I remember the first time I saw a social networking site. It was 2007, and I was sitting in the introductory session at PodCamp 2007 in Toronto. Four strangers were at the front of the room who would eventually become great friends…Chris Brogan, Julien Smith, Mark Blevis, and the late, great Bob Goyetche.
They were showing us this new thing called Twitter, a website in which the whole idea was that — and this really was the WHOLE idea — you typed an SMS text on your phone of 140 characters or less, and it would magically show up on the Twitter website. Cool, huh? Even back then, we thought it was pretty revolutionary, as simple as it was. Little did we know what would transpire.
The invention of the smartphone in 2007 was pivotal and shifted social media to a more mainstream, mobile-first experience. This era marked the beginning of brands leveraging social media for targeted advertising and audience interaction.
Flash Forward
These days, of course, social media is ubiquitous, with over 5 billion active users globally, and the platforms, owned for the most part by multi-billion dollar corporations, are driven by AI-powered personalization and data analytics.
Social media has exploded from those early days of making simple connections to immersive experiences that blend creativity, technology, and commerce. It’s been nearly 20 years (gasp!) since those gentle first days of social networking and a lot has changed. It can be a challenge to keep up with the trends.
The Rise of the Machines
Generative AI is quickly becoming a critical tool for content creation, strategy development and audience engagement, and has impacted everything from how we create captions for videos, analyze our audiences and provide personalized content, and it’s only going to have more influence as industries adopt AI at scale.
Video Dominance
TikTok, Instagram Reels, and YouTube Shorts are leading the trend of short-form video content, meaning you need to be more engaging in less time. And while short-form video does dominate right now, it’s important to balance short-form and long-form video strategies to maximize impact.
Community Building
Back in the day, we saw the benefits in real-time of building community online, and honestly, that hasn’t changed. What has changed, is that we have shifted from focusing on follower growth to building deeper engagement with our existing audiences. Our reach is about the niche – people are deploying strategies like live Q&As, AMAs, and interactive content that puts authenticity and hyper-local content at the forefront, helps us make stronger connections and build trust.
Social Commerce and Micro-Influencers
Influencers have been at the wheel of social media for a while, but we are seeing shifts there too. Micro-influencers are gaining a lot of traction right now, as trusted voices for those niche audiences mentioned above. And we don’t see that trend going anywhere.
The Challenge
While it may be easier now to find and engage with your audience online than it was in the mid-2000s, there are still many challenges we face with today’s social media landscape.
Navigating Algorithm Changes
The algorithms are in charge, and there’s not really much getting around it. Not only that, but the algos are changing constantly. What does this mean for businesses? They need to stay agile and adaptive to these changes by keeping content relevant, timely and impactful. That is still the foundation of any good content strategy.
Privacy and Transparency Concerns
The more these platforms capture and use people’s information, the more consumers are demanding that their information be used ethically and transparently. This is an ongoing battle and one that we take very seriously at Jester. Knowing who is using your information and how is vital, especially in heavily regulated industries like insurance, fintech and healthcare (all of which we have worked with extensively!)
Content Overload
The online world is a noisy place! Balancing quality over quantity while meeting high content demands is a big challenge, and it has never been more important to strike this balance to ensure that your audience is taken care of AND your team isn’t overwhelmed.
Adapt and Improvise
Social media is ever-evolving, and it is critical to be able to adapt quickly to changes and not be afraid to try new things. Here are a few ways to do that:
Embrace AI-Powered Tools
Let’s face it – AI is here and it’s probably not going to go away. But it doesn’t have to be a big scary monster, honest! Consider investing some time and money in learning about AI tools for automation, analytics, and creative ideation. Use AI-driven insights to refine audience targeting and optimize posting schedules. These tools can really make your life easier and more efficient when used the right way.
Focus on Quality Storytelling
There has never been a better time to prioritize creating value-driven content that educates, entertains, or inspires. Develop content pillars aligned with your brand strengths – then build things like tutorials, BTS, and profiles around those pillars.
Leverage Analytics
Advanced analytics tools track engagement rates and help you refine strategies in real time. By monitoring emerging trends through social listening you can stay relevant to your audience now and in the future.
Future-Proof Your Social Media Strategy
In all honesty, the best practices for staying relevant on social media and using it to drive business haven’t changed all that much over the years. The basics still ring true. Here’s what you need to know:
Regular Strategy Updates
Frequently revisit your social media strategy’s goals and tactics to stay agile and ahead of the curve on trends and technologies.
Experiment with Emerging Platforms
Don’t be afraid to explore new platforms that resonate with different audiences or niche markets. There are new ways to connect coming online all the time, and while it can seem overwhelming, the best way to find out if something will work for your business is to try it.
Invest in Training
Upskill your in-house social media teams with AI tools, storytelling techniques, and data analysis to remain competitive. Jester can help with this!
The Bottom Line
The future of social media, like the future of anything, is uncertain. Having an effective and comprehensive strategy, embracing innovation and being flexible will allow your organization to thrive in the ever-evolving social media landscape.
Need help? You’ve come to the right place! Jester has developed some comprehensive packages that can help you figure out where you are at with your social media presence and how you can improve and adapt it now and in the future. Let us help you future-proof your social media.