In an era where digital landscapes evolve at the speed of light, leveraging new social media features for marketing has become a requisite for brands aiming to stay ahead.
Five ways to maximise new social media features for marketing
The integration of advanced search tools, long-form content, and direct messaging capabilities on platforms like TikTok, Instagram, and Facebook heralds a new dawn for digital marketing strategies.
The Advent of Sophisticated Search Capabilities
Recent updates across major social platforms indicate a significant shift towards enhancing user search experiences.
TikTok, for instance, has integrated Google search results into its in-app search, introducing robust tools like Keyword Insights to aid marketers in understanding trending topics and user interests.
This integration not only blurs the lines between social media and traditional search engines but also calls to attention the growing importance of social SEO.
The concept of “social search” is rapidly gaining traction, encouraging marketers to optimise their content with strategic keywords to improve visibility in social search results.
Embracing the Long-Form Video Renaissance
The pendulum of user preference is swinging back towards longer video content.
Platforms are extending their maximum video lengths, with Instagram Reels now allowing up to 15 minutes and TikTok testing similar durations.
This change highlights a broader trend: users are increasingly turning to social media for in-depth information, entertainment, and to satisfy their curiosity.
For marketers, this means a golden opportunity to produce more substantial, engaging content that captures and retains audience attention.
The Shift to Private Conversations and Communities
The landscape of engagement is migrating from public feeds to more intimate settings such as direct messages (DMs) and private groups.
Instagram, for example, has introduced features like Notes and Broadcast Channels, focusing on enhancing the DM experience.
This shift signifies the platform’s acknowledgement of the growing preference for private, personalised interactions.
Marketers must adapt by fostering direct connections with their audience, utilising DMs for customer service, feedback, and nurturing relationships.
The Rise of Authenticity and Relational Marketing
Authenticity has emerged as a non-negotiable element of successful social media marketing.
Consumers demand genuine engagement and transparency from brands, valuing real, unfiltered content over polished, promotional messages.
This trend is driven by a desire for relatable, trustworthy interactions in an increasingly digital world.
Marketers are encouraged to share behind-the-scenes content, engage in meaningful conversations, and showcase the human side of their brands to foster a deeper connection with their audience.
Social Commerce and SEO: The New Frontier
Social commerce is on the rise, with platforms like TikTok enhancing their shopping features to facilitate direct purchases.
This trend, coupled with the increasing use of social media as a search engine, highlights the critical role of SEO in social media strategy. Effective social SEO practices, including the strategic use of keywords and optimisation of posts for searchability, are essential for maximizing visibility and engagement on social platforms.
