Whether you’re B2C or B2B, you’re probably using social media to generate leads and make sales. From a branding perspective, social media is a no-brainer when it comes to spreading brand awareness and generating interest.
However, social media can be a fickle beast at the best of times. Each platform has a specific type of audience and these user bases have evolving behavioral trends – staying on top of those trends is a vital skill for any digital marketer in the current climate.
So, in today’s blog, I’ll go through some of the latest trends I’ve observed and explain how a nimble digital marketer may be able to take advantage. If you’re a digital marketer or digital business owner looking for an edge with their social media presence, this is the blog for you.
Niching Down Your Spending
One of the dominant areas of interest for many digital marketers is how we spend ad dollars for clients. In years previous, typical thinking was that having a wide net would yield strong results. While this wasn’t necessarily true, there was still merit to the idea that focusing on a single social network platform would be less beneficial than trying multiple.
However, recent research has shown that niching down to a single platform can yield solid results, with smaller channels – such as TikTok, Snapchat, and Pinterest, having more receptive audiences than older, and larger, networks like Facebook and Twitter.
Organic Content Selling
With the arrival of Apple’s IOS14 update in early 2021, a seismic shift in digital marketing occurred that we’re still seeing changes from now. The update allowed users to “opt-in” to ad tracking from apps, making it significantly more difficult for networks like Facebook to track user behaviors. As a result, how ads are prepared on social platforms has changed dramatically.
The most apparent trend has been the emphasis on “organic selling,” where endorsements and product ads fit into creators’ content. For platforms like TikTok and Snapchat, the emphasis on organic selling has given them an incredible advantage over competitors and an edge that all digital marketers should pay close attention to.
Smartphones Are Not for Making Calls
While most social media engagement happens on smartphones compared to traditional computers, consumers are less likely to call businesses than ever before.
Social media has made it far easier to get information on businesses than ever before, with review systems and forums making it simpler to find other users’ comparative experiences. This leaves businesses in a sticky situation if they’re not careful.
I’d be willing to predict that business phone lines will become far less emphasized in digital marketing as time passes, so it’s probably good to acquaint your clients with that reality early. Instead, focus on online messaging as an avenue for customer service interactions, as this is arguably what those phone calls will turn into.
That’s it for today’s entry! Check out my other blogs for more thoughts on the latest development in the digital industry and the challenges of entrepreneurship in the online world.
Until then, see ya later!