The Evolving Landscape of Social Media: How It's Changing

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In the fast-paced world of digital communication, the impact of social media continues to evolve and shape our daily lives. From its early beginnings as a platform for connecting with friends and sharing updates, social media has transformed into a multifaceted ecosystem that influences everything from how we consume news to how businesses market their products. Let's delve into how social media is changing and what trends are shaping its future.

Rise of Video Content

One of the most notable shifts in social media is the dominance of video content. Platforms like TikTok, Instagram Reels, and YouTube have revolutionised the way we consume information and entertainment. Short-form videos, in particular, have become immensely popular, offering users a quick way to share stories, showcase unique expertise, and capture attention. While 91% of consumers now prefer visuals over plain text, this trend is pushing brands and content creators to prioritise video production and experiment with creative storytelling techniques in a more concise and visually engaging way.

Emphasis on Authenticity

More than ever, consumers are seeking authenticity and transparency from brands and influencers on social media. As a result, there's has been a gradual move towards genuine, unfiltered content that resonates with audiences on a personal level. The rise of influencer marketing has also led to a shift towards more authentic partnerships, where influencers align with brands that genuinely reflect their values and interests – and in consequence, the interests of their target audience.

Resurgence of LinkedIn

LinkedIn has seen a notable increase in popularity in recent years, acting as a robust platform for brands and companies to engage not only with professionals and industry leaders but also with consumers. Unlike other social media platforms, LinkedIn focuses on professional networking, making it an ideal space for businesses to showcase their expertise, values and company culture. The platform’s flexible character count allows for longer-form content that can include industry insights, product updates, and thought leadership pieces – opening the opportunity for companies to build credibility, engage in meaningful conversations and connect with their audience. Connection is the core of any social media platform, but by leveraging LinkedIn's networking features, businesses can also expand their professional network, build strategic relationships, and increase visibility within their industry.

All Eyes on Ephemeral Content

The rise of features like Instagram Stories and, more recently, TikTok Stories has revolutionised social media interaction. This type of content, known as 'Ephemeral content', is temporary and available for a limited time on platforms like Instagram and TikTok. This type of content typically disappears after a set period, often within 24 hours, and is not permanently stored on the platform like traditional posts. Temporary by nature, ephemeral content creates a sense of urgency and encourages real-time engagement from users. The spontaneity of ephemeral posts appeals to audiences, leading brands to share behind-the-scenes glimpses, limited-time promotions, and interactive content, like polls, that resonates in a specific moment.

Adapting to Algorithms

Algorithm changes on social media platforms have undoubtedly altered the way content is distributed and prioritised, leading to increased competition for visibility and engagement amongst businesses. The rise in competition has prompted brands to refine and revisit their content strategies, optimise performance metrics, and adapt to evolving platform-specific algorithmic preferences to maintain their relevance and reach. To name an example, Instagram’s recent algorithm shift to now prioritising reels and carousel posts, has has inspired brands to get creative with dynamic and visually captivating content to spark higher engagement. With the rise of social media presence, it has never been more crucial to adapt to these algorithmic changes and experiment with content, to maximize maximise organic reach and audience engagement platform-wide.

By understanding these changes and using them strategically, businesses can seize opportunities to enhance engagement, create audience relationships, and accomplish their marketing goals. At Seren Global Media, we aim to assist businesses in navigating the ever-changing social media terrain, enabling them to achieve maximum success. For help with your social media strategy, contact us today!