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Social Media Marketing is Evolving

The Evolving Landscape of Social Media Marketing: What You Need to Know

In the ever-changing world of digital marketing, social media has become a cornerstone for businesses to connect with their target audience. As technology advances and consumer behaviour evolves, being proactive with social media marketing is crucial for remaining competitive.

In this article, we'll explore the key trends shaping social media marketing and what you need to know to navigate this successfully.

Video Dominance

One of the most significant shifts in social media marketing is the increasing dominance of video content. Platforms like TikTok, Instagram, and YouTube have revolutionised how users consume information.

Short-form videos, live streaming, and interactive content have gained immense popularity, meaning businesses have been forced to adapt their strategies. Brands that embrace video marketing are better positioned to capture their audience's attention.

While short-form video content has been king for some time, long-form videos are set to see a resurgence in 2024, as demonstrated by the increased number of users uploading TikToks up to 10 minutes in length.


Authenticity and Transparency

Modern consumers are becoming increasingly discerning and place greater value on authenticity. In response, businesses need to leverage social media platforms to showcase their human side.

Behind-the-scenes content, employee spotlights, and storytelling can help to build trust and emotional connections with your target consumers. This can be done via images, graphics, or videos on social media.

Knowing what content to share can be challenging, and finding a balance between being personable and remaining professional is sometimes difficult. Setting intentions for your social media strategy can help you navigate these challenges. It is also often worth seeking the expertise of brand strategists to help form an ambitious but attainable plan.


Rise of Social Commerce

Social media platforms are no longer just spaces for networking and sharing updates; they have evolved into powerful e-commerce channels. The integration of shopping features on platforms like Instagram and TikTok has given businesses new opportunities to sell products to customers directly. Social commerce transforms the buyer's journey, making for more seamless transitions from product discovery to purchase without leaving the platform.


Algorithm Changes and Organic Reach

Social media algorithms are continually evolving, impacting the organic reach of content. It is crucial to stay informed of these changes in order to optimise your content strategy effectively. Keeping up to date with these changes can be very overwhelming, particularly if social media marketing is just one of your responsibilities.

While paid advertising remains important for reaching a wider audience, creating high-quality, shareable content is crucial for maintaining organic reach and fostering engagement.


User-Generated Content

Building a community around a brand is becoming a central focus of social media strategies. Brands that encourage user-generated content (UGC), actively participate in discussions, and foster a sense of belonging among their followers are reaping the rewards of dedicated and loyal customer bases.

Social media is no longer just a broadcasting platform; it's a space for meaningful interactions and relationship-building.


Social media search optimisation

While search engines, such as Google and Bing, are still prevalent for answering queries, it is becoming increasingly important to also optimise social media content. TikTok, in particular, is now being used as a search engine. As noted, users are now searching for answers and recommendations from other users and trusted influencers, hence the increase in UGC. Therefore, users are using social media apps like TikTok and Instagram rather than going to a traditional search engine for answers or inspiration. Optimising content involves strategically using keywords, hashtags, and optimisation to enhance visibility and discoverability.

As search algorithms on platforms like Instagram and LinkedIn become more sophisticated, businesses must align their social media content with SEO principles.

As social media marketing continues to evolve, as a business, you must adapt to connect effectively with your audience. Embracing video content, prioritising authenticity, understanding algorithm changes, and fostering community engagement are critical for success.

By staying agile and keeping pace with the latest trends, you can harness the full potential of social media to elevate your brand presence and drive meaningful connections with your audience.


For further advice on social media marketing and SEO, contact our team of friendly experts today.

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