The Top 3 Digital Trends for Multifamily Marketers

It’s clear that residents and consumers are spending more time online. Here are the top three digital trends that multifamily should pay attention to to grab their attention:1. The growth of video consumption Online video is here to stay. We’re living in the attention economy—shorter attention spans and mobile usage are influencing video consumption globally. Currently, 50% of all mobile data traffic is coming from streaming video. At the Digital Summit Dallas conference, the prediction was shared that 90% of content will be video by 2020. Video gives you the opportunity to humanize your brand and creates a sense of excitement. In the world of social media, there is no question that Facebook is putting video at the center of its apps and services. Video is evolving and there are three distinct avenues for it in social: professional video, pre-recorded mobile video and live video. Not creating videos on social yet? You’re already behind. It’s time to decide which platforms you want to invest more time in and upgrade your strategy. 2. Measuring social media and content ROI To secure a seat at the table, it will become increasingly important for social media marketers to prove the ROI of their efforts—because without accurately measurement and reporting, it’s difficult to earn buy-in from the executive level and increase budget. However, knowing what specific variables to measure and how to tie them back to business outcomes can be a challenge. According to the Hootsuite 2018 Social Trends Survey, 40% of respondents struggled with knowing the right metrics to track. We recommend starting by defining goals and benchmarks per channel— including typical metrics such as likes, followers, and mentions along with broader metrics, such as new leads generated, conversions, and existing leads touched. A key way to track success is through Google Analytics. Create tracking parameters for any shared content that links back...