May Social Media Digest
Smarty Social Media
We are a boutique, full-service social media agency specializing in health and technology marketing.
We’re pleased to share this month’s edition of our social media newsletter, highlighting some of the major trends we observed across the digital landscape.?
So grab a warm (or cold!) cup of something and catch up on some top news stories!
TikTok Continues to Oppose US Sell-Off Bill (via Social Media Today )?
TikTok's ongoing efforts to counter the U.S. sell-off ruling seem increasingly futile.?
Despite the bill being approved, TikTok is spotlighting its economic benefits in various states to rally user support and influence senators. This strategy, similar to past initiatives involving creators lobbying in Washington and in-app alerts, hasn't swayed legislative outcomes and may even reinforce concerns about the platform's influence. TikTok's legal challenges continue, but success appears unlikely given national security justifications.
In a related context, Sophie Jamison, CEO of Lightning Media, shared her thoughts around working with Creators among the potential TikTok ban , emphasizing the importance of creative freedom for social media influencers at the recent EMARKETER Summit.?
Despite TikTok's uncertain future, Jamison remains optimistic about social media marketing. She believes that other platforms like Instagram Reels and YouTube Shorts can effectively replace TikTok if necessary, stressing the need for brands to adapt and understand their audience across different platforms. Flexibility and continuous testing are key to successful social media strategies, regardless of the platform used.
Smarty’s Take??Given the uncertainty around TikTok's future in the U.S., we’re continuing to explore ways to diversify our clients' social media presence across platforms like Instagram Reels and YouTube Shorts, emphasizing authentic content by granting creators more creative freedom, focusing on niche influencers for deeper audience engagement, monitoring legal developments related to TikTok, and developing adaptable cross-platform marketing strategies to ensure consistent and effective campaigns regardless of platform changes.?
Instagram Beats TikTok for Video-based User Acquisition, Survey Finds (via Marketing Dive )
The article presents findings from a recent survey by Zoomd indicating that despite the popularity of TikTok, the majority of marketers prefer Instagram for video-based user acquisition.?
And this preference persists, even though many marketers still acknowledge work with both platforms.?
When asked to split their user acquisition spend between Instagram and TikTok, 79% of respondents allotted at least 75% of their budget to Instagram, according to Zoomd’s findings.
The rationale behind this trend is attributed to Instagram's perceived advertiser-friendly environment, potentially influenced by uncertainties surrounding TikTok's ownership. The survey also highlights the increasing use of AI technology and influencers for user acquisition, along with challenges related to privacy-driven app tracking changes.?
Despite these hurdles, the survey goes on to highlight how marketers are optimistic about increasing their user acquisition budgets and continue to explore diverse strategies for app monetization, with in-app purchases remaining the most popular method.
Smarty’s Take??Despite TikTok's viral appeal, these survey results reaffirm why we’re continuing to prioritize Instagram as one of the strongest plays for social media ad dollars in 2024. With Instagram's proven track record of user engagement and Meta's robust ad solutions, it's no surprise that it's the go-to platform for driving social campaign impact and results. While TikTok may steal headlines and the short-form video spotlight, we’re confident that Instagram will continue to be an attractive option delivering maximum impact for our client’s social campaign investments.?
TikTok Tests 60-minute Video Uploads as it Continues to Take on YouTube (via TechCrunch )
Another growing trend across the social media landscape is the shift towards a video-first content strategy, and social networks are supporting this effort by increasing their video-publishing capabilities.?
In May, it was announced that TikTok is testing the ability for users to upload 60-minute videos, expanding beyond its original short-form only video content.?
This feature is currently available to a limited group of users in select markets, with no immediate plans for a broader rollout, but this shift represents a growing trend across the social landscapes of networks pushing for more video-first content.?
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Also last month, this article highlighted how video is now at the forefront of the latest strategy for X (formerly Twitter) to recapture advertising dollars, going against the text-based microblogging format it originally launched as in 2006.?
