5 latest social media updates you need to know for consumer comms
With an estimated 57 million active UK social media users in a population of 67 million, it’s safe to say social media has become completely ingrained in our day-to-day life.
But with growing user engagement and an increasing number of platforms, navigating the minefield of what the latest trends, changes and updates are on each can be difficult to keep on top of.
So, we’ve done the hard bit for you and condensed it all into the five of the most important social media updates you need to know for consumer comms in 2023.
Twitter has competition…
If there’s one update that you’re unlikely to have missed, it’s Threads. Threads is the Barbie of the marketing world. New, fun, shiny and everywhere.
And it’s not without reason. Aside for being the fastest-growing app ever, beating previous record holder Pokémon Go with a staggering 5x faster growth – Threads has a couple of features that are pretty exciting for a social media app.
For one, Threads allows users to bring their existing Instagram username and followers over to the app, overcoming the ‘cold start’ problem most new platforms face. Users automatically follow the same accounts that they already engage with via Instagram but can be part of a more unique place for public conversation and connection driven by niche interests.
Plus, unlike Twitter’s initial chronological model, Threads has launched with an algorithmic timeline which prioritises posts with high engagement and allows users to occasionally see posts from people they don’t follow. All of these features are great for influencers and brands alike looking to reach new and engaged audiences.
2. Facebook goes back to video
While Threads may be the new kid on the block, Facebook is still the undisputed leader in the social media space in terms of users. And with more than two billion daily users reported in the company’s latest earnings report, video features appear to be the focus for the Meta platform’s continued growth.
Meta aims to improve its editing tools, ability to upload videos in HDR and is introducing a new Video tab, bringing over the functionalities of Reels to the Facebook feed. Users will be able to add audio, text and music to videos a lot more easily, as well as upload HDR videos from their phones – a feature that represents Meta’s first efforts to bringing true HDR video support to its collection of apps.
The Video tab – which will replace Facebook Watch – will soon also be a “one-stop shop for everything video on Facebook”. Reels, long-form and live content will all be housed there, and users will be able to scroll vertically through a personalised feed of videos. Definitely a game-changer for users that make and watch videos on the app.
‘Deinfluencing’ has shaken up both how influencers feature brand content and how consumers perceive it, with an explosion of content creators calling out overhyped and/or overpriced items. And while we are all craving more authenticity and transparency, particularly from the social media sphere which often feels unrealistic, this new trend of deinfluencing might just have been what we were looking for.
For many, the term ‘deinfluencing’ sparked much debate about the end of the influencer or content creator. But instead, it’s a reflection of the shift in consumer buying and spending habits, as overconsumption continues to threaten the future of our planet. Influencers are here to stay, but their content is set to become more authentic, transparent and honest in a bid to retain trust and loyalty from followers.
3. Don’t forget about Pinterest
With just shy of 450 million active users, Pinterest remains a key platform for brands leveraging consumer engagement.
For its part, Premiere Spotlight is Pinterest’s latest feature – a new advertising solution designed to help brands increase campaign success on the platform. Focused on high visibility and maximum impact, brands can exclusively ‘own’ premium placement for a desired period of time to promote a campaign or product for maximum visibility with Pinners.
The feature also includes video ads in the search page, which is often the first step for users when exploring new ideas on Pinterest. It also has the option to reserve placement for product launches and ‘own the screen’ by taking up around 50% of a mobile device’s display on the search page.
4. What’s the word?
Around four in ten Gen Z’ers use TikTok and Instagram over Google to search for restaurant venues, according to a Google study. This reveals that TikTok is continuing to position itself as a growing search engine.
So, as part of the platform’s latest updates, TikTok has introduced ‘Keyword Insights’ – a research tool that provides users and brands with data that delves into the highest performing keywords in ads.
This will provide direction for brands and creators aiming to capture a wider target audience. Users will be able to filter data by what days and how times a certain word has been used, allowing for content creation to remain relevant and timely – an essential to helping brands stand out from the crowd when marketing on TikTok.
5. YouTube, the digital matchmaker
YouTube has turned digital matchmaker, encouraging creator collaborations with its #ShortFriends community.
This new feature essentially supports creators in finding the perfect partner to cross-promote and engage with, opening up new opportunities for brands to collaborate with influencers and content creators. The platform provides users with a list of suggested potential partners that will best pave the way for fruitful relationship that will lead to increased reach, engagement and growth.
What does this all mean for consumer comms? There’s a lot to digest, we know, but understanding which platforms are right for your audience and what content most influences them, is key to getting it right.
