Keys to staying on top of social media trends
If you are spending less time scrolling through Facebook and you have noticed your friends and followers aren’t sharing updates quite as often as they used to, you are not alone. Rumblings about declining social media usage have been stirring for the last few years among Marketers and industry publications. For many companies that rely on organic social media to communicate and stay engaged with their followers, this is not the news they want to hear. However, like any other trend or technology craze, user interest fades and companies must adapt to ensure their strategy does not become obsolete.
According to a report from Data.AI in January 2023, global usage has declined but some of the most popular platforms like Instagram, Messenger, SnapChat, and TikTok saw an increase in the average number of hours that users spent on the platform per month. While YouTube and WhatsApp saw a decline. The platform with the largest number of users, Facebook at 3 billion active users, saw only a slight increase in usage at 0.7%. Here is a snapshot of the overall increase or decrease for each platform.
So, what does this mean for Marketers and businesses that want to continue using their beloved social media platforms? While global usage is declining, social media is still very much alive. Here are a few ways to ensure your social media strategy stays alive as well.
The key to staying alive is staying relevant.
It was reported that the average user would see 1,500 posts per day on Facebook if they saw everything posted by their friends and the pages they follow. Obviously, it is impossible for most people to actually read all 1,500 posts, therefore Facebook uses an algorithm to determine which posts users would find most useful and relevant. And, depending on the number of followers that a company has, the average reach is around 16%. If companies want to increase their odds of reaching their followers, the key is sharing content that is consistent and useful for their audience. This means that companies need to be strategic with the content they develop, and really zero in on the needs of their customers. One approach to understanding the content that resonates with your customers is to look at the analytics on your social media platforms and identify the posts that received the most interactions. Document what is unique and engaging about each one.
Here are a couple of examples for B2B companies.
- While looking at the analytics on your LinkedIn business profile, you realize that the posts with tagged individuals and tagged companies had the highest engagement. After reaching this conclusion, you would continue to create content that allows you to tag individuals and companies. Examples include pictures of social events or conferences, case studies or testimonials, blogs with expert interviews, podcasts, or other interactive opportunities.
- Your Facebook business insights reveal that the posts with the highest engagement over the last 90 days were tutorial/explainer videos featuring your in-house subject matter experts. These insights reveal that your audience finds the information you shared useful, and the media you chose was engaging. When deciding which content to focus on for future posts, you will prioritize videos and specifically, tutorials from in-house experts.
Key takeaways: when sharing organically on social media, you should create content that engages your audience and gets them excited to share it with others. Gone are the days of posting as often as possible. Shifting to a focus on quality over quantity will win the day.
Users still crave community and connection.
While general social media usage is slipping, direct messaging and sharing among close friends is increasing. Users still want to utilize social media for its original purpose of staying connected to friends and family and belonging to communities and groups with shared interests. As a result, their usage of in-app messaging features is on the rise. This not only cuts down on their exposure to daily posts, but it also reduces the number of paid ads they are served. So, they are reaping the benefits of staying connected without getting inundated with thousands of messages.
Key takeaways: as mentioned above, shared content should be highly engaging for your target audience, but you should also consider paid message ads that target the inbox of users like LinkedIn message ads, Facebook Messenger ads, Instagram Direct, or X (Twitter) direct message. With direct messaging on the rise, ads that are sent directly to the inbox of users will allow companies to stand out from the noise and target prospects or recent purchasers with key messages.
Social media and SEO still go hand in hand.
Your organic posts may have a limited reach, but one undeniable benefit that gets easily overlooked is the value it brings to your SEO strategy. A new social trend on the rise is the use of social media for inspiration boards. Users are turning to social media to search for inspiration on new products, activities, and brands. Gen Z is actually using social media more than search engines, and millennials are trailing right behind them. While your organic posts do not appear to get the love, or impressions, they deserve, do not forget how they contribute to search. Posts about your products or services could find their way into a user’s search results on social media, so they shouldn’t be completely disregarded.
Key takeaways: don’t forget to highlight your products and services on social media in an inspirational way. Social media strategies should strike a good balance between educating, promoting, inspiring, and humanizing your brand.
Privacy concerns will continue shaping the future.
If Marketers had to choose only one word to describe the biggest concerns faced in the current decade – “privacy” would be at the top of the list. Growing concerns about personal information sharing, financial data breaches, and technology tracking has users more aware, and at risk, than ever before. The days of not asking questions and checking the “I agree” box without hesitation is over. Consumers are more susceptible to and exposed to scams than ever before. And with that comes a lack of trust towards unknown brands. These growing privacy concerns are changing how consumers select and purchase products. It is also changing their willingness to provide personal information and follow brands on social media. It is important for businesses to be mindful of this and to focus on building and maintaining trust among their audiences.
Key takeaways: be transparent and respect your followers’ and customers’ privacy. Being upfront about the intended use of the information you are collecting will go a long way with consumers. Focus on long-term relationships versus getting the short-term sale, and as you build relationships your following on social media will organically increase over time because you will be known as a “trusted brand”.
In conclusion, while it may appear that decreasing usage could lead to a mass extinction, social media’s original purpose is still very much in demand. If you need help adapting and rethinking your social media strategy to keep your brand top of mind, Lumen Marketing Consultancy can help. Contact us today to learn more!