Social media continues to dominate the digital landscape. As TV viewership declines, social platforms are attracting more users and drawing people away from traditional forms of entertainment. As a result, consumers spend more time on social media than they do watching TV each day—in fact, we’re expected to hit a new high by 2025.
With so many users glued to their screens, it’s no surprise that brands are looking for ways to stand out on social media. While the pursuit of “going viral” has waned over the last year, it’s still important for marketers to tap into cultural moments that engage their audiences and increase visibility.
To do so, they’re embracing the latest social media trends and experimenting with video formats that are suited to each platform. For example, makeup brand Cheekbone Beauty repurposes content across all of their profiles but is especially adept at TikTok—where they’ve amassed millions of views with their episodic series Who TF Did I Marry?
As platforms prioritize paid content, organic reach continues to dwindle. However, the most strategic brands are finding success with narrow-targeted social media ads that deliver a stronger ROI for their efforts. By using a social media analytics tool to identify and track broader trends and then applying them to specific, audience-focused campaigns, these brands are staying agile in a constantly changing digital environment.
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