Social media marketing has always been a peculiar animal. Since its early days, where platforms were finicky and critics insisted that social marketing was not a viable marketing strategy, we’re now witnesses to an era with rock-solid platforms, useful advertising options, and plenty of free opportunities to make our content public.

Still, the world of social media changes quickly, with dozens of new platforms arriving each year and most existing companies scrambling to stay ahead of the game with new features and innovations. If history and some recently emerging trends are any indication, 2016 will be a host for a variety of new trends and changes in the social scene.

Here are seven landmark social media marketing trends I predict we’ll see in 2016:

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