The Evolution of Social Media Marketing


In today’s digital age brands are faced with a new challenge of marketing to their consumers across social media platforms.

As popular social media platforms have evolved and switched from sites like Friendster and MySpace to Facebook, Twitter, Instagram, LinkedIn, and Snapchat, users have access to content and features like they’ve never seen before. With the evolution of social media, a brand’s success is now judged on how well they are able to build relationships with their audiences, instead of just producing and distributing content.

The evolution of social media marketing has pushed brands to be concerned with not only the content they’re producing but how they are capturing the attention of a consumer who has seen everything and has access to everything with the click of a button. Times have changed social media marketing from focusing on the push to get as much content out there as they can to making their content stand out and resonant with the consumer.

In this new evolution, brands can do that by showing the customer they understand them and their needs through social media and the campaigns they launch on social media. At the core of this evolution, brands need to keep in mind two key themes as social media marketing changes.

Engage or Be Ignored

Marketing is no longer a one-way street. Consumers now have a voice and can talk back to brands. Brands need to make sure their presenting a more human-like feel with their online presence and make sure consumers aren’t afraid to interact with them. Brands need to make sure their social media campaigns aren’t just shouting at their consumers but engaging consumers to start conversations with them and each other. Brands need to realize the campaigns that do the best with consumers are the ones that invite customer experience. One goal of the brand should be to make sure consumers can identify with your brand, and connect with your brand.

Visualization is Key

Today’s era is bombarded with visuals across social platforms and brands, in order to keep up with this evolution, need to make sure their message is not just being displayed on a timeline, but it’s becoming a story in the eyes of the consumer that represents your brand’s big picture and your brand’s character. Pictures are worth a thousand words, and with the development of new ways to take, share and edit photos, your brand needs to make sure its visuals show off your brand’s personality. Your visuals need to not only show, but prove to the consumer you’re more than just a product or a service.

Not only do you need to produce valuable visualizations, but brands need to remember to do it through not only photos but videos also. Social media platforms such as Twitter, Instagram and Snapchat are adapting and making their user interfaces more video friendly. Consumers attention is now being captured by quick videos that can not only hold their attention but get their message across and brands need to make sure they are on the front line with the change so consumers not only like their videos but want to share that message with others.

Also, brands need to be concerned with where they make their videos viewable because popularity is on the rise with the platforms such as YouTube, and apps like Instagram, with videos in timelines and in stories and twitter, who has capitalized on gifs and shareable videos. It’s important brands are aware of what videos fit best with the different platforms.


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