Brands Social
Why Brands Must Evolve with Social Media to Engage Consumers Effectively
- Changes in social media platforms, like Instagram’s push to support smaller producers, are reshaping how brands engage with consumers and create content.
- Consumer behaviour trends indicate that building trust and increasing engagement requires authenticity and user-generated content (UGC), with short-form videos leading the way.
- To stay competitive, brands must leverage the Creator Economy and adopt cross-platform strategies to boost conversions and strengthen community connections.
Understanding social media engagement and its significance is crucial for any brand’s success on social media. To drive meaningful consumer interaction, marketers must focus on three key pillars that shape the evolution of social media trends: platform changes, consumer behaviour, and content creation.
Evolution of Social Media Platforms
Understanding the evolution of social media platforms is just as important as knowing a brand’s messaging and consumer behaviour. As platforms constantly adapt, these changes directly impact how marketers create content that truly resonates with their audience.
For instance, Instagram’s recent update shifted its algorithm to give creators with smaller followings better visibility, prioritising authentic, user-generated content (UGC) over traditional branded posts. This change aligns with the growing consumer demand for more genuine, relatable experiences.
As a result, brands now have a unique opportunity to leverage user-generated content, boosting engagement while reducing costs and improving content efficiency.
How Platform Changes Reflect Shifting Consumer Behaviour
As social media platforms evolve, consumer behaviour is also shifting, which brands must address in their content strategies. Research from GWI reveals that the primary reason users engage with social media is to “keep in touch with friends and family,” while “seeing updates from your favourite brands” ranks much lower across all generations. This insight underscores the importance of adapting brand strategies to align with changing consumer expectations.
In 2023, for example, brand content activations on Instagram saw a notable 9% increase in post interactions, marking the highest level in almost two years. This indicates that while Instagram remains a vital platform for engagement, achieving success requires brands to adjust their strategies to both evolving platform dynamics and shifting consumer preferences. To remain competitive, tracking and analysing audience behaviour across platforms like Instagram, Facebook, TikTok, and X is essential.
Leveraging the Creator Economy to Connect and Convert
Social media platforms like TikTok, Instagram, YouTube, and X have introduced creator programs that enable content creators to produce engaging material. This has fuelled the rise of the “Creator Economy,” where creators have a growing influence over consumer purchasing decisions and cultural trends. Social platforms recognise the significant role of creators and aim to harness their power.
Creators have become the new publishers, offering brands an opportunity to reduce content creation costs and accelerate production. By collaborating with creators and leveraging user-generated content (UGC), brands can foster authentic connections with their audience across digital touchpoints, from social media to eCommerce sites, which in turn drives conversions.
UGC has proven valuable across industries. Research from Emplifi shows that UGC on a brand’s website boosts conversion rates, average order value (AOV), and engagement, leading to increased site visits and longer dwell time. This success can be attributed to the fact that consumers value authenticity and trust, and UGC is one of the most effective ways to build these qualities on a large scale.
Four Essential Tips for Managing These Pillars of Social Media Engagement
To stay ahead in the ever-changing social media landscape, brands must adopt strategies that strengthen engagement and resonate with audiences. Here are four key tips:
- Increase Focus on Short-Form Video Content
Short-form videos are gaining immense popularity on platforms like TikTok and Instagram Reels. Brands should focus on creating engaging, bite-sized videos that capture attention and encourage interaction. - Prioritise Authenticity Over Perfection
Audiences are increasingly drawn to authentic, relatable content rather than polished, idealised visuals. Storytelling and behind-the-scenes glimpses build trust and foster deeper connections with followers. - Build a Loyal Community
Engagement is key to success. Actively interact with followers through comments, live sessions, and interactive content to cultivate a loyal community that feels connected to your brand. - Deploy Cross-Platform Strategies
Each platform has unique features, but a consistent cross-platform strategy ensures unified messaging and expands reach. Repurposing content across multiple platforms can boost visibility and attract a broader audience.
Takeaway: Integrating Tools for Social Media Success
To thrive in the dynamic social media landscape, brands must understand the interplay between platform changes, evolving consumer behaviour, and the power of the Creator Economy. By leveraging these insights, marketers can develop strategies that drive meaningful engagement and long-term success.
If you’re looking to enhance your social media strategy, we’d love to show you how our solutions—such as Social Marketing, User-Generated Content, and Influencer Marketing—can help you connect with and engage your audience. Let us help you capitalise on these trends and elevate your social media impact.
