How Brands’ Social Media Marketing Is Evolving

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by Lindsey Francy Mar 1, 2023 News
How Brands’ Social Media Marketing Is Evolving

Viral content, social activity and smm - likes, shares and comments popping up on the mobile screen. Vector illustration

Social media is not what it used to be. An illustration of something.

getty

You need to know about video in social media marketing.

According to a presentation made by social media management company Dash Hudson at the eTail West conference yesterday, campaigns that include video have a significant increase in engagement.

It needs to be short and entertaining to be effective.

The entertainment value is something to measure. Dash Hudson quantified and ranked the entertainment value of beauty companies' marketing videos on a scale of 1 to 10. The scores below 5 had an increase of 22%. The campaigns with scores above 5 had a huge increase.

  • Increasingly shortened attention spans are satisfied by short-form, entertaining videos. That’s why the average users of TikTok, which is driven primarily by short-form video, spend more time per day there than the average users of any other major social media.
  • The cost of reaching customers on social media has skyrocketed but video that entertains cuts through the clutter.
  • Millennial and Gen Z consumers’ social media feeds are increasingly shifting from connecting with friends and acquaintances to sourcing entertainment.
  • Those younger consumers watch more TikTok than streaming TV.

30-minute and 60-minute shows had a single sponsor. The show's title is "The Maxwell House Showboat" or "The Eve Ready Hour."

For a sponsor to own a show, have their name associated with it, and have the actors use and show their products in the content was the most important thing. As production costs went up, sponsors shared the advertising spotlight.

Advertisers want to own and control the entertainment in order to maximize the modes for messaging.

This new form of branding benefits from being on multiple channels. When the fashion brand took its video campaign to other social media channels, it had more impressions and engagements.

Two principles for effective short-form video for brands were laid out by Neutrogena and its agency.

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  1. Talk with your customers, not at them. Neutrogena created Skin University videos to educate consumers about skin issues. It has had over 250 million views.
  2. Create entertainment, not advertisements. Neutrogena created a film called “In The Sun” that was an official selection, semi-finalist or winner at eight film festivals. It also created a reality TV show for TikTok called HydroHouse.

No one knows what the future holds for social media marketing. It is similar to the behavior we have seen before.

The pattern seems to be an evolution of how people work on social media Those with fewer followers are more focused on specialty interests. They are seen as having better value and effectiveness for their sponsors.

The idea is that innovative brands will find less expensive ways to reach consumers, everyone else will rush in and the cycle will restart with the next innovation.

It is video as entertainment with brand messages. The next innovation is where it goes from there.