Social media has entered a critical phase where its centrality to digital marketing has been further enhanced. Some interesting trends have emerged that are dominating this market presently. First of all more content is no longer the mantra, instead it is quality content. Until recently, Facebook, Twitter and LinkedIn were highly dominant within this market, but that trend is altering with the emergence of Snapchat and Instagram serving niches. Live streaming using video content is getting bigger than ever. Buy buttons are getting more popular thus instigating people to complete the purchase process on social media itself. Existing applications are diversifying to service certain business requirements. An example of this would be Facebook’s Messenger service restricted to businesses. Instead of the mass content, the move towards customized material is gaining credence. Apps are getting broader with greater functionality. An example of this could be Facebook’s personal digital assistant.


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