How has social media marketing evolved in the past year?

Keep in mind that the following points are speculative and might not accurately reflect the exact developments in the past year:

1. Video Dominance: Video content has been increasingly dominating social media platforms, with live streaming, short-form videos, and interactive video formats gaining prominence. This trend might have continued, with platforms like TikTok, Instagram Reels, YouTube Shorts, and even platforms like LinkedIn and Twitter focusing more on video features.
2. Ephemeral Content: Ephemeral content, such as Stories on platforms like Instagram, Snapchat, and Facebook, was growing in popularity due to its temporary nature. This trend might have continued, with more platforms integrating Stories-like features and businesses leveraging these formats for quick, engaging interactions with their audiences.
3. Social Commerce: The integration of e-commerce and social media was on the rise, with platforms like Instagram and Facebook enabling users to shop directly from posts. This trend could have further evolved with more advanced shopping features, improved integration, and possibly the emergence of new players in the social commerce space.
4. Privacy and Data Concerns: With increasing concerns about user privacy and data security, platforms and marketers were expected to adapt to new regulations and user expectations. Changes in data tracking policies, such as Apple's iOS 14 update affecting ad targeting, might have led to shifts in how marketers approached social media advertising.
5. Influencer Marketing: Influencer marketing was continuing to be a valuable strategy for brands, as influencers offered authentic ways to connect with audiences. However, the landscape might have evolved, with a focus on micro-influencers, more transparent partnerships, and creative collaboration formats.
6. Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies were finding their way into social media marketing, allowing brands to create immersive experiences for users. This trend might have continued with more innovative applications, such as virtual try-ons, branded filters, and interactive AR experiences.
7. Platform-Specific Strategies: Marketers were realizing the importance of tailoring their content and strategies to each social media platform's unique audience and features. This trend would likely have continued, with brands diversifying their content to suit different platforms while maintaining a consistent brand voice.
8. User-Generated Content (UGC): UGC remained a powerful tool for building trust and engagement. Brands were likely to continue encouraging users to create and share content related to their products or services, fostering a sense of community and authenticity.

Remember, these points are speculative based on trends up to September 2021, and the actual developments in social media marketing over the past year might have taken different directions. For accurate and up-to-date information, I recommend consulting industry reports, news sources, and marketing experts familiar with the latest trends in social media marketing.