Gather round the social media crystal ball and see what’s coming next.
For the last few years, if you haven’t been on TikTok, you haven’t been on social media. Former heavyweights such as Facebook have been losing their luster, and TikTok has rapidly usurped its role as being on the cutting edge of digital communication. Things can change quickly online, especially within social media.
What are forward-thinking businesses supposed to do? How can one effectively plan a social media strategy when the space is continually in flux? If you are asking yourself those questions, you’ve come to the right place. Let’s explore emerging trends in social media and what they mean for business leaders who want to leverage them for competitive advantage – now and in the future.
As mentioned, while older social media platforms have waned in popularity of late, others have emerged to take their place and a chunk of their market share. Here are a few of the top sites that have left a mark in recent years and are worth keeping an eye on going forward:
- Clubhouse: Clubhouse emerged during the first year of the pandemic, offering users a way to form synchronous, audio-only connections between the audience and the speakers. Businesses can consider leveraging the platform to increase the profile of high-performing content pieces or host a dialogue between an industry thought-leader and their target audience.
- CaffeineandTwitch: Both Caffeine and Twitch have built steady followings since their launches in 2018 and 2021 respectively. Each of these platforms are video-based, giving users and businesses a powerful way to connect with audiences, position their brands and generate engagement. The success of Caffeine and Twitch also highlight that video is the future when it comes to social marketing – particularly if you need to appeal to the Gen. Z market.
- BeReal: BeReal has been adopted with great gusto by Gen. Z. While the full scope of its business applications has yet to be determined, this is a good application to investigate if you’d like to cultivate a highly authentic social presence for your brand.
Paying to Play Will Continue
Last month on this blog, we discussed whether it is now necessary to supplement your organic social media activity with paid promotion. The conclusion we drew is that it has become increasingly difficult to gain the results you may want to see through organic marketing alone. Going forward, this will likely continue to be the case; however, where you spend your marketing dollars is likely to shift. Studies show that consumers prefer ads on sites like TikTok far more than others.[i] Pinterest is another site that has proven itself to be a good bet for advertisers, generating strong ROI for those who choose to deploy its advertising functionality.[ii]
Using Social for Customer Support
While it varies amongst different demographics, customers increasingly expect to interact directly with brands via social media. The gravitation of customers away from the phone and toward online platforms for customer support has been in the works for awhile now, but it truly went into overdrive during the pandemic. To succeed with customer service in this space, businesses must familiarize themselves with how different platforms support one-to-one customer interaction and then make a customer care plan.
The data on this subject robustly backs up these claims. 64 percent of people claim that they would prefer to message a business digitally than hop on the phone.[iii] Despite this, a huge number of businesses have not yet invested in their online customer care, which can be detrimental to their brands, operations, and future profitability.
Embrace the Future
Nothing lasts forever, especially not in the digital sphere. But while that can be intimidating, it doesn’t have to be. New trends are emerging in social media that will allow businesses to accomplish strategic goals far more easily, whether that be hosting authentic online content, advertising more effectively, or improving customer care. Keep your finger on the pulse, and don’t be afraid to experiment with new and emerging technology. That will continue to be key to social success.