Issue link: http://read.uberflip.com/i/834717
www.BoatingIndustry.com 36 | Boating Industry | July 2017 BY BRIANNA LIESTMAN S ocial media moves fast. Once you think you've got it mastered, there's a new trend or platform to learn. And your customers are moving right along with it – they want information in the palm of their hand, right in the moment, and what they consider "engaging content" is constantly changing. One of the major shifts in social media trends in the past few years is the proliferation of live streaming video and story platforms, which both have a high level of organic consumer engagement. Started on Periscope and Snap- chat, respectively, these social media tools are now on Instagram and Face- book and available to a wider audience. And if you think your customer isn't on these channels or interested in this content, think again – brands are already beginning to see their follower base age ORGANIC AND AUTHENTIC LIVE STREAMING AND STORY PLATFORMS LEAD SOCIAL MEDIA TRENDS up as more and more adults adopt social plat- forms like Instagram, and if you don't catch up you will be left behind. Marine industry marketers have already begun utilizing live video and stories to engage directly with their customer base. In an ever- increasing algorithmic social media landscape, live streaming and stories cut through the noise and get you directly in front of your cus- tomer again. That organic feeling (and reach), along with an opportunity to be authentic and raw with your existing and potential custom- ers, is why brands have begun to embrace sto- ries and live streaming. "Social media rose up as a very organic channel, and then obviously marketing caught up and they're a huge marketing powerhouse channel now," said Carrie Waible, president of CW&Co., Regulator Marine's mar- keting agency. "But the stories and the live [streaming] allow it to be organic again, that you're just in a room with someone at that time." The content may not be particularly innovative or look completely professional, but it gives followers an oppor- tunity to get an honest and human 400 » million people check Instagram daily Source: The New York Times THE NUMBER OF ONLINE ADULTS 30-49 AND 50-64 WHO USE INSTAGRAM ROSE FROM 28 AND 11 PERCENT, RESPECTIVELY, IN 2015 TO 33 AND 18 PERCENT, RESPECTIVELY, IN 2016. Source: Pew Research Center