Social media has become a critical ingredient to every advertiser’s marketing mix. Gone are the days in which social media was simply used for product discovery and awareness. Today, social media marketing plays an increasingly important role in driving intent and conversion within the consumer journey. But the world of social media is dynamic and in constant change.
Keeping up with social media evolution can be challenging for many marketers. From Facebook hearings to influencer transparency, here are five trends and areas of focus that advertisers should keep an eye on to stay on top of the social media marketing game.
Organic Reach Is Changing
The organic world of social content has been unfolding for some time and reflects a broader trend of the evolution happening in SEO. As Google, Facebook and Amazon cracked down with more updates and AI-driven technology, marketers have had to become savvier to reach consumers.
What does this mean for social media marketers? It’s time to change the game by investing in more useful, high-quality content that consumers actually want to see and engage with. Despite all the headlines about Facebook’s algorithm changes, it didn’t wipe out brands that effectively used organic content -- it weeded out those that didn’t. If your messaging didn’t produce “meaningful interactions” among users, you weren’t set up to win in the first place.
The next generation of content marketers needs to know how to create content that builds a bridge between business goals and consumer needs and desires. Invest in creating engaging social content, and you will continue to win organic social.