When Mary Meeker puts out over 200 PowerPoint slides, the world listens. Why? Meeker is an American venture capitalist, and former Wall Street securities analyst, and her annual report on evolving technology has earned legendary status.
She always has great insights, but not everyone has the time to pour over them. Luckily, we did it for you. Two strong cups of coffee and 213 slides later, here are the key themes we dug out from her 2016 Internet Trends Report.
Theme 1: The Rise of Video (if you do it right)
Online advertising is the perfect place for a hyper-targeted market. Your eyes get tired of seeing everyone’s fabulous Facebook life that they wander to the side of the screen where the advertisement of the cute Steve Madden heels are displayed. Yes, they are so you, and no, it is not by chance. That is just one benefit of online advertising. Advertisers are able to target their market consumers in one place— social media. Here’s the thing, though:
Online video ads today are not effective
- 81% of people mute advertisements
- 93% of people consider Ad blocking software
When online video ads are effective, they are:
- Work with sound off
- 3 Vs: Vertical, Video, View
- Vertical: mobile-friendly
- Video: viewers love hearing a story
- View: Ad should always be full screen
But that doesn’t mean no video. Video is huge.
In five years Facebook “will be definitely mobile, it will probably be all video,” says Nicola Mendelsohn, VP of Facebook for Europe, the Middle East and Africa. “The best way to tell stories in this world, where so much information is coming at us, actually is video.”
And Cisco says that by 2020 82% of ALL internet traffic will be video. Let that sink in for a second.
Theme 2: Unique, Customized Brand Experiences
Remember that time that Spotify or Pandora recommended a song and you immediately fell in love? There’s a reason why. It made you feel understood, and you barely had to do anything to make it happen.
Consumers love to feel special and unique. With online retail, companies are able to give this feeling to their customers. People love having a strong consumer engagement without having to leave their house. Online retail has made it possible for consumers to receive items that were designed specifically for them. Just like that one Spotify song.
Theme 3: Expansion of Social Platforms
The three top social platforms in 2016 are video, image and messaging. Why? People love the active, in-the-moment sensation. It brings a personal feeling to the whole aspect of social media. Snapchat lets people feel a part of their friends’ lives and experience big moments in a way that makes them feel like they’re actually there. Whether Snapchat users are watching a live feed of an event or reading news from the discover feed, they are always in the know.
Live streaming offers front row seats to all the big events by sharing professional commentary, play-by-plays and live broadcasting to all users. Save the money you would have spent on tickets, grab some friends and spend the night out on the town without missing a thing during the big game.
According to Meeker’s presentation, “More users watched college football and the MTV Music Awards on Snapchat than watched the events on TV.” Crazy, right? It may be, but that is just how successful these social platforms have become in 2016.
That’s not the only change. Online messaging has grown over the past few years, but Millennials are not the only ones using these apps anymore. Businesses have turned to apps like WhatsApp, Facebook Messenger and WeChat for communicating to their audience. Whether they are using online messaging for advertising or B2C chats, businesses find this tool to be convenient and effective.
Facebook was started in 2004. The first iPhone was released in 2007, and Snapchat was created in 2011. Trends are always changing. First it was the Millennials, and now we’re moving on to Generation Z. We might not know what is next to come, but one thing we do know is that we will always have to be ready for big changes in the world of internet trends.