Ever wondered what the future looks like, particularly when it comes to social media? As a digital marketing agency, we are always trying to stay ahead of the curve and forward-thinking to ensure that we create marketing strategies that will strengthen our clients’ online presence in the long-term as well as the short.
Keeping an eye on the direction that social media is heading can make a significant difference to the success of your marketing activities, allowing you to adapt your strategy accordingly and maintain a consistent flow of content that is relevant, engaging and compelling in the current online climate.
Whilst we cannot guarantee the future of social media marketing, we can make predictions based on our observations on social media lately. In doing this, we can use the information to adjust our strategies to keep up with consumer expectations, new trends and advancing technologies. From subtle changes like the increasing use of ephemeral content to more noticeable changes like the ability to shop directly on social media platforms, we’ll cover all the changes we have noticed recently to make predictions about the future of social media.
OUR PREDICTIONS FOR THE FUTURE OF SOCIAL MEDIA
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The demand for more personalisation
In an online world that is flooded with millions of brands and an unmeasurable number of users, personalisation has become the key for every business to ensure that their consumers feel like they are not just another number. In the coming years, businesses will benefit from focusing on a data-driven strategy, utilising information about their audience effectively to personalise their content and ensure it reaches their target audience.
It is also likely that we will see social media algorithms become more sophisticated for the purpose of improved personalisation. These algorithms will analyse user behaviour, preferences and interactions more meticulously to deliver highly personalised content whether that is in the form of product recommendations or suggested news articles.
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Even more video
Does it come as any surprise that video content is likely to continue storming social media platforms as we move into the future? Currently, 91% of businesses use video as a marketing tool, illustrating its importance in a marketing strategy. The increasing popularity of social media platforms such as TikTok and Instagram will only encourage this number to grow. This is especially likely now that such platforms are offering more flexibility with the video content on their platforms such as longer video lengths, more sophisticated editing tools and promising wider reach. However, with video already being a widely used marketing tool, businesses will need to ensure that they are investing in creating high-quality video content to avoid falling into the background.
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The use of social media as a search engine
According to Hubspot’s 2023 Consumer Trends Report, 24% of consumers between the ages of 18 and 54 use social media to search for brands instead of using traditional search engines such as Google. This number then jumps to 36% among Gen Z consumers. Numerous studies have been undertaken to determine the cause of this consumer behaviour, with the majority concluding that short-form video content is more informative and digestible than longer content such as text-heavy news articles.
In addition, more information is now readily available to consumers on social media platforms. For example, if consumers want to find a new restaurant near their location, many social media platforms are able to fulfil that need using location technology. Pair this with captivating visual content and it makes sense why consumers prefer to search their queries on social media.
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The use of AR (augmented reality)
AR content creates an immersive and interactive experience for consumers. In the coming years, consumers will be able to use AR to enhance their online experience by being able to do things such as virtually try on clothes before purchasing or use filters with interactive branding. Many brands have started experimenting with the use of AR but as the use of it becomes more widespread, the technology is also likely to become more accessible to smaller businesses as well.
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The growth of social commerce
Nowadays, consumers are all about convenience. The integration of e-commerce onto social media platforms provides a seamless and easy way for consumers to purchase products that they see online. Because of this, more and more social media channels are integrating e-commerce into their platforms, allowing businesses to directly sell products to their followers. This has proven to be an effective method for businesses to boost sales and the realisation of its potential has caused many brands to follow suit.
In the coming years, Gen Z will have joined the ranks of other employed individuals and they will have more spending power. We already know that they prefer to search for brands and products using social media so it’s highly likely that more social media platforms will introduce integrated commerce into their platforms to prepare for this inevitable growth of social commerce. As a result, social commerce integrations will become more refined and sophisticated to allow for a seamless customer experience.
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A rise in ephemeral content
Ephemeral content is content that is only available for a limited time such as stories. The sense of urgency and exclusivity that comes with ephemeral content has become an effective tool for many brands. An increasing number of brands have been utilising stories to promote limited-time special offers by leveraging the sense of urgency so that consumers are more likely to convert. It’s likely that this type of content will grow in importance and we will see more and more brands using it as a method to cleverly increase conversion rates.
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Increased use of chatbots
For many consumers, chatbots are a preferred way to communicate with a brand so we wouldn’t be surprised if they began appearing on social media channels. This personalised and real-time customer service will be the key to an improved overall customer experience.
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New social media platforms
We know, this one is obvious, but it’s highly likely that we will see some new platforms enter the social media space in the future so we couldn’t leave it out. Perhaps we will also see already-established platforms introduce new extensions of their platforms like what Instagram did with their Threads app.
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More influencers, less celebrities
It’s no secret that consumers are calling for more authenticity online. Not only is working with influencers a more cost-effective option for brands but consumers are more likely to trust influencers over celebrities leading to an increased return on investment. Especially in recent years, influencer marketing has become an essential element of social media marketing and has allowed brands to reach their target audience at a magnified level through sponsored posts, collaborations and ads. We’re predicting that influencer marketing will further grow in coming years, particularly with micro-influencers who tend to have a more niche and engaged community.
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Micro-moments will become increasingly important
As the saying goes, ‘it’s the little things’; micro-moments are the small moments that matter to consumers. For example, when a consumer turns to their device to act on a need. It may be in search of something, to learn something or to purchase something but these moments are crucial for businesses to leverage as it provides the opportunity for brands to engage with consumers in real-time.
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Cross-platform integration
We may see an increase in cross-platform integration as platforms come together for a more cohesive and interconnected digital experience. Consumers may be able to share content across multiple platforms more easily, engage in cross-platform messaging or perhaps manage their social media presence from a centralised dashboard.
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Demand for audio and voice-based platforms
Social media has recently seen a growing interest in voice and audio-based platforms such as Clubhouse. Many consumers find the use of verbal communication to be more convenient, allowing for a more authentic exchange between users that can be achieved on-the-go. In the coming years, we may see platforms placing a greater emphasis on audio content such as voice posts, live audio rooms and interactive podcasts.
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A focus on digital and mental well-being
Mental and digital well-being is at the forefront of many conversations at the moment as concerns continue to grow over the increased use of social media platforms. To combat this concern, it is likely that platforms will introduce features and tools to promote the healthy use of these channels such as time management features, mental health resources or digital detox prompts that are integrated into the platform. It is also likely that platforms will face increasing pressures to address issues that may stem from their platforms such as cyberbullying, trolling, online harassment and misinformation.
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The emergence of more niche communities
With the potential for new social media platforms to be introduced, it could be that social media sees a shift away from larger platforms and moves to smaller platforms with niche communities. These platforms may cater to specific interests, hobbies or identities which will provide users with content that is more engaging and relevant to them as opposed to the generalised content seen on larger platforms.
The future of social media is full of promise and potential and as consumer behaviour and technology evolves, so will social media platforms. If there’s one thing we have learnt after years in the industry, it’s that no matter how lasting you think your strategy is, the world of social media is ever-changing and the most important thing for your strategy to be is adaptable. Adaptable to new trends, new platforms, new consumer preferences, new content types, just adaptable to anything that may change or emerge. This way, as the platforms change, your social media marketing strategy will remain solid.