Introduction

Social media platforms still persevere, but their algorithms have changed drastically from a decade ago. They started as free-and-easy havens for the everyman to gather and exchange thoughts, sentiments, and word-vomit in a space where casual was cool. However, shifting algorithmic tides have swept away the liberty of free speech for a hard-knock, often suppressive reach for business owners.

Even the best of your posts could go unnoticed if you don’t get ahead of the digital trends.

Read on for the latest on social media optimisation.

1. Evolve with Algorithms

Social media platforms have been a mainstay for decades, but their marketing tactics stay as robust as their ever-evolving users.

Truly great businesses are masters of social media. With AI running rampant, your audience can smell a fluff piece from miles away. Socials nowadays have to offer genuine value-adds for mass market appeal.

Here’s a breakdown of the changes on key platforms:

1.1 Instagram

Once the go-to platform for glossy stills, Instagram has now shifted to a video-focused approach. Heighten your exposure with Reels, the now-primary driver of visibility. Short-form, emotionally compelling social media content is favoured, offering improved reach to your followers and on the discovery feed. Fuse in dynamic visuals and audience-focused storytelling; take your audience from “Awareness” to “Conversion”.

Analytic tools hold varying values. Today, Instagram values saves, shares, and DMs far more than likes or follower counts. To maximise reach, craft content that’s shareable and save-worthy. Strengthen your online presence by actively replying to comments and fostering two-way interactions. It’s a smart way to strategise return rates, telling the algorithm your content is worth amplifying.

1.2 Facebook

Facebook has reoriented its algorithm to favour relevance over relationships. Heavier emphasis is placed on video content, local engagement, and group activity. Content from groups, interest pages, and public figures generally outrank those from “Friends”.

Market where users connect for peak digital optimisation. To stay visible, create short, engaging videos tailored to local or niche interests. Embed clear prompts for discussions, and stay active within industry-relevant communities. Building trust through interaction signals your brand value to Facebook’s robust ecosystem. Oh, and videos eclipse statics once again.

1.3 TikTok

America had a problem. When TikTok was banned from the States, the platform’s devotees rushed to Douyin, its China-based equivalent, for the same dopamine rush. Within a day, TikTok was unbanned.

With such a loyal fanbase, businesses would be foolish not to seek total TikTok domination now. The platform is here to stay, and so should your audience – watch time is king. How long users watch before scrolling is the strongest success signal. Foster this by hooking your viewers within the first three seconds; punchy intros and storytelling hooks establish great presence while sticking in the minds of consumers – and absolutely NO Millennial pauses.

Drop consumer-focused “How-Tos” to put a face to your brand while informing the audience about your products and their benefits.

A great example of this is Nateskin. A Malaysian brand established in 2021, its founder, Jared Chuah, recognised a gap in the male grooming industry: a lack of safe, at-home “manscaping tools” during the COVID-19 pandemic.

Nateskin’s comprehensive brand identity allows them to be bold and go rogue with strategy, curating a distinct consumer base that just gets it.

Thus ensued Nateskin’s quest to destigmatise male grooming and address pain points without the awkwardness. Their TikTok advertisements leverage punchy visuals and risqué hooks, often featuring aspirationally charismatic (and suggestively un-dressed) men to incentivise buys from the audience. It's a masterclass in catching and keeping audience attention. The men want to be the models, and the women want their partners to look as good as them. And the visual innuendos sprinkled throughout keep the audience guessing.

TikTok is the place for cool businesses to showcase how in-the-know they are. Use the platform as your digital repository of trends, current music, and humorous gags to target its younger demographic and create buzz about your brand.

1.4 LinkedIn

LinkedIn is more than a digital resume now. It’s an excellent resource for thought leadership and professional storytelling. Reward your algorithm with posts that generate meaningful interactions. LinkedIn has (probably) the most content-conscious users there are. It’s the only platform where users aren’t totally zombified when scrolling.

Market with insight. To thrive on LinkedIn, brands must move beyond announcements to offer perspective. Elevate your content through long-form, high-value posts. Publish lessons learned, tried-and-true social media marketing aids, value-packed breakdowns, and industry predictions. Spark commentary and commenting, and the algorithm will meet you halfway.

2. Understand User Behaviour

Social media platforms have been a mainstay for decades, but their marketing tactics stay as robust as their ever-evolving users.

We’ve moved far beyond “consumer buckets” for audience analysis. Each target demographic is as complex as the next, with nuances that influence their social, political, and consumerist beliefs. Look into what motivates your target audience to engage with online platforms.

For example, instead of asking, “What does Gen Z want?”, ask, “Why does this group engage with Reels more than Stories?”. Investigate micro-behaviours such as content preferences, interaction patterns, and platform loyalty. They reveal actionable insights that surpass broad demographic identifiers.

For businesses seeking Gen Z reach, age-based messaging is an outdated approach. To write this crucial demographic off as chasers of dance trends and the next fashion fad ignores a large base of conscious and multi-platform savvy consumers. No matter the type of content, messaging should possess contextual value that aligns with deeper motivations. Moreover, Gen Z content creators are different from their audience. Analyse the comments of large creators: what are the common sentiments and themes you find?

Nuanced motivations extend beyond the younger generations. They are a universal truth. Many brands believe that Reels, as a relatively new and innovative content format, should target the youngins. While the majority of Gen Xers (born between 1965 and 1980) aren’t posting Reels, they do still consume and share media.

In fact, according to Sprout Social, Gen Xers are steadily establishing a presence on emerging networks, with 54% on TikTok and 13% on Threads. Often family-motivated, this segment seeks to share insights with family and friends that serve as true value adds. From topics like media literacy, to healthcare, to home upgrades – sharing content is a global show of care.

When crafting content, understand what you’re posting, where, and why. Cross-posting is a great tactic for maximising reach, but why exactly does your business have a TikTok account? For a younger audience? What are you trying to achieve, and what is the message you want to send to them? Ensure that your content adds value to your target demographics.

Conclusion

Social media landscapes are ever-changing. The businesses that grow with their audience have unlocked the cheat code to industry survival. Stay true to your brand values to make your content organic (and authentic). Your social media presence will thank you.

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