At the end of 2024, Instagram announced it was removing the option to follow hashtags from the app. In addition, any topics that people already follow will no longer display posts and Reels in the main feed.
Battisby believes that as “all words in captions are being ranked anyway, so hashtags are becoming obsolete and not getting as much engagement as they used to.”t.
Top tip: Consumers are increasingly using social media networks for product discovery, brand research, and how-to videos. In particular, being used as a search engine amongst younger generations, so it’s important to optimize social media content for search.
Video has always been a popular format on
Social media, but the increased popularity of TikTok, Instagram Reels, and YouTube Shorts has resulted in an explosion of short-form videos.
In fact, Meta reported that 60% of time spent on Facebook and Instagram is now video.
With so much content online and attention spans shortening, short-form video provides brands with a way to communicate with customers in short, sharp bursts. The key is to be authentic and use storytelling so you communicate what you want in a short space of time.
Here’s a great example from shoe company Crocs that shows how to use short-form video to engage and promote.
Top tip: Employee-generated content can be effective in this format through behind the scenes footage or a quick instructional video on a product.
6) Customer content overshadows influencer content
While influencer marketing can still be effective, many companies are realising that there’s a lot to gain from involving customers in their marketing activities.
In the past, some brands have received criticism telegram number database for splashing out on influencers and treating them as the ‘social media elite’. This has made many of them rethink their strategy and start to invite customers to be a part of the experience.
For example, skincare company Topicals hosted a “community trip” to France which was made up of a combination of influencers and regular customers, and this is what they plan to continue doing on all upcoming trips. For Topicals,
Another beauty brand Refy also hosted an exclusive retreat in a branded villa in Mallorca for their closest community members.
7) Security and regulation of social media
There has been a lot of criticism, and indeed meta publishes new state of small business report legal action, towards social media platforms in recent years in regards to online safety and privacy, particularly for younger people.
ure of social media platforms is uncertain. But privacy and regulation are certainly huge influencers in its success or demise.
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