In its ongoing efforts to redefine popular beauty standards as part of its decade-long Real Beauty campaigns, Dove learned the hard way about the thin line that exists between positive social message and controversy. For a company that has so successfully promoted positive body image in the past, it must have come as a shock that an idea so well thought out (or so it thought) ended up being so misinterpreted.

But that’s just one of many examples that what looks good on paper might not look as good on Twitter.

While the marketing mistakes we saw in 2017 might have taught us a thing or two about social marketing, 2018 might bring with it a fresh list of public relations mishaps, legal issues and other unanticipated challenges.

By looking at trends, we can predict and prepare for what’s to come in 2018.

People will expect authenticity

As brand messaging, giving to charity and claims of “green” become popular ways to attract customers, consumers are putting their guard up and being very selective about what they believe.

“Consumers are no longer being impressed by new old tactics that used to be woven together into cause marketing,” Electra Cruises CEO Randy Clayton said. “Going forward, businesses will need to be more believable.”

The answer to this is authenticity. To be able to connect with consumers at a personal level, social marketers––and marketers in general––will need to cultivate an authentic voice that customers can easily identify with. The messages sent out must reach customers, be genuine and at the same time enhance brand principles—something that’s not been very popular in 2017.

So, what can you do to make your voice more believable?

“The time is ripe for transitory content,” RockHer CEO Jim Vernon said. “Social marketing will need to pick up the momentum set on transitory content such as Instagram Stories and Facebook Live videos in 2017. This type of content has a better shot at making your brand credible, as opposed to other types of content, which look and feel rehearsed and perfected.”

Brands will be required to be even more transparent

Back in 2015, Machinima had to settle charges imposed on it by the Federal Trade Commission for failing to adequately disclose paid endorsements to YouTube influencers for the promotion of Microsoft’s Xbox One.

This is a case of influencer marketing done right (Machinima had promised its client 19 million views) but against the law.

With the rising application of influencer marketing, sponsored content and other related techniques taking center stage in social marketing, brands are under a lot of scrutiny. This has called for more transparency on their part in the way that they leverage these methods to get their products out there.

Speaking of the Machinima settlement, Jessica Rich, director of the FTC’s Bureau of Consumer Protection, explained, “When people see a product touted online, they have a right to know whether they’re looking at an authentic opinion or a paid marketing pitch.”

Lawsuit Settlement Funding CEO Chris Janish said, “The legal aspect of advertising has long been a non-issue, but now, companies will need to carefully consider this area before they can even begin to sell their message.”

With such developments, influencer marketing might become irrelevant, or at least not as effective in 2018 as it has been in the previous years. Customers will find it hard to believe a message if they can clearly see that an influencer has been paid to push it.

Managing messaging across channels will be more challenging

Traditionally, the idea of optimizing content for different channels was to take the same piece of content and make small changes to fit it into the target channel. However, as it is, every piece of content has to be created for a particular channel, from the start.

The content-creation process is changing drastically, and social marketers will need to adapt to these changes. They will need to constantly look back at past content and see what has worked before, including the social data and target audience information.

“Each platform provides unique opportunities for you to tell the story of your brand,” Scorum CEO Vladislav Artemyev said. “To succeed in each, social marketers have to clearly define the type of content to create for their audience in each of the channels. They have to know the key pillars of each platform; what content matches the target audience, and which types to do away with; and the audience engagement levels on each platform.”

While 2017 gave us lots of Kendall Jenner Pepsi ads, it also gave us Heineken’s Worlds Apart ads. So, nothing is predetermined. Some marketers will still rise above the challenges and use the trends to their advantage. But the time to act is now.

James Jorner is a content strategist and marketer at Effective Inbound Marketing. His company specializes in online branding and digital marketing for businesses.