Social media is evolving. While it remains a staple in our daily lives, how people engage with it is shifting. In 2022, global daily social media usage declined, affecting organic visibility for businesses, coaches, and content creators.
According to GWI, most users are on social media to connect with loved ones (54%) or stay updated with news (27%), not necessarily to make purchases. This challenges platforms reliant on advertising revenue, as their user base seeks connection over consumerism.
What does it mean?
Understanding this dynamic is crucial for business owners, coaches, and content creators. Here’s what you need to know about the current landscape:
- Intimacy over publicity: The rise of ‘close friends’: Instagram’s ‘Close Friends’ feature, allowing private story sharing, resonates with users seeking personal connections. Instagram’s expansion of this feature indicates a potential shift away from public feeds. For you, this means exploring more intimate ways to connect with your audience could be beneficial.
- Navigating sales fatigue: Social media platforms, like TikTok, are intensifying their focus on sales, like the mixed-reception TikTok Shop. Users are feeling overwhelmed by sales pitches. As a business owner or content creator, it’s important to balance promotional content with genuine engagement and value.
- Ad-free futures and privacy regulations: With stricter privacy laws and platforms experimenting with ad-free models, reaching audiences through paid advertising is becoming more complex and potentially less effective. For those relying on social media for marketing, this means adapting strategies to focus on building communities and engaging audiences in more authentic, meaningful ways.
How will it affect you?
The shift in social media usage doesn’t spell doom for your marketing efforts. Instead, it’s an invitation to innovate. Focus on building community and offering educational content. Encourage offline engagement and create experiences that resonate with your audience. Keep an eye on emerging trends and adapt accordingly.
Social media is not dying; it’s simply changing. By understanding and adapting to these changes, you can continue effectively marketing your business, coaching services, or creative content.
Ready to elevate your social media marketing?
In this rapidly changing social media landscape, staying ahead can be challenging. That’s where my Power Hour service comes in. As a seasoned content and social media marketing manager, I’ll work with you to refine your strategy, ensuring it resonates with your audience and aligns with the latest trends.
🌟 Book your Power Hour session now and transform your approach for maximum impact!
