Super Charging Social: How Platforms Are Adapting to the World
By Vicki Ferguson
Social media’s influence on the world is undeniable.
The way we communicate and connect has forever changed since the conception and continuous growth of social platforms. From the early days of Myspace, where self-expression was at the forefront, to the video first approach on TikTok – social media is a product of consumers’ needs and societal changes.
Not only have social platforms responded to the way users seek to communicate, but also to the way they create, shop, and consume media.
This year, supercharge your social platforms and strategies to keep up with the ever-growing and shifting world.
Here’s how platforms are following suit:
Video: TikTok, TikTok…Boom!
You’ve probably heard the phrase ‘video is king.’
And in 2022, that statement has never been more accurate. Video is the direction platforms are supporting and elevating more and more, from its algorithms preference to developing more ways for creators to create and users to consume. Video is booming across all channels.
Facebook – Meta – recently announced that it would enforce stronger guidelines around its videos to reduce the amount of ‘watchbait’ content on its platform.
Per Facebook, ‘watchbait’ is “video content that intentionally withholds information, sensationalizes content, or misleads viewers into watching or engaging with the video.” Users of the platform have shared how these types of videos take away from their experience and enjoyment – and Facebook listened. Here are the platform’s best practices to avoid posting ‘watchbait’ content.
In June 2021, Instagram announced its plans to shift from a photo-dominated platform to a video-first one. This pivot was announced as competitor platforms, such as TikTok and YouTube, dominated the video field. Instagram has been experimenting with various types of videos and most recently shared its next step: testing a new, full-screen main feed.
This would take all of Instagram’s regular feed, Stories, and Reels and combine them into one single full immersive feed. This change would allow it to compete with the evolving trends of TikTok and provide algorithmic improvements for a more intuitive user experience.
TikTok
The video-first platform known for its short, snappy content is making changes to extend its video content. In recent months it tested out 5-minute-long videos and, within a small group of beta testers, 10-minute-long videos. Though shorter videos have and continue to dominate social platforms, TikTok’s direction of longer-form content will allow it to compete with YouTube – the second largest search engine – and help it age up its user base, specifically those accustomed to longer length videos.
YouTube
Dominating with longer-form videos, YouTube announced that it would be making updates that include short-length videos and new live stream features that will allow it to compete with its competitor’s live functions. These updates include “Go Live Together,” which will enable creators and brands to live stream together, and ‘Live Rings’ which help viewers know which channels are live.
Looking to supercharge your social channels? Read our Super Charging Social: Video Essentials to begin.
E-Commerce + Creator Economy
In the past year, 66% of brands invested in creator marketing, and social e-commerce reached 8 billion, with one of the key contributing trends being Influencer Marketing. And according to reports, the increase of e-commerce and the creator economy will only continue and grow.
Brands know that their users are on social browsing for content and are swayed by the influencers they see. Platforms are creating a stronger bridge between consumer needs, brand offerings, and influencer opportunities with additional ways to help people find brands that align with buying products as soon as they see them.
Though no rookie to the e-commerce experience, Instagram focuses on expanding its e-commerce experience. This includes who can tag products in their posts. Previously exclusive to brands and creators, Instagram has now opened this up for all users in the U.S.
TikTok
Since the rise of #TikTokMadeMeBuyIt, the platform has been adjusting its platform to embrace instant shopping experiences. As shared in its 2022 What’s Next report, these updates will include product links, collection ads, and dynamic showcase ads. All to revolutionize the shopping journey.
And the shopping experience isn’t the only thing TikTok is trying to revolutionize, but so is the creator experience that will match brands with influencers.
YouTube
The platform continues to evolve its YouTube BrandConnect and YouTube Partner Program experience for brand and creator collaboration that makes impactful connections, turns viewers into customers, and gets meaningful insight.
A lot is happening at Pinterest regarding creator and brand relationships to e-commerce functions. Read all about Pinterest’s latest updates in our Super Charging Social: The Pinterest Experience.
Audience Insight
One of the most significant impacts on the direction of social platforms is the way users consume content, whether its video length or device to type of content. The platform’s algorithm pulls and adjusts based on what the user is doing and sharing. Platforms constantly pinpoint these insights to continue making the user experience more impactful.
The platform’s algorithm expands signals – data points – and alters their weight based on the user. Here is a breakdown of the platform’s algorithm history, including tips for working with Facebook algorithm in 2022.
Instagram launched an algorithm-free feed option earlier this year after users’ feedback and is currently testing full-screen, full-content feeds in the likes of TikTok’s popularity.
Similar to Facebook’s “watchbait” tactics, Twitter is building its approach to tackling misleading content. It’s called “Birdwatch.” Based on feedback and insights from the Twitter community, ‘Birdwatch’ will improve the distribution of content and the overall integrity of the Twitter platform.
Metaverse
What is the Metaverse? It’s a digital world where people gather to work, play, shop, and hang out. Platforms are finding their way into the metaverse expansion in more ways than one.
The platform changed its name to Meta as, in a company announcement, it shared its focus is to bring the metaverse to life.
TikTok
The platform is launching an immersive and inventive musical experience with live performances that have been elevated to another level. Its first is with GRAMMY® Award-nominated singer Camila Cabello and will feature XR and visual effects to create a virtual world and “ever-shifting reality.”
From watch parties to a podcast tab, Twitter is creating stronger ties between the gaming community and podcasters. This move further supports its Spaces functionality and competition with other platforms, like YouTube.
Spotify
The music streaming application created Greenroom – a virtual space to listen and talk in real-time about music, sports, and other topics.
At Ideas Collide, we lead our clients toward content that stands out, strategies that hold strong, and consumer experiences that impact. Are you ready to take that step? Let’s connect! View our entire suite of services for how we can support you.