As with all things digital, social media changes quickly. Keep up to speed with these predictions and upcoming trends in the way candidates engage with social platforms.

Video Marketing  It’s stunning but not surprising that 80% of all internet traffic is expected to be video-related by 2019. That means people will expect to see videos telling them stories when it comes to just about every facet of their media diet. This includes candidates who will expect to be seeing what your culture is like in full living-color moving across their screens. If you haven’t already, take this opportunity to use video to highlight what is authentic about your company culture and your employer brand.

WhatsApp  If it’s one thing we know for sure, millennials avoid using the phone at all costs, and that’s also becoming true of email. This growing pool of candidates will need employers to speak to them in the places where they already feel comfortable starting a conversation. And that means messaging platform apps like WhatsApp and WeChat (approaching 1 billion users) will likely be the way that this growing pool of candidates will be reached. If your company hasn’t become familiarized with social chat platforms, now is the time to get started.

Snapchat Self-Service Ads  Snapchat has become a stable and reliable platform as ubiquitous with millennial and Gen Z users as Facebook and Twitter. But up until now, its ad revenue has been lacking. So, Snapchat took a strong tech turn and recently launched self-service ads, making it easier for advertisers to access their platform and reach this key demographic. If your candidate pool consists of the younger generations of workers, take note that self-service ads through Snapchat streamline the process. Advertisers can pay for ads more easily, as well as view, manage, and optimize their analytics data. Managing creative assets, targeting capabilities, and having the Snapchat team review ads for quality has also become easier.

Social Media Moderation – This past year has seen multiple platforms take a more active role in policing its users due to hyperactive trolls, threats of violence, and even bad agents trying to influence U.S. elections. There is certainly going to be backlash from users as social media giants like Facebook begin to police its usage, but as users get acquainted with how they are to be moderated on these previously free-for-all platforms, they will grow accustomed to some level of control. Keep an eye on how tech giants do this and consider that in the places where employers are regularly bad-mouthed there may soon be more avenues to protect your reputation from those who are speaking out of turn.

Facebook Changing Ad Policies  After it was proven that targeted ads from Russia were used to influence U.S. elections via Facebook and Twitter, the platforms’ leaders needed to show that they took the United States Congress’ questions into the matter seriously. They quickly updated their advertising policies. The Honest Ads Act is now gaining attention on the U.S. Senate floor. Google, Facebook, and Twitter have announced policy changes that mirror some, though not all, of the current bill’s stipulations. As internet ads continue to be legislated, there is a chance that employers will be faced with some changes to the way they target their audience and potential pool of candidates.

How will these social media changes and trends affect your strategies in the coming year? We’d love to hear about it. Talk to us at conversations@jwt.com.

Olivia Landau lends expert knowledge and technical fluency on digital best practices, quality assurance, social media, knowledge sharing, email marketing, and popular internet culture.