Social media rarely stays the same for long. Social media platforms are always changing to keep users interested and optimize themselves for new technologies. These changes are a mixed bag for marketers; in many cases, these changes mean new opportunities to reach new audiences or engage with our existing audiences better. But in other cases, these changes are confusing headaches that always seem to change again the moment we get used to them.
But aside from new features, new functionality, and new algorithm changes, there are changes in user behavior that we need to watch for; oftentimes, these will arise in response to the new platforms and functionalities that companies release, but in other cases, they emerge organically. In a combination of these two influencers, brands are being forced to adapt quickly on social media. Here are six specific trends forcing brands to adapt their social media practices:’
1. Diminished Corporate Returns
Facebook has been decreasing the organic reach that companies and organizations are able to achieve for several years now, meaning the average number of people a non-promoted post reaches has gone down significantly. In fact, in June, it released a new algorithm update that caused a crushing 42 percent dip in organic reach for publishers.
When Facebook started, it was all about connecting individual friends—corporations and brands were added later. Though some have speculated that this is a subtle move to force organizations to buy more advertising, the likelier story is that individual Facebook users prefer seeing content created and submitted by friends than they do organizations and corporations. Because of this, newsfeed algorithms have shifted to accommodate user preferences for content submitted by other users—greatly enhancing the value of personal brand-based promotion.
2. In-the-Moment Favoritism
Users are also preferring more in-the-moment types of content. Now that most social media platforms are used as mobile apps, rather than desktop-based websites, it’s easier than ever for people to immediately syndicate content like images, videos, and even basic posts to their friends and followers. Because this content can be exchanged and consumed much more rapidly, users have begun to crave it, sparking a number of new trends like live streaming video in social apps. Retrospective posts are no longer as effective, so it’s in your best interest to stay active, in the moment, as things unfold before you.
3. Fewer, Better Posts
Read the other half of the list on Forbs: http://bit.ly/2b9sJ2S
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