These trends are expected to define the way brands use social media over the coming months
The world of social media is fast-paced and fickle. If you aren’t careful, you can get left behind. And for businesses looking to expand their brand on the world wide web, this is far from ideal.
Social media offers businesses more exposure than they could ever have dreamed of, but at the price of navigating the comings and goings of an audience who want good content and want it now.
That’s why staying ahead of social media trends – and using them to your business’s advantage – is so important. Here are three of the biggest social trends expected to make waves for brands and consumers alike, according to fresh research from Hootsuite.
The rise of TikTok
TikTok has exploded onto the social media scene in the last couple of years, and its popularity continues to soar. The numbers speak for themselves. There are more than 500 million monthly active users on TikTok (the same number as Instagram), and the average user spends more than 50 minutes a day on the app. This is impressive considering that TikTok videos are typically only 15 seconds long.
Since Q1 of 2019, TikTok has been the most installed app. This is why brands are keen to hop on the TikTok train, and big names like Google, Nike and GUESS have already successfully implemented TikTok’s signature creativity for their own marketing.
Businesses should experiment with ways to create fun and creative videos which relate to their brand. TikTok can be an effective way to diversify your audience, as can other platforms like LinkedIn and Pinterest. It all depends on what works best for your brand.
The pressure is on employers
Politically, socially and economically, things are far from secure. Only one in five people believe economic and social systems are working for them, and less than a quarter of millennials expect their country to improve in the next year.
However, 75% of people still trust their employer to do what’s right — more than the trust held in any government, media or business.
The coming months will see mounting pressure on employers to use their brand as a platform for doing good. In the past, businesses tended to avoid potentially divisive issues. Now, saying nothing will get you noticed for the wrong reasons.
Balancing public and private engagement
Despite what many people think, social media isn’t entirely public. 2019 was a huge year for messaging. Instagram launched its own messaging app, Threads, while LinkedIn rolled out a new private messaging feature called Teammates. Meanwhile, WhatsApp and Messenger continue to dominate.
Two thirds of social media users say messaging is where they feel most comfortable, while 55% of marketers say that the rise in private social channels has made them rethink their content strategy.
However, public social media is still hugely important. People love browsing social feeds for news, updates and entertainment, and more than half of all online brand discovery occurs in public social media feeds.
So for businesses, it’s important to make use of both of these options. Brands need to be able to pinpoint which opportunities call for public posts and which should be handled privately.
One simple way to think of it is this: public feeds are used to drive awareness; private channels are used to drive meaningful one-on-one engagement.
Make sure your business is ahead of the game when it comes to digital marketing by reaching out to Clear Editorial. We can help get your brand noticed online. Contact the team today by calling 07970 243 917 or click here.