The future of social media marketing
Social media is no longer just a communication tool; it’s an ever-evolving digital ecosystem bursting with potential. As we gaze into its future, expect smarter connections, personalised content, and uncharted possibilities. From becoming a potent search engine to reshaping customer service and marketing with AI, and fostering vibrant niche communities, social media is a transformative force offering boundless opportunities for businesses and individuals.
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Social media is ever-evolving. In marketing terms, its influence continues to surge, and it’s abundantly clear that we’re not witnessing a slowdown anytime soon. Yet, the social media we once viewed as a mere avenue for social communication has transformed into something far more profound.
As we look toward tomorrow’s digital landscape, we see a social media ecosystem brimming with potential for both businesses and marketers. Gone are the days when it merely facilitated conversations; it’s now an omnipresent part of our lives, from influencing our purchasing decisions to aiding in information discovery. The roadmap ahead reveals a landscape of possibilities, from harnessing social media for advanced search capabilities to the seamless integration of Artificial Intelligence and personalisation.
Indeed, the future of social media is promising and definitely hasn’t hit its peak yet, offering a glimpse into a world where connections are smarter, content is more tailored to customers’ needs, and the boundaries of what’s possible continue to expand.
Using Social Media for Search
Have you ever looked to social media for the latest news, or used the search function on a social platform? This is definitely the case for consumers between the ages of 18-54 with 24% of them using social media instead of search engines.
Based on the above, it’s safe to say that social media platforms are no longer just a place for social interaction; they have evolved into robust search engines in their own right. This transformation is driven by the vast amount of content generated and shared daily. Whether you’re seeking the latest updates on a global event or exploring niche interests, social media platforms offer a treasure trove of information at your fingertips. As a business or a marketer, it is important to understand how consumers use social media to influence future marketing strategies – and search is just one of those.
While social media offers a dynamic and engaging way to search for information and consume news, it’s not without its challenges. The proliferation of misinformation and algorithmic bias can skew the information landscape. As users, it’s crucial to approach social media search with a critical mindset, verifying information from multiple sources and being aware of the potential pitfalls of online information consumption.
More Reliance on Customer Service via Social Media
Social media platforms offer a unique advantage in customer service – real-time engagement. Customers can reach out to brands via direct messages, comments, or tweets, and businesses are increasingly responsive to these enquiries. This instant accessibility is a game-changer for consumers who expect quick resolutions to their problems. In fact, 16% of consumers expect brands to respond within minutes of reaching out on social media, while 69% expect a response in the first 24 hours. So, if you are looking to take advantage of social media for customer service – ensure you’re quick!
The increasing reliance on customer service via social media represents a significant shift in the way businesses connect with and serve their customers. It’s a reflection of the evolving expectations of today’s consumers, who seek immediate assistance and value transparent, authentic interactions with brands. As businesses continue to adapt to this changing landscape, social media will remain a pivotal channel for delivering exceptional customer service and building lasting customer relationships.
AI and Personalisation
The rise of AI and personalisation in the marketing sphere, also naturally means that it will also be a big factor in the future of social media marketing. Marketers are naturally adopting AI techniques with more than 80% of industry experts integrating some form of AI technology into their online marketing activities.
At the heart of this transformation is the ability of AI to analyse large amounts of data with also influences algorithms – from clicks, likes, and shares to our browsing history and interactions – to curate a personalised feed of content. Gone are the days of scrolling endlessly through irrelevant posts. Today, our social media feeds are populated with content that aligns with our interests, ensuring that each swipe and tap is a meaningful engagement.
The integration of AI and personalisation into social media represents a shift in the way customers interact with digital platforms. It’s a testament to the growing sophistication of technology and its ability to understand and cater to individual preferences. As the future unfolds, AI will play an increasingly central role in crafting social media experiences that are uniquely tailored to each individual.
Niche Communities
Niche communities have been emerging on social media for a few years now, and it will also be a key part of the future. In fact, in 2019, Mr. Zuckerberg wrote in a Facebook post that private messaging and small groups were the fastest-growing areas of online communication.
Whether it’s a love for vintage cars or a dedication to eco-friendly living, these communities provide a space where enthusiasts can dive deep into their interests. In doing so, they foster meaningful connections and ignite engaging discussions that might not be possible in more generalised social media settings. A recent example of this is the launch of Instagram Threads – designed to harness communication through a user’s own community.
Businesses are also recognising the potential of niche communities. Rather than pursuing broad marketing strategies, brands are now seeking out specialised groups that align with their products or services. This targeted approach allows for more authentic engagement and connects brands with audiences genuinely interested in what they have to offer. Rather than concentrating on ‘followers’ as a broad metric, brands are looking at their social media audiences as their own ‘community’ and building strong connections in doing so. This is also done through influencer marketing, and choosing an influencer whose community also aligns with their brand.
Short-Form Video
Short-form video has been emerging in the past few years – from Vine in 2013 right through to Musically in 2014 (which we now know as TikTok). These micro-content pieces, often lasting anywhere from a few seconds to a few minutes, are designed to deliver a powerful punch within a brief timeframe. With their engaging visuals, clever storytelling, and creative editing, short-form videos keep audiences glued to their screens.
The rise in short-form video popularity also aligns with changing consumer behaviour – a whopping 96% of consumers prefer short-form video with short-form video having the highest ROI as well as being the best format for lead generation and engagement.
But how does short-form video impact businesses? Many businesses have recognised the immense marketing potential of short-form videos. Brands now create entertaining and relatable content, blurring the lines between advertising and entertainment. This approach allows companies to connect with audiences on a personal level, fostering brand loyalty and generating buzz (remember what we said above about niche communities and engagement?)
What Does the Future Hold for Social Media Marketing?
Looking forward, social media holds immense potential for businesses and marketers. It’s now an integral part of our lives, shaping decisions and enabling information discovery. From advanced search capabilities to the integration of AI and personalisation, the future of social media promises smarter connections, tailored content, and uncharted possibilities.
Social media has become a potent search engine, offering real-time engagement and a wealth of information. Customer service via social media is thriving, fostering trust and loyalty, while AI and personalisation are reshaping marketing strategies. Niche communities are on the rise, providing a space for passionate enthusiasts, and short-form video is redefining content consumption, and driving brand engagement. As we journey through this dynamic landscape, social media remains a transformative force, rich with promise and opportunity for businesses and individuals alike.
