The state of social media March 2023
Social media platforms are currently going through some significant developments.
The currently situation can be confusing and overwhelming when deciding which platforms to use to promote your business and engage your audience.
Whether it’s getting your head around reels, TikTok trends, algorithm updates or the latest platform creating a buzz, it does seem a never-ending rollercoaster of change.
We’ve put some thoughts together on the 6 main platforms – Instagram, Twitter, Facebook, Linkedin, Tiktok and BeReal, sharing the big changes and what you should consider when reviewing where to put your time and effort.
Social media platform review
Instagram:
This platform has gone through some big changes of late and it feels slightly confused about what its offering is, changing its features and algorithm so frequently. After pushing reels as a priority over the last 2 years, trying to compete with Tiktok, the platform has now said it would be focusing less on this and prioritising static posts (images) again in 2023 with the aim of creating more balance.
One of the most recent updates saw the introduction of ‘Notes’, which is a 60-word status sharing what’s on your mind and last for 24 hours on your profile pic. These can be shared with followers you follow back or with your personal close friends’ list. Scheduling reels and posts were also introduced at the back end of last year which you can find under advanced settings. The most recent update is now new follower notifications stating what type of content they followed you from e.g. followed you from reel.
TikTok:
TikTok took the world by storm when it rose to social media stardom in late 2019/early 2020. Informative/educational content now makes up the most popular forms of video and many Gen Z and Millennials use it as a Search Engine instead of Google. Businesses are now monetising TikTok a lot more with specific ‘Ad Content’ and a TikTok Shop. They’ve also tried to compete with the new kid on the block, BeReal (see below) by introducing ‘TikTok Now’ where you upload a daily photo or video experience to share your most authentic moments with your friends and followers.
Twitter:
Since Elon Musk took over the platform in 2021, there’s been a lot of changes going on, and it has attracted its fair share of negative headlines with various high-profile accounts exiting the platform. From verification ticks now being behind a paywall to the introduction of multi-media tweets where videos, pictures and GIFs can all be shared in one tweet, he is keen to develop the platform further, including paying creators, offering the option for long-form tweets and editing options.
One of the biggest changes recently has to be Spaces. After the initial success of Clubhouse, an audio-based social platform during lockdown, it appears Twitter has jumped on the audio-network bandwagon with Spaces. Spaces is a way to have live audio conversations on Twitter. Anyone can join, listen and speak in a space whether from the sofa or the dog park. It provides an excellent option for brands to engage with their audiences over live conversation.
BeReal:
If you’re not a Gen Z chances are you’ve not yet heard of BeReal. Although it was released in 2020 the app only rapidly rose in popularity in mid-2022 Users of the BeReal app are sent a push notification at any time in the day , they then have just two minutes to take a photo and to share it with their followers, so there is no time for re-taking pictures to get the perfect angle, lighting or applying filters (the app doesn’t have any photo editing features).
You can retake photos within the two-minute window, but your followers will know if/ how many times you do. If you miss the two-minute deadline your BeReal gets tagged with ‘posted late’. Currently, the platform’s terms and conditions prohibit using the app for advertising and commercial use so no need to panic thinking about another platform to get to grips with, but that’s not to mean it might not change in the future.
Like many of the other platforms, Linkedin has updated its features to evolve and stay relevant in a fast-paced environment. In 2021 the B2B platform launched new features such as Creator Mode and Gender pronouns and 2022’s updates are even bigger. The launch of Linkedin Business Manager makes it easier to access different accounts, roles and pages all in one central place. The platform also finally provides the capability that brands and professionals demand – the ability to schedule posts in advance!
Facebook is still the biggest social media platform despite an onslaught of competition over recent years. Its biggest update was when the platform merged with Instagram into Meta which allowed cross-platform scheduling all in one place, Business Suite. Creator Studio has now been integrated into Business Suite instead of being a stand-alone app.
One of the biggest changes has been in the advertising and targeting previously offered by Facebook which has seen the platform lose some of its reach with audiences, making it less attractive to businesses. They recently launched Community Chats at the end of 2022 which lets people connect more deeply with communities in real time around the topics they care about e.g. Women who Surf. Think audio WhatsApp groups for your Facebook group.
Which social media platforms should I use?
One thing is clear when it comes to social media – nothing stays the same for long. The speed of change means you can’t be expected to respond immediately to every update and trend. The key thing to remember is to stay true to your marketing objectives, your brand values and what will resonate with your customers.
Social media is resource intensive so it’s impossible to be everywhere. Pick the platforms that will give you the greatest return – whether it’s enjoyment, sales, engagement – you decide and focus in on them. Having a play with the latest app and checking out if it’s relevant to you is fine, but don’t worry about not posting content every day until you know if it’s the right place for you and your brand.
Despite this blog being all about social media platforms, our tip would always be to get as much of your community onto your own email lists as possible. Ultimately the platforms are constantly changing, and they are not yours. You do not own the content and your accounts can be deactivated, hacked or suspended at any point.
If you’re struggling with content inspiration or wondering where to focus your energy when it comes to social media, get in touch and book in a Bevic power hour.