The Case for Experimentation
The past year has brought about major changes to social platforms from Instagram Stories to Facebook Live to Snapchat Discover. Competition in the space is heating up as platforms work to match each other feature-for-feature while working to outpace each other in the process. The social space at the beginning of 2017 is very different than it was at the beginning of 2016, and you can be sure 2018 will be no different.
Still, many marketers have yet to experiment with many of these new features. Maybe because it’s risky. But there’s a risk in not experimenting. That risk is being left behind. After all, Facebook plans to be all video in the next five years. Marketers have to try because we’ve seen them—the brands that are still looking at social and digital like it’s 2011.
This doesn’t mean experiment for the sake of experimenting. It means being smart, moving deliberately and choosing your experiments and what you hope to learn from them strategically.
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