The shift towards a video-first content strategy is deeply rooted in the evolving preferences of users, who are increasingly gravitating towards more immersive and dynamic forms of content consumption.?
In today's fast-paced digital landscape, users seek content that not only informs but also entertains and engages them on a deeper level. Video content, with its ability to convey information quickly, entertain through storytelling, and evoke emotional responses through visuals and sound, has emerged as the preferred medium for achieving these goals.
Smarty’s Take?? As social networks continue to prioritize and accommodate more video-based content, the shift towards longer-form videos is a game-changer that could revolutionize content strategies for our clients. Moving away from bite-sized videos to more extensive formats opens up new possibilities for creators to produce in-depth tutorials, comprehensive brand storytelling, and even webinars across various platforms. Embracing longer-form content aligns with the evolving preferences of users who seek more immersive and dynamic content consumption experiences. This approach not only informs but also entertains and engages on a deeper level, making it an essential strategy for staying relevant in today's fast-paced digital landscape. By adapting to this trend, we can craft more versatile and impactful social media campaigns, enhancing how our brands connect with their audiences.
How Nonprofit Organizations Can Boost Donations Via Social Media (via Forbes )
In May, Forbes published a great article highlighting the benefits, value, and successful strategies nonprofit organizations have leveraged in their social media marketing campaigns.
Post-COVID, nonprofits still find themselves struggling financially, with fundraising efforts lagging behind pre-pandemic levels. Economic challenges like inflation and layoffs have made things even tougher. For instance, The Salvation Army’s fundraising in 2023 is still not as successful as in 2019.
But this article goes on to highlight some good news: social media can be a game-changer for nonprofits.?
With users spending around 143 minutes daily on social media, platforms like Facebook, YouTube, Instagram, X (formerly Twitter), Pinterest, LinkedIn, and TikTok are perfect for reaching and engaging donors.
Some of the success stories featured in this article include:
A nonprofit organization can use social media to increase donations and improve visibility by successfully employing a comprehensive marketing strategy. While starting and implementing a coherent marketing strategy using social media can take time and effort, it is a highly cost-effective method for many organizations.
Smarty’s Take?? Despite the economic hurdles exacerbated by the pandemic, nonprofits have a unique opportunity to harness the power of social media to tell their stories, connect with donors, and inspire action. With strategic use of engaging content, regular updates, and targeted campaigns, social media can transform how nonprofits operate and thrive in a post-pandemic world. By embracing these platforms and implementing the right strategies, nonprofits can not only survive but flourish, ensuring their missions reach further and touch more lives than ever before.
The digital landscape continued to evolve, presenting both challenges and opportunities for brands and creators alike. From TikTok's strategic moves to combat regulatory hurdles and expand its content capabilities, to the shifting values of Gen Z around AI and authenticity, staying informed is essential for navigating these changes.
TikTok's persistent opposition to the U.S. sell-off bill, despite facing significant legislative challenges, underscores the platform's commitment to its users and its influence in the digital economy. Meanwhile, their introduction of 60-minute video uploads highlight TikTok's adaptability and forward-thinking approach to content transparency. These developments suggest new avenues for creative and long-form content, providing brands with more tools to engage their audiences deeply.
Additionally, the growing trend towards video-first content, as evidenced by TikTok’s new features and other platforms’ similar initiatives, indicates a significant shift in how users consume media. This opens up new possibilities for comprehensive storytelling, in-depth tutorials, and dynamic engagement strategies.
Nonprofit organizations, despite economic challenges, can leverage social media’s reach and engagement potential to boost donations and visibility. By employing strategic, compelling content and maintaining regular updates, nonprofits can connect more effectively with their audiences and inspire greater support.
As always, our goal is to help you leverage these trends effectively. We hope you found these insights valuable and look forward to bringing you more updates next month.?
Stay engaged, stay creative, and keep pushing the boundaries of what's possible in social media marketing!
Thanks for reading.?