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Video content has been gaining popularity in social media, with research recently showing that more social media marketers plan to increase their video efforts than any other social content type. But recent survey results from The Creative Group suggest that there may be a greater trend coming in social.

In fact, the more than 400 marketing and advertising executives surveyed for the report were more likely to say that social messaging (33%) is a top trend impacting strategy in the coming year than video (28%).

The use of messaging apps along with developments in chatbots and artificial intelligence have indeed spawned what has been dubbed “conversational commerce.” But, interestingly enough, the use of messaging apps is still comparatively low in the US. Indeed, the 5 major messaging apps combined accounted for just 1.4% of mobile minutes in the US in January, compared to far higher rates in China (13.2%), Spain (14.5%), Brazil (14.6%), and Mexico (15.8%).

Moreover, mobile media users in the US tend to be more likely to message companies via text than app, according to a separate report.

Even so, other data suggests that almost 3 in 5 Millennials have used a chatbot at some point, and that two-thirds would be interested in buying items and services from brands via chatbots. As such, there appears to be significant opportunity for brands to capitalize on this space as it grows.

Facebook Preferred by Execs

In other results from the survey, the executives surveyed would choose Facebook over any other social platform if forced to make the choice.

Indeed, 44% would choose Facebook if they had to limit themselves to a single platform for professional and personal use, which makes sense given its extreme reach.

LinkedIn (17%) topped Twitter (11%) for second place on this measure. However, when it comes to the top platforms for advertising and marketing in the coming year, LinkedIn fell to 4th, considered less important than both Twitter and Instagram, with Facebook again in the lead.

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