What the Changing Social Media Landscape Means for Brands

Posted by: Camden Covey in: Consumer Lifestyle - Digital/Social -

Startup Stock PhotosEffective social media marketing aims to drive engagement with target audiences where they spend the most time, and in 2015, the best place to find them is online. Now more than ever, brands are on board, using social media to engage with and advertise to consumers.

Here’s what you need to know about the latest developments in social media marketing:

Facebook’s Evolving News Feed. Facebook, the first platform to dive headfirst into social media marketing, has been rolling out updates to its news feed, putting even more pressure on brands to produce engaging and relevant content.  Facebook is changing the game by implementing algorithms that limit organic reach, forcing brands to either engage their audience or invest more money in ads that guarantee reach.

For brands that rely on organic reach, a recent study on correlations regarding post frequency discovered that less is more. Pages that post one time a week experience an average 12.86% engagement, while pages that post one time a day experience 10.84% engagement.

Instagram Launches Clickable Ads. Facebook’s not-so-little sibling, Instagram, is dominating organic engagement according to a 2014 Forrester study that shows 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter. Instagram introduced advertising in 2014 and has continued to roll out updates that appeal to brands of every size. These recent changes now allow brands to feature clickable links in ads, enhance targeting features, and eliminate price minimums to allow smaller companies the option to advertise.

The marketing-savvy platform also recently added call-to-action buttons to its interface. So businesses now have the opportunity to leverage Instagram as a direct funnel to their online stores, boosting website traffic and Key Performance Indicators (KPIs) as well as revenue from online sales.

Twitter Introduces Event Marketing. Twitter introduced a feature last month called event targeting. This function will make it easier for brands to schedule promoted tweets around live events. Keeping in stride with Twitter’s real-time culture, the feature will allow brands to pause and edit pre-purchased campaigns closer to an event. There is no limit to the number of brands that can purchase advertising—leveling the playing field for companies of every size.

The Bottom Line. What do these changes in the social media landscape mean for brands? As social platforms evolve to meet the needs of marketers, brands need to rethink digital strategies to leverage these changes. The most effective approach to social media marketing is one that leverages relevant, engaging organic content with a mix of paid and promoted posts to increase overall reach and brand awareness.

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