Social media also revolutionized the way we know life. Platforms like Facebook and Twitter magnified the celebrity spotlight, gave rise to new influencers, promoted knowledge flows and became the go-to marketing and customer engagement platform for brands around the world.
The only thing is, some research and leading thinkers in digital marketing consider that social media is losing their mojo. To delve deeper into this problem, we contacted a range of marketers to gage their views on social media marketing health going into 2020.
Let’s look at a few numbers, first. Buffer ‘s analysis of 43 million Facebook posts showed that the Facebook commitment fell significantly between 2017 and 2018, with the average commitment per picture falling from 9,370 per post in Q1 2017 to just 3,454 per post in Q2 2018, while the average commitment per video fell from 5,486 to 2,867.
Social networking is a large concept, and a number of factors lead to lower engagement rates and click-through rates. Furthermore, some advertisers point the finger at the social media community, rather than the algorithmic shifts that we see from time to time creep in. “I don’t think it’s dying for social media marketing, but I do believe it’s evolving. First of all, it is getting more democratized. Everyone does it.
Many marketers with whom we talked had a optimistic outlook for social media marketing. “I don’t think social media marketing is dying — I think it’s maturing and improving from what it was five years ago,” said High Alpha Marketing Director Drew Beechler. However, Beechler acknowledged that “the buzz around social media has fallen apart and made it more difficult for marketers to use social media in a innovative and strategic way to drive results.”
- Customize, improve, and improve: “Have a list about any form about market you may think your product or service would be interested in. Define and then describe their personalities as separate audiences. For your advertising the use of these audiences get imaginative and intimate. Make sure that you tailor the ad to fit the needs of these audiences and really show the importance of your brand.
- Exhibit don’t say: “We ‘re getting our attention spans shortened. You have to visually capture your audience and you have to do it quickly. When explaining the importance of your company, I suggest using photos. Display it to your audience, instead of asking them why this product or service is so amazing
Lastly, Williamson said, “In 2020, I think that social media marketers will have to move away from jumping on any hashtag bandwagon and try to make content more relevant to people. They ought to think of social media as a one-person dialog rather than a crowd yell. Too many people have made social media too loud on so many soapboxes.