Social media. It’s all changed. Again.
Paul Terrizzi
?? Working with ambitious companies who want to grow their revenue, market share, and company value, in an increasingly competitive landscape.
Most of what the industry has adopted as "best practices" for social media has been learned based on testing and analysis. While historical in nature and by no means definitive, it’s the best we have to work with. Because of what we’re all going through (lockdowns, work from home, etc), pretty much all of that accumulated knowledge is of limited use and no longer applies.
Since Covid-19 sent us all home…
- Why people use social has changed.
- When people use social has changed.
- What social platforms people use has changed… well, shifted.
- The type of content they’re consuming has changed.
- It's all.....different.
Marketers (and the brands they support) must shift their social approach to meet our new now. This isn’t static and it will be a little different in a month or two as things continue to adjust.
- Performance of social isn’t what it was. Impressions, views, engagement are all down.
- Ad spend on the major platforms all fell, while usage and new users grew.
- Platform usage has changed. TikTok has seen a huge spike.
Should you add TikTok to your channels? You could, but would it expand your audience and engagement, or simply increase your workload?
Take a pause and do the research. Find out where the conversations about your product and category are happening and what those conversations are about. That way you’ll be able to publish content that’s relevant to the needs of now—on the platforms that matter to you and your customers.
Here are a few additional resources that are worth checking out:
https://www.indigo-one.com/perspectives/social-engagement/
https://www.indigo-one.com/perspectives/the-power-of-social-listening/
https://www.dhirubhai.net/pulse/social-engagement-party-over-paul-terrizzi