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Social media is a core user experience, on average a person interacts with 6.7 social platforms, logging in for 2 hours 20 minutes daily. That’s a lot of apps and a lot of time spent on social media. So, we need to ask ourselves what people are doing on those apps? And how can this fuel our marketing campaigns?
We have you covered! Here are three essential behaviours that people are engaging in on social media that are key trends you should be aware of and incorporate into your marketing campaigns.
Search Trends
Behaviour: Search as we knew it has changed. People are now turning to apps such as TikTok to find the latest restaurant they should go to and the coolest holiday destination to jet out to. They are also planning life moments on Pinterest and researching the latest tech specs for laptops or cars on Reddit.
Action: There are more search touch-points than ever before and there are actions brands can take to drive more visibility at key, contextual moments. Some of these actions include leveraging keyword optimisation on more platforms; incorporating key word strategies into targeting and audience signals and use search lift studies to show the incrementality of those searches on paid campaigns.
Shopping Trends
Behaviour: Shopping on social media is not a new trend, but it is a maturing one. With TikTok shops gaining prominence, we’re also seeing influencers having the ability to embed direct links directly into their video content across apps like Snapchat, TikTok and Instagram. Pinterest has finally enabled advertisers to leverage direct links straight from an ad pin directly to a website, making the path to conversion more seamless.
Action: If your eComm strategy is not yet embedded into your social media strategy it should be. Ensure that that you’re leveraging solutions such retail media if DTC doesn’t work for you. Also confirm that you have CAPI set up to capture online and path to conversion events and that you’re utilising the full suite of Direct to shop ads.
Streaming Trends
Behaviour: The ways we consume media have changed hugely, and one key trend includes people streaming content on social media. Have you heard the phrase ‘let’s go live’? This is prevalent across YouTube, Instagram, TikTok and Twitch. It’s a strategic action Creators use to strengthen their relationship with their communities.
Action: : Incorporating creators into your marketing strategy should be a key practice, but measuring the impact of these partnerships might be new to you. To address this, set up a multi cell brand lift study to measure the impact of influencer content/creative against your branded content/creative.
Final Thoughts
With all these evolving behaviours there are a lot of signals we can use of to make sure our performance campaigns are agile and fuelled with robust insights, ensuring that we reach the right person, at the right time, in the right context.
If you're looking to enhance your social strategy by tapping into these consumer trends or need guidance on how to optimise your campaigns, we’re here to help! Get in touch with our team to explore how we can elevate your brand's social media presence and drive results with data-driven insights and creative solutions.