Looking back in 2022, there has been a change in the form, policy and position of each social media platform. Today, let’s review social media trends. To use information to understand what will happen to brands on social media.
What platforms are our customers on? Is Twitter still popular for B2C communications? Do brands need to be on TikTok? Let’s look at the analysis together.
Do brands need to be on TikTok?
Without a doubt, TikTok is the hottest social media this year. Since its launch in 2056, TikTok has had over 1 billion active users per month. With a majority of its user base between 18-24 years old, it is the most popular platform among Gen Z.
Even the most popular content comes from ordinary users. But brand-generated content tends to increase as well. Because of the algorithmic nature of being able to deliver content to users who are interested in the brand’s target audience.
TikTok is not saturated with advertising or branding content. Therefore, brands that find their role in the platform will gain a competitive advantage in the future. Including the cost of advertising is not high compared to the platforms that have been competing for a long time.
Do brands need to be on TikTok? First of all, it shouldn’t just be an algorithmic perspective, because TikTok is a fun and creative platform, unlike Facebook and Instagram. If a brand wants to jump in, it needs to be ready to create content that’s fun and easy to engage. They must be able to decipher the type of content that is appropriate for the brand. If it is too reluctant, it will be seen as lacking realism and insincere. Easily lose your brand image.
The next thing to keep in mind is that TikTok has a different user base than other platforms. While people of all ages use Facebook and Instagram, most Gen Z use TikTok, so if your target audience isn’t Gen Z, this might not be the best platform for you.
Are people still engaging with brands on Twitter?
Twitter has been around for over 16 years and is still one of the most popular social media platforms. which currently has over 330 million monthly active users.
Although Twitter may not be new, not as flashy as other platforms. But it’s also a powerful tool for businesses to connect with customers and create conversations online.
According to Raven5, the global marketing company, tweets from brands There is a decrease in organic access. But that doesn’t mean Twitter isn’t worth it for business. But in fact, 80% of customer feedback on social media comes from Twitter.
All in all, Twitter might not be the best platform for sharing content. But it’s still a great channel for connecting with customers and building conversations online. They can gain insights into what their customers want from a brand.
Facebook is dying?
As parent company Meta turns to features from other platforms It’s easy to understand that Facebook is dying because it has lost its identity. But in reality, Facebook is still the most popular platform in the world. More than 2 billion monthly active users. And the number of users since the beginning of the year has not decreased at all.
Because although the number of users in many countries is reduced. But developing countries like Brazil, India and Indonesia This drives the number of Facebook users to remain positive, even though only 27% of Gen Z groups said they still use Facebook.
Facebook also announced a split of the feed into two tabs. “Home” will feature content we think we’ll love, including Reels, Stories, and content from other creators. We are not a follower similar to TikTok and “Feeds” that will feature content or posts from friends, family, pages we follow in chronological order.
However, despite many criticisms But Facebook is still the largest platform, so many businesses rely on Facebook as the main channel for advertising. Despite having to keep up with algorithms that often challenge marketers.
Instagram with a changing stance
For years, Instagram has maintained a great stance, but in 2022, it’s reworked its functionality. Many from parent company Meta aims to keep the user base from fleeing to TikTok by creating similar features. Ready to adjust the new display as follows
Instagram launches Reels short video feature, removes IGTV and promotes videos to users Even if I didn’t follow until the drama ‘Make instagram instagram again’
It also aims to be a Social shopping Platform by allowing users to shop directly on the platform. Help brands reduce the process of reaching customers. including new features such as Live shopping
How do customers connect with brands?
Platforms like Twitter and Instagram make it easy for customers to comment on brands, with 51% of consumers saying they’ve used social media to complain about a brand.
While this may sound like a bad thing, it’s actually an opportunity for businesses to connect with their customers. and meet the needs exactly It helps you quickly identify and resolve any problems your customers are having. It will also help you understand what people like and dislike about your brand.
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