When one of Google’s Senior Vice Presidents claims that 40% of Gen Zers use TikTok or Instagram to find a restaurant, it’s obvious that social media is settling in on the company’s search engine territory. By introducing new features like a “local” feed for nearby search results and enhancing previously-existing ones, including raising the caption limit to 2,200 characters for enhanced searchability, TikTok has already prioritised search. A dedicated shop feed with a search bar and other shopping categories is also being tested.
The days of brands actively seeking out influencers with enormous followings and making them lucrative offers to promote their goods are long gone. Targets have been placed on the backs of nano-influencers (followers with fewer than 10,000) and micro-influencers (followers with between 10,000 and 50,000).
Short-form video is a trend that will dominate most, if not all, social media campaigns for the following year, blazing from 2022 to 2023. If we examine the ideal platform for supporting shorts, the subject becomes more complicated. Regarding the range and popularity of short-form video content, TikTok continues to remain the leader. To compete with the Chinese-owned app, Facebook, Instagram, YouTube, and Pinterest are all enhancing their short-form video offerings.
Both user behaviour and the algorithms used to prioritise material on social media are constantly evolving. Facebook will display more posts from pages that the user frequently visits. The same is true of Instagram, which favours material based on how many likes it receives. Regardless of whether you frequently connect with the page or not, LinkedIn gives top feed positions to material with high engagement. Companies must alter their strategies for creating social media content if they want to make sure their business accounts receive enough reach and interaction.
Social media is the ideal platform for connecting with like-minded people who have similar interests since people feel the desire to do so. By building niche communities around a subject that their target audience will be interested in, brands may meet this need while simultaneously promoting their goods. Given its enormous user base and the likelihood that your target audience already uses it.