The world of social media has come to an end as we know it
Over the past few years, the landscape of social networks has undergone a profound transformation, leading us to reconsider our perceptions and approaches towards these platforms. While the headline may seem sensationalist, the reality is that social media is no longer just a realm of entertainment and connection; it has evolved into a multifaceted ecosystem where brands, creators, and consumers intersect in complex ways.
One of the most notable changes is the realisation among brands that they must humanise their presence on social media to effectively engage their audience. This has led to a growing emphasis on leveraging content creators and personalities to embody and communicate the brand’s message. The integration of influencer marketing and social media strategy has become paramount, emphasising the need for a cohesive approach that aligns with long-term objectives.
This support for content creators clearly differs depending on the brand’s goals in two distinct practices, based on the number of followers of the creators. On one hand, to generate personalised daily content, brands are relying on niche creators who are well-versed in the market and audiences, embodying the brand in a differential way, adding value to their social networks, but also rely on major content creators, who generate a greater impact and attribution of values.
Hence why we also need to deep dive into how we are performing influencer marketing campaigns, understanding there is a strong fatigue due to content over-saturation and we need to pin-point all the steps among the campaign to ensure better results. Our Influencer Fatigue study goes deeper into this matter.
“Implementing a social strategy with Influencer Marketing as part of that discipline allows us to approach the audience in a more authentic and entertaining way, which leads to greater engagement and will help us to take the next step in social media, where the performance goal is increasingly present.”
Social Media = social commerce
Another notable change we are witnessing in the evolution of social networks is based on a new functionality that goes beyond mere entertainment or connection; it now encompasses commerce. Platforms like TikTok are pivoting towards social commerce, introducing features such as TikTok Shop, which allows companies, brands, and content creators to promote products online so that consumers can buy them quickly and directly through videos in the feed, live streams, and a dedicated tab showing store products.
This change not only transforms how we use social networks but also how we perceive online shopping and community building.
On the other hand, other e-commerce giants and experts like Miravia or AliExpress are charting a course in the same direction but from the opposite perspective, seeking to foster and generate communities within their e-commerce platforms with the aim of producing engagement and entertainment within them, increasing usage time.
The evolution of social networks transcends beyond changes in the platforms; it represents a fundamental transformation in our way of interacting, connecting, and consuming. By embracing this evolution and staying at the forefront through integrated digital strategies supported by innovation and creativity, we can harness the potential of community platforms to cultivate meaningful connections, stimulate engagement, and achieve brand goals, increasing both engagement and conversion.
At the end of the day, as marketers, we have the challenge of being able to measure the effectiveness of our social media strategies, and although we work with numerous KPIs as metrics of success, there is also a great holistic and qualitative work behind it that continues to evolve and we keep understanding. In fact, this is the reason why our sister agency, SHARE Creative, decided to create the CAOS study and measuring test score, which creates the first metric system to measure community management strategies in terms of community management, loyalty, and growth on networks. Such innovative tools will enable us to get closer and closer to users.
Nevertheless, one thing is clear: we must continue to pay close attention to consumer response to this new paradigm of networks, needs, buying behaviour, and personality; a challenge to which brands must also respond and adapt quickly, effectively, and with a 360-degree approach, where social networks, influencers, paid advertisements, and creativities align to respond to the consumer’s voice.
– Ainoa Brenes, Global Growth Excellence at Samy Alliance.
