail) More articles you might find interesting: [![Why corporate morality will define the next step in the evolution of digital marketing](https://news.keplergrp.com/hubfs/WARC_Blog-Banner.png)](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) #### [Why corporate morality will define the next step in the evolution of digital marketing](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) [Read More](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) [![How advertisers can prepare for the iOS14 changes on Facebook Advertising](https://news.keplergrp.com/hubfs/FB_Prepare-Blog%20(3).png)](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) #### [How advertisers can prepare for the iOS14 changes on Facebook Advertising](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) [Read More](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) [Back to blog home](http://blog.infectiousmedia.com) ![](https://news.keplergrp.com/hubfs/casual-cellphone-contemporary-1471752.jpg) ### Categories - [Analytics (20)](https://news.keplergrp.com/tag/analytics) - [News (49)](https://news.keplergrp.com/tag/news) - [Strategy (71)](https://news.keplergrp.com/tag/strategy) - [Technology (17)](https://news.keplergrp.com/tag/technology) ### Get exclusive programmatic insight Learn how to get more out of programmatic advertising with our monthly newsletter, filled with the most popular content from our blog. 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