Social media is at a critical point in its evolution. As users spend more time on platforms than ever before, brands are doubling down on strategies that drive engagement and ROI. These trends range from social commerce to AI-powered content creation. Regardless of the industry, these new developments will affect how brands connect with their audiences online.
While many marketers still struggle to create social content that delivers genuine value to their audience, the social media landscape is evolving at a breakneck speed. To stay competitive, businesses need to find creative ways to keep their audience engaged. This year, we’re seeing a shift towards content that entertains, rather than purely informs or sells.
People come to social media for fun, and they want brands to make their experience engaging. This includes using creative formats, such as native app features like Instagram Stories and TikTok ads, to deliver a more immersive experience. However, brands should balance creativity with platform-specific standards. For example, a social media strategy that uses a mix of TikTok, YouTube Reels, and LinkedIn Videos will need to be mindful of length requirements and other platform features.
Brands should also avoid jumping on viral trends without a clear reason. More than a quarter of consumers feel that brands that jump on a trend appear inauthentic and can be annoying for their audience. But avoiding trends entirely can be risky too, as they may miss out on the opportunity to reach a specific audience with a message that resonates. The smart in-between is leveraging context and data to determine when it’s an ideal moment to participate.