Social media has become a crucial element of the relationship between a business and its consumers. It allows for an additional level of communication, and another channel to establish loyalty on a more personal, day-to-day platform.

In April, we discussed Marketing Your Financial Institution. To dive a little deeper, we decided to devote today to uncovering some benefits of using social media in the financial industry. Social media may seem straightforward to the modern day’s avid user, but there are certainly best practices when it comes to such a specific realm of business.

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Social media has had direct affects on advertising for years now, and can be a driving force through its social influencers. Influencers, in the social media realm, have become a new force beyond brand marketing.

You’ve probably heard of the infamous “mommy blogger” who gives shout outs to her favorite brands. She is an “influencer.” Studies how consumers are more likely to buy a product being indorsed by “real” people and not just a brand.

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Once considered critical in food and beverage purchasing decisions, factors like price and convenience are now being outweighed by considerations such as health, wellness, and transparency. This swing in the purchasing pendulum is forcing marketers of the food and beverage industry to adapt accordingly.

A study from the Food and Marketing Institute and Grocery Manufacturers Association showed the preference towards these attributes was universal across all generations, income levels, and regions. Consumers are seeking trust and honesty from food manufacturers. They want clear labeling to know what they are buying and where it is from. Highlighting qualities such as organic production, natural ingredients, and fewer ingredients are all attributes facing consumer purchasing decisions. Historically, nutritional content was the biggest factor in health and wellness, now consumers are looking for more qualitative information.

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Dining trends are always changing; this is nothing new. Recently there seems to be a shift in the art of eating. Where you eat, how you eat, and what you eat are all a symbol of social status. Here are a few things that have shifted or are getting ready to shift in the food industry.

Healthy is the way to go. With our nation’s health in the spotlight, especially for children, restaurants are cleaning up their acts. Fast food and fast-casual restaurants are developing menus with a healthy twist. Consumers may see an increase in prices due to the more “all-natural” menus popping up at their favorite fast-food chain.

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The idea of live streaming was brought to life many years ago. Today, video continues to be a driving force, and social media users spend more time watching video than ever before.

Now you can pretty much “go live” on any social media outlet. Facebook introduced Facebook Live earlier this year and made it possible for all of its users to broadcast videos of (almost) anything to a huge audience. This trend has taken the liking of news personalities, marketers, and even your mom. That’s right, everybody is going live.

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