Social Marketing in the Age of AI: Navigating the Shifting Sands of Online Engagement
In today’s rapidly evolving digital landscape, social marketing has become an indispensable tool for businesses seeking to establish brand identity, cultivate customer relationships, and drive conversions. More than just an advertising channel, social media serves as a dynamic platform for community building, content creation, and customer engagement throughout their journey. However, many brands still treat organic social media as a secondary concern, prioritizing paid advertising over authentic engagement. This oversight becomes increasingly critical in a world where AI-powered search tools like ChatGPT and Perplexity are diverting traffic away from brand websites, elevating the importance of social media as a primary point of contact with customers. The challenge now lies in strategically selecting the right social channels to maximize impact and resonate with target audiences.
Choosing the Right Social Channels: A Strategic Imperative
Trish Riswick, a seasoned social media expert at Hootsuite, emphasizes the importance of meticulous research in choosing the right social media platforms. Blindly pursuing a presence on every available platform spreads resources thin and dilutes brand messaging. Instead, businesses should meticulously analyze the demographics of each platform, aligning them with their target audience. Understanding the unique nuances and user behaviors of each platform—from the fast-paced, trend-driven world of TikTok to the professional networking focus of LinkedIn—is crucial. This knowledge informs content creation and ensures that the chosen platform aligns with the brand’s overall communication style.
Diversification: A Necessity, Not a Luxury
The recent, albeit suspended, threat of a TikTok ban in the US serves as a stark reminder of the precarious nature of relying on a single social media platform. Brands are vulnerable to algorithm changes, policy shifts, and even the potential disappearance of platforms altogether. Diversifying across multiple channels mitigates this risk, ensuring continued access to audiences and customers. While other platforms offer video formats similar to TikTok, such as Instagram Reels and YouTube Shorts, simply replicating content across platforms without adaptation is ineffective. Each platform boasts a unique community and distinct user behaviors, requiring tailored content to resonate with the respective audience. Adapting successful TikTok strategies to other platforms, while respecting the individual platform’s voice and audience, becomes a key strategy.
Exploring New Platforms: A Measured Approach
Before committing significant resources to a new platform, Riswick recommends a period of exploration and experimentation using a personal account. This allows for an organic understanding of the platform’s dynamics, tone, and user engagement patterns. Hootsuite’s approach to Threads exemplifies this. By initially dedicating a small team to explore the platform, they gained valuable insights into its potential before committing to a full-fledged presence, which now boasts 50,000 followers.
Knowing When to Walk Away: A Prudent Decision
Not every platform will be a good fit for every brand. Recognizing when a platform isn’t yielding the desired results and making the decision to disengage is crucial. Hootsuite’s evaluation of Mastodon, for example, led them to conclude that the platform wasn’t aligned with their objectives or target audience. However, even after disengaging, monitoring the platform for potential changes and future opportunities remains important. Riswick suggests a trial period of three to four weeks for new platforms, advising brands to discontinue if engagement and community building remain stagnant. She acknowledges that some platforms require more time to cultivate an audience, while others experience rapid growth followed by a decline.
Content Strategy: Embracing Short-Form Video and Storytelling
Amidst the noise of social media, cutting through the clutter requires compelling content. Short-form video has emerged as the dominant format across platforms. However, Riswick predicts an evolution beyond the ubiquitous "day in the life" clips, anticipating a shift towards more polished, commercial-style videos that tell concise, engaging stories. These videos will offer greater creative possibilities, requiring more sophisticated production to stand out. Additionally, skits and personality-driven content are gaining traction, moving away from reliance on trending audio and sounds. Riswick also highlights the effectiveness of "one-shot" videos, showcasing a product or experience in a visually captivating way without excessive flash or fanfare.
Navigating the Uncertain Future of Social Media: Agility is Key
The potential TikTok ban underscores the volatile nature of the social media landscape. Platforms can disappear or undergo significant changes that impact a brand’s ability to connect with its audience. Brands must remain nimble, adaptable, and diversified to navigate this uncertainty. Just as marketers shifted from solely relying on brand websites, they must now be prepared to pivot between social platforms, prioritizing a multi-platform strategy over dependence on a single channel. Influencers are already migrating to alternative platforms, and these platforms are actively courting TikTok users with new features and incentives. Even without a ban, TikTok’s relevance to brands could diminish. While acknowledging the potential loss of valuable communities and opportunities for small businesses if TikTok were to disappear, Riswick remains optimistic about the future of social media and the power of brands to adapt and thrive in this ever-evolving environment.
