It came to my attention (thanks to Facebook memories, perhaps ironically) that it’s been three years since I became “Attention Seeker”.
Whilst we all know the social media world moves quickly, the third anniversary of entering freelance life has made me reflect on how much has changed in that time and about the future of social media marketing.
Let’s get one thing straight first though about the future – no one really knows. There are countless social media experts out there but no one can say what the future of social media marketing looks like.
But let’s look at what HAS happened between 2021 and 2024 and what this might mean for the future of social media marketing…
De-influencing and User Generated Content (UGC)
Rather than highly curated feeds, there is now a preference for raw and relatable content. This trend has led to the rise of “de-influencing” and a preference for real-life moments, as opposed to “Instagrammable” picture-perfect content. People now trust recommendations more from friends and micro-influencers with niche audiences and higher engagement rates than celebrities.
As a result, brands have begun collaborating with micro-influencers for authentic product reviews, and user-generated content is being used more in marketing campaigns. Marketers are forming long-term partnerships with relevant micro-influencers for content creation and brand advocacy.
If your brand is not already tapping into UGC and relevant micro-influencers, it’s time to start, as this shift is here to stay.
Rise of Video
TikTok has grown to become one of the most popular social media platforms worldwide with over 1.5 billion users active globally, despite its challenges.
With TikTok’s rapid growth and the subsequent introduction of Instagram Reels and YouTube Shorts, marketers have become heavily invested in creating bite-sized, engaging videos.
But now TikTok has increased the maximum video duration to 10 minutes…. so what will the ideal video length be next year or the year after that? As with all social media content, focus on the quality instead of the quantity (whether length or frequency) and test and learn.
The Rise of Social Commerce
Social media platforms are becoming one-stop shops for product discovery and purchase. In 2023, social commerce sales were estimated at $6.5 billion globally.
Brands are now, or at least should be, integrating seamless shopping experiences directly into their social media profiles.
Prioritisation of Search on Social Media
Social media platforms are becoming powerful search engines. On this note, I’m asked continuously about hashtags. In 2021, hashtags were seen as crucial to help discoverability. Then we started to see keywords become more important. Now, a mix of both is the right way to go – as long as the keywords and hashtags are relevant to the post.
Marketers need to optimise their social media content with relevant keywords to improve discoverability. Don’t just stuff your caption with hashtags or keywords. Use SEO tactics to inform content ideas. If someone is searching for it, you need to be answering it on social.
The Text-Based Resurgence
In a major shakeup, Twitter rebranded as X in 2023, which followed a continuous decline in its user base, which currently stands at 335.7 million (a decrease of 32.7 million users over two years).
Cue Adam Mosseri’s team launching Threads as an immediate alternative to the old-style Twitter, which had over 1 million users in just one hour!
Despite the video content boom, platforms like Threads, Reddit, and X are rising in popularity for text-based discussions and forum-style interactions.
In my opinion, X (or whatever you want to call it) still has a place for those who want to check in on real live events – whether it’s a news event unfolding, conspiracy theories about the Royal Family, or watching TV like Love Island and The Masked Singer to interact with others on their thoughts and opinions. Marketers can use X for real-time customer service and building communities around brand narratives. Outside of that, it’s an uncertain place for brands to live and if your audience is elsewhere then I would strategically take your social media resources elsewhere.
As Threads is still a relatively new platform, there’s the opportunity for brands to grab attention and make an impact, especially for those looking to tap into younger audiences.
Continued Dominance of Facebook (with a Twist)
“Facebook is dead” was a common phrase three years ago, yet it remains the largest social media platform by user base and the largest app in the world with 3.049 billion monthly active users.
The platform’s organic opportunities have also recently started to grow again, following many years of being a “pay to play” space.
Facebook shouldn’t be disregarded now or in the future, even if you think “Facebook is dead”.
LinkedIn Got Cool(ish)
LinkedIn has been potentially one of the most interesting social media platforms in the last three years, moving towards a more interactive experience and a place for its users to build their personal brand.
It’s now a place where individuals in any job role, in any sector, in any industry can establish themselves as thought leaders in their niche. The continued focus on professional content and B2B marketing on LinkedIn makes it a perfect platform for personal branding efforts that support business goals, attracting leads and potential clients, and ultimately contributing to overall brand awareness.
Who would have thought?!
The Future: The Enduring Power of Connection in Social Media
Those are just some of the changes that have happened in the social media world in the last three years. I’ve not included everything because of quality over quantity and all that…and I’m not even going to dive into AI (which is here to stay).
So, onto the future of social media marketing….
I would bet on a few things staying the same.
The social media landscape may evolve rapidly, with new platforms, features, and trends emerging constantly. But one core principle remains constant: social media, at its heart, is a communications platform.
Its true power lies in building connections.
This manifests in three key areas that will continue to be relevant regardless of future trends:
- Community Management: Fostering a thriving community around your brand on social media platforms is crucial. This requires active management, including responding to comments and messages, addressing concerns, and celebrating successes – all in a way that fosters two-way communication.
- Listening and Interacting: Social media thrives on interaction. It’s not just about pushing out content. It’s about actively listening to your audience, understanding their needs and preferences, and engaging in genuine conversations. This builds trust and loyalty, the bedrock of strong customer relationships.
- Content for Your Audience: Gone are the days of generic, self-serving content. Successful social media marketing hinges on creating content that resonates with your target audience. Whether it’s informative blog posts, entertaining videos, or interactive polls, tailor your content to provide value and spark engagement.
The Power of “Dark Social”
Even the rise of “dark social” – content shared privately through messaging apps – reinforces the social aspect of online interactions. While the platform may be different, the underlying desire to connect and share content with others remains. This highlights the importance of creating compelling social media content that users naturally want to share with their inner circles.
Social Media’s Unwavering Value
Despite constant doubts and evolving trends, social media offers unparalleled value for brands. It remains the most effective platform for connecting directly with customers and potential customers on a large scale. By prioritising communication, interaction, and audience-centric content, brands can leverage the power of social media to build lasting relationships and achieve long-term success.
Here’s to the next three years!
