It’s no secret that social media is changing. Gone are the days of Friendster, when social media was predominantly text based and you could only see content from people in your network. Today’s most popular platforms are algorithm-based and feature a heavy emphasis on short video content.
If you haven’t reviewed your social media strategy in a while and feel like you’re missing out on opportunities, you’re in luck. In this blog we break down the biggest changes to social media platforms in the last five years. Buckle up, because we’re about to drive head on into the turbulent, ever changing world of social media marketing.
(Short) Video Is Everything
Seven years ago TikTok exploded onto the scene and changed social media forever. Even if TikTok were banned in the US today (an idea that has been frequently floated by politicians), we might then live in a world without TikTok, but it would still be a world about TikTok. Let me explain:
TikTok pioneered short-form video content, which is now ubiquitous across almost all social media platforms. After witnessing the upstart app’s almost overnight success, industry leaders were quick to try to replicate TikTok’s appeal and avoid disruption. In 2020, Instagram responded by launching their own short video feature, Instagram Reels, and YouTube quickly followed suit with the release of Shorts that same year. Facebook (which is now considered an antique among many millennials and Gen Zers) has even gotten in on the action. Short video content can even be found on apps like Spotify, though it seems out of place on a music streaming service.
Underpinning this monumental shift in content is the proven success of TikTok’s (previously) unique user interface. The biggest takeaway from the Chinese mobile app’s meteoric rise is that short-form video content works. I mean it really works! According to Yaguara, short-form videos receive 2.5 times more engagement than long-form videos and 7 out of 10 marketers believe that short-form videos are one of the most engaging forms of content.
Naturally, brands who want to succeed on these platforms should adjust their content strategy accordingly, to increase short video production. A key difference between short-form videos and more traditional long-form videos is that, in addition to adapting your storytelling tactics to effectively hook viewers in a matter of seconds, is that all videos should be shot so that it can be vertically cropped to make it vertically mobile. (The recommended aspect ratio for TikTok and channels like it is 9:16).
Time Limits for Different Channels:
- Instagram Reels – 90 seconds
- Facebook Reels – 90 seconds
- YouTube Shorts – 60 seconds
- TikTok – 3 minutes (originally 60 seconds)
- Snapchat Stories – 60 seconds
- Pinterest Idea Pins – 60 seconds
The biggest upshot for marketers is that TikTok’s sudden success (and other brands’ rush to capitalize on it) has homogenized social media platforms, so that short videos distributed on one channel can easily be repurposed for another. Where platforms were once diverging by introducing their own innovative approaches to social media, Twitter’s 140-character limit, Instagram’s caveat that you had to include a photo in each post, Snapchat’s disappearing photos and videos, they are now converging.
The demonstrated success of TikTok has led to a standardization of the user experience. And while marketers should still take time to customize content for each platform, and the algorithms contained within them, effectively adapting content is not nearly as laborious as it once was. If anything, the emergence of a standardized user experience has made it easier than ever to appeal to a wider audience across multiple platforms.
Mobile-First Experience
While the proliferation of short video content over the last five years is undoubtedly a seismic shift in the social media landscape, it’s not the only change worth noting.
There’s an ongoing joke in the industry (more of an observation really) that the only people who use the desktop version of Instagram are marketers. The idea that desktop social media apps have become obsolete (at least among non-professionals) captures the second biggest change in the social media landscape.
Platforms are now mainly designed for mobile interfaces, reflecting the fact that most users access social media via their smartphones. This mobile-centric approach has profoundly influenced content formats, as evidenced by the vertical, phone-sized aspect ratios seen in all short video features.
Similar to website design, content marketers should approach social media with a mobile first approach. Photos and videos should be sized for people’s phones. Captions should be shorter to make them more appealing to someone scrolling through their feed on their iphone. Stories should be used as well as posts to your feed.
Algorithms Drive Engagements
More and more, social media platforms are deploying sophisticated algorithms to tailor each user’s content feed to their specific interests.
Algorithms naturally vary across platforms, but here are some general guidelines to increase brand exposure:
1. Prioritize Engagement & Community-Driven Content
Algorithms favor engagements and interactions over views. To prompt more user interactions, ask questions, use polls, and create content that encourages comments, shares, and saves, not just likes. (And make sure to respond quickly when a follower slides into your DMs).
2. Optimize for Watch Time
Algorithms prioritize content that keeps users on their platform longer. The more addictive the content, the more people see it. The more people who see the addictive content, the more addicted users become. It’s a somewhat morally questionable feedback loop which, when used for good and not for evil, can help educate more people on your brand promise and unique selling points.
3. Personalization
Leverage lookalike audiences in ad campaigns to target users similar to your engaged followers.
4. Use Social SEO
Only using hashtags limits your success! Algorithms now prioritize searchable, keyword-rich content. Use natural language and relevant keywords to optimize captions, titles, and video descriptions.
5. Prioritize Authenticity Over Virality
When it comes to most algorithms, brands that are too promotional get deprioritized. Instead, focus on education, storytelling, and relatability. Raw, behind-the-scenes, and unpolished videos perform particularly well.
Know When to Ask For Professional Help
If any of this article sounds like Greek to you, that’s ok. Luckily for you, there are lots of agencies who specialize in content marketing. Unfortunately, not all of them are affordable.
Pulse is an award-winning ad agency that provides fractional marketing based on your specific creative needs. We only charge you for the amount of work you need.
To learn more and get in touch, drop us a line.