- The shift has already happened.
Following Facebook's Cambridge Analytica scandal,
numerous data breaches, and increased awareness
of social media's addictive nature,
the use of these platforms has changed.
People are passively consuming content
and communicating more privately
with their inner circle instead of sharing publicly
as often as they once did on social media.
Here's why that matters, and how businesses should adapt.
Monitoring the changing habits of consumers,
the different features getting prioritized
on established networks, and the new platforms
that continue to emerge isn't easy.
These details matter, though, because marketers
must continue to be active where they can earn
and retain the attention of their audience
in order to drive results.
Keeping these trends in mind, it is important
that your marketing on social media or elsewhere
isn't dependent on chasing these latest trends
or a new, buzzy channel.
While adapting to these changes is important,
your primary focus should always be
to serve your customers with the right messaging,
in the right place, at the right time.
With that said, this ongoing shift
towards passive consumption and increased privacy
should lead your organization
to make the following investments.
One to consider is developing a series on social media,
similar to the idea behind a show on Netflix.
Whether you're producing a podcast
you'll promote on social media or a YouTube series,
the goal is to share entertaining and educational
messaging distinct to your organization.
A series allows you to set a schedule with your audience,
which, in turn, sets expectations.
The goal here is to not just capture their attention once,
but keep it for the long term.
It's meant to counterbalance the shift
to passive consumption, as it's even more difficult
to reach your audience when they're
less engaged than they once were.
One-off posts on social media
aren't going to reach them anymore.
But a series, on the other hand, has a better chance
of building a distinct, memorable connection
between them and your brand.
When it comes time to make a purchase,
a person's familiarity with your brand
could help make their selection process easier
and drive more sales for you.
Another investment to act on is communicating
with your audience in smaller groups
and on messaging-focused social media platforms.
As consumers become more interested
in limiting their social media usage
and shrinking the public record of their communications,
private conversations with family
and friends have become the norm.
Interaction in groups on Facebook
and direct messages on Instagram
are now prioritized by these networks
to adapt to their users' preferences.
Your organization should consider creating
a private group on social media,
if you have the resources, to facilitate
an ongoing discussion on a specific topic
of interest to your audience.
In addition, consider investing in targeted advertising
on messaging apps that your audience uses
and provide customer service on relevant
messaging services when possible.
These recommendations aren't a shortcut
to success on social media, but examples
of how to personalize your message
to your customers' shifting preferences.