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How to Adapt To The New Social Media Landscape: 5 Places to Start




The Social Media Landscape is Changing. Are You Ready?


The digital landscape is changing fast and the implications are huge. From privacy concerns to content algorithms and user trust, social media is facing a crisis moment that has prompted large corporations like Facebook to announce efforts toward a new way of operating. We see a shift away from public profiles and a focus on private groups rather than public pages. Users are becoming more aware of how their data is being marketed, shared, and stored.

They also want to know why they’re seeing certain ads and what information these advertisers have about them. These trends indicate an imminent change in the way we use social media, but how can you adapt your brand to thrive in this new environment? Let’s take a look at some of the major shifts we’ve seen so far, as well as some potential implications for future marketing strategies

Privacy and user data concerns


Public profiles are often used as a means of identity verification and many people will decide to share their name and face with their followers. However, they may not realize that these posts are accessible to anyone, including employers and law enforcement officials. People are worried that this information could be misused or that it could be hacked.

From the data breach at Facebook to the recent Cambridge Analytica scandal, social media users have become increasingly aware of the ways their data can be misused. They are now more cautious about what they post on social media, and they demand increased privacy and control over their data.

A focus on private channels over public ones


Public channels like Facebook pages, Twitter feeds, and Instagram feeds are more likely to be populated by automated content and advertisements than posts created by humans. Private channels, on the other hand, provide a place where users can feel more comfortable engaging with friends and brands alike.
For example, users might choose to connect with their favorite brands through groups on Facebook, where they can communicate directly with other members of the group. A healthy amount of skepticism from brands with respect to public channels is likely to result in a shift toward private channels. This might also mean that brands move away from video content, which has typically been shared primarily on public channels like YouTube.

Video becomes the centerpiece of social media marketing


Videos have been growing in popularity on social media for some time now, but their role is likely to expand significantly in the near future. It’s also likely that live video content will gain popularity in the coming years, as it removes the concern of misplacing information. This would be particularly useful for brands that have been cautious with their video strategy, fearful of the consequences of misplacing information.

Live video content allows brands to show their human side and provide a more authentic experience for users. It also allows brands to create more spontaneous content, and respond to current events more quickly than other types of content, like written posts, permits.

An emphasis on voice-based interactions


As brands move their focus from public to private channels, conversations between brands and users will likely move from text-based interactions to voice-based ones. Human speech is more likely to be authentic than typed text, and can allow brands to more easily respond to user queries in real-time. Users are also more likely to engage in voice-based interactions if they are comfortable with the person on the other end of the line.

This may be particularly true for younger generations, who are already accustomed to voice-based communication. For brands, this change may mean a shift toward the hiring of more telephone-based customer service representatives. If your brand currently relies on text-based communications, you might need to hire more operators capable of handling voice-based interactions.

Social platforms will host more ad-free, paid platform products


Part of the shift toward a more private social media experience will involve a reduction in the amount of advertisements on social platforms. Many users are now accustomed to ad-free experiences on platforms like YouTube and Netflix and will expect the same from their social platforms. As social platforms work to appease advertisers and users alike, it’s likely that they will prioritize paid content.

This shift toward paid content might result in a decrease in the number of advertisements on social platforms. While brands are likely to continue to advertise their products and services through social media, these ads may be hosted on platforms owned by the brands themselves. This would be a significant change from the current model of social media marketing, in which brands pay social platforms like Facebook to feature content on their feeds.

Collaboration and Innovation


Social media is at a crossroads. While brands are concerned about public channels and the risks that come with them, users are more interested in finding privacy and authenticity in their social interactions. This could result in brands moving away from public channels and toward private ones. It could also mean that brands are investing more heavily in technology and innovations to ensure the security of their platforms.
In order to be successful in the future of social media, brands will need to be able to adapt to the shifting tides. They will need to focus on collaboration with their users and a stronger focus on innovation than ever before.

Summing up


In summary, the social media landscape is changing, and brands will need to adapt to the new landscape if they want to succeed. What does this mean for digital marketers? Well, there are some significant changes that are likely to have a significant impact on digital marketing strategies moving forward. First of all, there’s a shift away from public profiles and a focus on private groups rather than public pages.

Users are becoming more aware of how their data is being marketed, shared, and stored, so social platforms are likely to see a push toward more private interactions. Second, video becomes the centerpiece of social media marketing. Then, there’s an emphasis on voice-based interactions rather than text-based ones.

Finally, social platforms will host more ad-free, paid platform products, and brands will need to focus heavily on collaboration and innovation if they want to be successful in the future of social media.