Social Media is Becoming Less ‘Social’ and More ‘Media’

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by Jacob Solomon Nov 23, 2022 News
Social Media is Becoming Less ‘Social’ and More ‘Media’

On which side of the fence do the major platforms sit?

Is it a social app or an entertainment platform? Is there a similar app called TikTok orSnapchat?

It is more about straight-up entertainment than it is about keeping up to date with your friends. What does that mean for the broader social media industry and how do marketers re- align their approach?

Nick Cicero is the vice president of strategy at Conviva. It is less about the social graph and more about the entertainment you are creating.

Is it possible that you need to look at the content you create and post differently? How should you view your digital marketing plan now?

According to recent research from Omida, TikTok is the second most popular app among the under 35 set. Last year, it trailed Facebook by less than a minute in average viewing time, but this year it is poised to become the most popular social media destination for video viewing.

Its impact is felt throughout the industry as both social media companies and entertainment brands look to copy its style and format.

Maria Rua Aguete is Omdia's senior Director.

The importance of TikTok to reach and grow new audiences should not be underestimated.

The platform has about 80 million monthly users in the U.S. and 80% of them are between the ages of 16 and 34.

Is it a social channel or an entertainment channel?

There is a senior creative director at 160over90

Every new digital platform that isn't a website or a utility app is immediately branded a social platform. TikTok has been branded socially by our industry.

Figueira notes that.

There is a film audience and film publishers. It's not like other social media sites. It is similar to a TV channel or a social platform. The most democratic channel has been around for a long time.

TikTok thinks of itself as an entertainment app.

The distinction was made clear earlier this year by the president of global business solutions at Tik Tok.

The social graph is what they used to build their Algorithms. They're an entertainment platform. It's significant.

As more platforms look to replicate this approach, the way that marketers think about the app will also change.

The way that TikTok has approached its model is different, in that it looks more like a media company that distributes content, as opposed to a social channel that facilitates person-to- person interaction.

Other platforms are following in the footsteps of TikTok. The difference between Spotlight and Reels is that Spotlight is less driven by who you know and more by what is driving overall engagement.

Some of TikTok's features are being adopted by entertainment platforms. The NBA has included elements like vertical video and "For You" recommendations in its app.

The idea of social media as an entertainment source has been around for a while. More than 70% of people in their 20's and 30's considered social networking sites to be a form of entertainment, while less than half of people in their 40's and 50's did the same. The majority of respondents said that social networking sites gave better value than other companies.

It feels different. TikTok has a different advantage than the first iteration of so-called social entertainment.

Cicero said as per it.

The recommendation engine is what makes TikTok unique. You keep scrolling because of the endless loop.

That formula is what makes TikTok different from a traditional entertainment platform. The dopamine rush from the updates from friends and family is still there, but now they are also giving the thrill of discovering something new.

Senior director of performance creative at Thesis and host of a marketing-focused YouTube channel explained what he was talking about.

It feels like the ads on Facebook are more relevant to you than your friends and family are.

TikTok invites users into the creation process by changing the paradigm from "who you know" to "who you want to be"

The shift from social media to an entertainment source is reflected in industry jargon. The days of theinfluencer are over as brands clamor to work with creators.

Cicero explained it as follows.

You might have a relationship with an influencer. People can see the difference when someone is not native.

One of the main reasons that creators are in high demand is due to this new approach.

The brands have not been able to jump in because of the fast pace at which you have to produce such content. They need creators for help. It is not hard for brands to find creators that are aligned with them.

TikTok has aided in this. The platform has a Creator Fund which pays real money to creators based on content engagement, as well as its own creator marketplace to help brands find potential partners. The two streams give a direct incentive for creators to learn what works and maximize their content performance in order to make a career out of it.

Denney said that as noted.

There is a push to get creators to make money from their work.

While marketers are used to creating staged, polished promo, TikTok is completely different.

Marketers used to know how to entertain people, but now it's about educating them as well. People are using TikTok to improve their lives.

Denney believes that the rise of creators who offer how-to advice is related to the rise of personal problems. Many TikTok-ers who provide makeup, fashion and other self-help guidance and who have built real, influential communities through their uploads to the app are included.

It is important for marketers to consider changing their metrics for success because of the change in perspective regarding social media usage.

There is a main metric for social media. Building a community is more important with TikTok.

Being on TikTok is about understanding and building an audience, which sounds a lot like what traditional TV programmers have been doing for decades.

It is not about social, it is less about brand voice and more about communication. The dynamic is changing, which could affect your approach.

The websites Omdia and Social Media Today are owned by the same company. Social Media Today has no sway over Omdia.