Social is at the core of so much of our work at M Booth, so Adweek’s Social Media Week is a big deal. This year’s stellar lineup includes digitally-savvy brands, social media platforms, and amazing creators and celebrities (peep Megan Thee Stallion!).
Our hot take: social media still dominates, perhaps more than ever. Here’s why.
TIKTOK IS HERE TO STAY
With so many businesses deeply invested in TikTok, the general consensus is that it’s not going anywhere anytime soon. Its potential to drive reach is unmatched and brands who are shying away will be left behind. That opportunity is pushing even conservative marketers to learn and adapt. If the majority of younger audiences are on TikTok, then brands need to be there too.
ALL THAT “AUTHENTICITY” DRIVES REVENUE
With 82% of shoppers wanting a brand’s value to align with their own, many consumers are relying on the brand’s social presence to determine its ethos. They’re checking the vibes before they buy. Because of this, brands that show up across multiple social platforms with a reliable brand voice are winning with sales. All that effort invested in creating a community, generates brand loyalty that translates to purchase.
DIVERSE TEAMS MAKE DIVERSE CONTENT
Making content that connects with a diverse audience starts with the team behind the scenes. Having an inclusive group of people with different backgrounds, ethnicity, age, is only going to help reach the right audience. All these different POVs help catch tone deaf moments and share insights that make content richer and more relevant.
SOCIAL MEDIA SHOULD BE FUN
Social media is a great place to test and learn, whether that’s trying a new tone and voice or experimenting with different POVs or content structures. While it’s tough to loosen brand guidelines, that’s the expectation. Also, become OK with not everything being a top-performing post or going viral. Part of becoming an authentic brand is pushing the content far enough that some of it flops.
ORGANIC CONTENT IS TRENDING
It’s still a good investment to build a community through organic content. Creating relatable content and humanizing the brand is how to build loyalty. Without it, brands will miss out on cultural relevance, comments from actual fans, and the opportunity to build audience trust.
PINTEREST, THE FAN FAVORITE
Pinterst has become a clear favorite social platform for a lot of the speakers, including Megan Thee Stallion. She loves it because she can control her feed and that unique energy is the platform’s strength. It’s always been aspirational, but in an election year with multiple wars driving very real stress, now it’s a safe space.
