Social media is constantly evolving, and 2017 has already seen many new trends on the rise. So which of these trends should marketers be paying attention to in the coming months to keep their accounts on the cutting edge of online brand communications?

From live feeds to political topics to immersive experiences, today’s hot social media content is all about engaging the customer. Marketers can take advantage by leveraging these trends to tell brand stories that will capture the attention of their audience.

Below, six communications executives from Forbes Communications Council offer their predictions for the biggest social media trends of the year.

Clockwise from left: William Topaz, Leta Soza, Chantielle MacFarlane, Sarah Hanel, Holly Chessman, Eileen Canady, Lindsay Sakraida. All photos courtesy of the individual members.

Clockwise from left: Jennifer Mellon, Amy Kauffman, Krystal Covington, Brandie Claborn, Neeraj Sanan, Tami McQueen. All photos courtesy of the individual members.

1. Live Feeds 

2017 will be the year of the live feed. Whether through Snapchat “takeovers” by clients or service providers, Ask Me Anything, Facebook Live or Twitter Moments, this trend will become ubiquitous among companies of all sizes. It’s the most engaging way to tell stories and share your brand with potential customers. – Jennifer Mellon, Trustify

2. Documenting Rather Than Reporting 

In 2017, both B2B and B2C will be embracing live video available on social media channels, especially Facebook. Consumers want more transparency as digital resources increase. This shift evolves brands from publishers to producers. Storytelling as we know it is changing; the trend is access “behind the walls” and a deeper connection to your organization, employees, mission and values. – Amy Kauffman, Strategic Moxie, LLC

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Forbes Communications Council is an invitation-only organization for communications, public relations, public affairs and media relations executives.  Do I qualify?

3. Short Silent Videos 

It’s been obvious that visual content, especially video, is rising in popularity and engagement, but what we’re seeing much more of are the short, silent videos that attempt to tell a compelling story in 30-60 seconds with subtitles. – Krystal Covington, Natural Grocers by Vitamin Cottage