5 Ways to Grow & Adapt Your Facebook and Social Media Strategy to Meet Changing User Behaviors

| March 20, 2019

It’s a stat nobody wants to admit, but 60 percent of global consumers no longer trust social media platforms. Here are five ways to adapt to changing consumer sentiment.

Facebook didn’t have a great year in 2018. Cambridge Analytica, Russian interference, and fake news. But let’s not forget all those glorious memes from founder Mark Zuckerberg’s congressional hearing. See? It’s not all doom and gloom for Facebook, marketers just need to concentrate their efforts in new ways to adapt to new audience behaviors.

Leading Social Media platform Hootsuite was on hand at this year’s Digital Summit in Phoenix and outlined the five social media trends and how your business can capitalize and improve your social strategy, learn how audience behaviors are changing and be prepared to change with those behaviors.  

Rebuilding Trust

It’s a stat nobody wants to admit, but 60 percent of global consumers no longer trust social media platforms. With the latest negative sentiment towards social networks like Facebook, social circles are tightening and that’s ok.

With email marketing, it’s a best practice to keep your mailing lists clean and send emails to those who engage with your promotions. It’s the quality over quantity of names on the mailing list that helps engagement rates, and this line of thinking can now be applied to social media.

In fact, brands appear more human as their circle of trust on social media tightens. With 84% of consumers trusting online reviews as much as personal recommendations, a smaller circle with greater trust could provide a wonderful experience for the few, versus a general or bland experience for the many.


The Growing Impact of Stories

With close to a billion users sharing Stories, Facebook predicts Stories will overtake the news feed before 2020. In fact, Stories are growing 15 times faster than feed-based sharing – and it’s a trend that’s not limited to just Facebook, and includes Instagram, WhatsApp, Messenger, and Snapchat.  

With that in mind, Hootsuite notes the rise of lo-fi, which means content without a big budget and filmed on phones seems to be resonating with audiences and it expresses authenticity as videos feel like they speak directly to the user. The only downside so far is that the ROI of organic Stories is tricky to measure and for right now, is mostly uncharted. We can, however, track ROI on promoted content that displays in Facebook and Instagram Stories.


Closing the Ads Gap

Unfortunately, there’s a ton of competition when it comes to paid advertising on social, evidenced by the fact that in 2019, marketers are increasing their ad budgets by 32 percent.

That makes it that much more important to invest in creative that cuts clutter and rises above the noise. Even more of a challenge, you’ll need to think about how to personalize these ads without data or privacy backlash. This will also include thinking about how your ads would fit into new social advertising formats, such as within Instagram Stories or Facebook’s Instant Experiences.


Cracking the Social Commerce Code

Social media and e-commerce are BFFs as 70 percent of Gen Zers in China now buy directly from social. This illustrates how a younger audience is more comfortable with online shopping than the generations before them, so with social, you’ll want to target a younger audience.

In its research, Hootsuite found that younger audiences can be best reached by using mobile video and live streaming to drive sales. Like with Stories, Live Streaming presents a one-on-one feel that provides value and either showcase or educates about what a brand is selling.


Messaging Eats the World

Think about your own social media habits for a second. Do you have a conversation with a friend in text messages, on Facebook, in Messenger, or in Instagram, Snapchat or WhatsApp? At the same time?  In today’s world, many are having a conversation with the same people in different apps simultaneously.

With an estimated five billion monthly active users, messaging apps now have more users worldwide than traditional social media users, showing how consumers now tend to retreat to private spaces to share content with a tighter social circle. For brands, these trends illustrate the need for unified inboxes and show how it’s time to start thinking about how AI and bots can factor into your strategy as the social experience evolves.


About TEGNA Marketing Solutions

TEGNA Marketing Solutions delivers proven results through simplified advertising solutions that bridge the gap between Linear Broadcast, OTT, and Digital Marketing in order to connect your business to the audiences that matter most to your unique brand. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact TEGNA Marketing Solutions and see how we can help you reach your marketing goals.

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