Also read: The Destructive Shift of Social Media: From Network to Content
Less social media branding, more DIY videos
As a brand, you no longer need to ‘distract’ people from their timeline full of updates from friends or organizations and groups they actively follow. On the contrary: the content that users see is so diverse and independent of the sender, that they initially do not even notice whether it is posted by a person or a brand. With one major condition: the content must fit within the ‘flow’ of the user and the trends that appear in their algorithm.
The result? Brands with feeds full of DIY-style videos that tap into trends, where the branding overkill you see in other media is almost absent. Just look at the TikTok accounts of big brands
like Adidas or Samsung . And look for the branding
Thinking differently about your social content is becoming increasingly important. The playing field is overseas data changing faster than ever. Stop filling your social planning with content that you as a company or person like to share. And start analyzing the content that you like to follow yourself and see what makes this content interesting. After all, you want to entertain other people in order to reach them. Whether it is a private or business context. People receive enough stimuli in both spheres and want to feel that they choose which content they consume themselves. It would be a waste to fill an entire social planning with content that will not reach anyone anyway. Just as important as entertaining on the various social platforms is taking into account the findability of your content. How do users find your content, without advertisements or a direct connection?
YouTube and TikTok as search engines
YouTube is the largest search engine after Google Search and Google Image Search . TikTok is especially popular as a search engine among Gen Z. In 2022, Google already indicated that almost half of young people between the ages of 18 and 24 use TikTok or Instagram as a search engine. This means that there will be even more variation in the type of use of these channels. For example, these users also end up with content that has nothing to do with the accounts they follow. Not only the form of your content becomes more important, but also the content. What topic do you use in your TikTok video? And does this match the search behavior of the audience you want to follow? In this way, your social media strategy almost becomes an SEO strategy.
LinkedIn: focus on interaction and personal stories
LinkedIn, with its increasing focus on interaction, is another player that underlines this trend on social media. There is a focus on other people, but not necessarily those you know. LinkedIn is increasingly about personal stories instead of dry company updates. In other words: entertainment and emotion. And beware: your timeline is europe email determined by interaction. A post from a direct connection with few likes can easily make way for a post from a distant connection with a lot of interaction. That timeline has also long since ceased to be a representation of what your direct connections are concerned with.
What’s next? Get to know your target audience even better
The shift to video content, other channels and developments in the field of AI ensure more and more personal is it legal to use music from free banks interpretation of your timeline on social media. The data you build up can be interpreted better and better by smarter algorithms and automatically converted into content that you want to see. The art of brands is to know your target group so well that you pass by in those algorithms. It is therefore even more important to do good target group research before you ‘plop’ your so