The Future of Social Media (part 2 of 2)
Part 1 of this blog post reviewed social media trends in the past and the factors that influenced the rise and success of Facebook. However, now we are seeing the trend we saw with Myspace so many years ago being repeated with Facebook in the continued growth of advertisers dominating the newsfeed of users. However, ads are what keep social networks free. Here’s what you need to know about how to adjust to potential changes in the future of social media.
Future of Facebook, Continued (part one click here)
With all the talk of Facebook going downhill and losing value, Facebook isn’t likely to go anywhere. Even if a celebrity like Kylie Jenner were to influence thousands of users to quit Facebook, like her tweet about Snapchat being dead did on that platform, Facebook would still be a stable social giant. Facebook, the only social network with two billion active users, also owns Instagram, the third-largest social network with over 1 billion users. Facebook has its eggs in many baskets, and currently the company is spending a lot of time with Virtual Reality and Artificial Intelligence investments. Unless a major boycott happens to make millions of users quit Facebook, a very unlikely scenario, the platform will continue.
Other Social Networks
It’s important to pay attention to why certain demographics use different social media networks. It’s no longer as simple as users flocking to the platform their friends prefer. In addition to younger audiences leaving Facebook to avoid interactions with close family or the bombardment of advertisements, they are using multiple networks for different reasons. Twitter is a great place to follow celebrities and brands for updates, Instagram is great for fashion and art, and Snapchat is generally used for quick snippets of interaction about how a friend’s day is going or the latest celebrity gossip from the sponsored news section.
Follow the Flow
As a marketer, you need to find the right platforms for your audience. Paying attention to the shifts and migrations of users and social networks will help you decide where you should be spending most of your time and marketing dollars. Social media users don’t want to be sold to while they are online. They want to be shown new products and experience meaningful interactions with brands while on these networks.
Establishing your brand as approachable and not too sales-oriented will help you in the long run. Over time, users on social media demonstrate that they prefer brands to be educational, approachable, and informational on social networks. Keep this in mind when creating posts, but continue to use calls to action, links, and landing pages. And keep in mind other options for advertising in print and via Google ads.