From influencer marketing to the staying power of Twitter – here are some of the biggest social trends on the horizon in the New Year.

Governing policies will strengthen

It’s happening already. Facebook and Twitter, in particular, have come under fire for the role they’ve played in spreading fake news, fomenting division, and most nefariously—allowing ads connected to Russian meddling. With public outcry rising, social media sites are embracing more restrictive policies and community standards. Obviously, this opens additional debates about the voices silenced. Remaining attentive as rules shift will be key.

Influencer marketing will expand

More and more, we’ll hear from entertainers and luminaries about the products and services they buy, and why we should too. How is this different from, say, celebrity endorsements or Michael Jordan shooting hoops in a Nike ad? So-called “influencers” got their start and make their money through their social media presence. Companies are already latching on to the pseudo-word-of-mouth tactic, which leverages the trust viewers place in a familiar face (or voice, in the case of podcasters).

Even when working with a B2B audience, it’s important to keep this marketing tactic in mind for when the need arises. When it does, using language that bridges the divide between more traditional clients and the new landscape will be helpful— for example, framing opportunities with “influencers” as “opinion leaders,” and “podcasts” as “online radio shows.”

Intentionally transient, visual content will dominate

Snapchat spearheaded the move to disappearing images. Instagram has seen the benefits to taking full advantage of properties inherent to social media. Their Instagram Stories feature is growing in users and popularity, with many brands inserting themselves in viewers’ feeds.

Rather than lamenting the shallow impressions and fleeting moments that social media engenders, we can stay aware of the trend, and take advantage of it as well. So far, Facebook Live and other live streaming features might be the best way to do so. Though the video content remains viewable after the event, it still has an in-the-moment, visual quality that can convey an event to those only able to access via internet.

Platforms will become more segregated by age

Facebook may have started as a space for the college crowd, but its spread to younger teens and now to moms could replicate on other platforms. Already, LinkedIn, Instagram, and Snapchat, and Twitter are predominately home to distinct groupings that correspond to their usage—and consolidation is already happening.

As the Instagram and Snapchat cohort ages, will they remain where they are? If so, we’ll need to know how to reach them.

Twitter will wither

The platform is notorious as an echo chamber and home of vitriolic opinions. While reporters, politicians, artists, entertainers, and others in the public eye feel obligated to maintain a presence there, how long will the pressure last? If your constituents and fans are no longer on a platform, do you jump ship? Or do you remain because the reporters still pick up your sound-bites there?

Twitter is not likely to disappear this next year, but it is important to remember that what stands as a viable platform now may not always be so.

By Charlotte Gross