5 Ways Social Media Marketing has Evolved in the Past Year

In the past year, social media marketing has undergone a significant transformation, embracing new trends and technologies. From live video streaming to influencer marketing, businesses have adapted to challenges like privacy concerns and changing algorithms. This article explores the key shifts that have shaped social media marketing‘s evolution.

The rise of short-form video

Short-form video platforms like TikTok and Instagram Reels have exploded in popularity in the past year. This is due in part to the increasing use of smartphones and the rise of mobile-first content consumption. Short-form videos are also more likely to be shared and viewed on social media than longer videos.

As a result, businesses are increasingly creating and sharing short-form videos to reach their target audiences. These videos can be used to promote products or services, share behind-the-scenes content, or simply entertain and engage followers.

To be successful with short-form video marketing, businesses need to create videos that are visually appealing, engaging, and relevant to their target audience. They should also use hashtags and other social media tools to help their videos get seen.

The growing importance of live streaming

Live streaming is another trend that has gained momentum in recent years. Live streaming allows businesses to connect with their customers in real time and answer their questions. It can also be used to promote new products or services or to give behind-the-scenes tours of your business.

Live streaming is especially effective for businesses that want to build relationships with their customers and create a sense of community. It can also be used to generate excitement and buzz around new products or services.

To be successful with live streaming, businesses need to have a clear plan for what they want to achieve. They should also make sure that they have the right equipment and software in place. And finally, they should promote their live streams in advance to make sure that people know when and where to watch.

The increasing use of social media analytics

Social media analytics tools have become more sophisticated in recent years, giving businesses a wealth of data about their audience and how they are interacting with their content. This data can be used to improve social media marketing campaigns and track ROI.

For example, businesses can use social media analytics to track the number of followers they have, the number of views their posts get, and the engagement rate on their content. They can also use social media analytics to see which posts are performing the best and which ones need to be improved.

By using social media analytics, businesses can get a better understanding of how their target audience is using social media and how they can best reach them with their marketing messages.

The return of influencer marketing

Influencer marketing has seen somewhat of a resurgence in recent years. Businesses are once again partnering with influencers to promote their products or services to their followers. This can be an effective way to reach a large audience and generate brand awareness.

When choosing influencers to partner with, businesses should consider the size and engagement of their following, the demographics of their followers, and the overall fit with the brand. It is also important to make sure that the influencer is genuine and authentic in their endorsements.

Influencer marketing can be a powerful tool for businesses, but it is important to do it right. By partnering with the right influencers and creating authentic content, businesses can reach a large audience and generate brand awareness.

The increasing importance of social media for customer service

Social media has become an important channel for customer service. Businesses are using social media to answer questions, resolve issues, and provide support to their customers.

This is because social media allows businesses to connect with customers in real-time and resolve issues quickly and efficiently. It also allows businesses to build relationships with customers and show them that they value their business.

To be successful with social media customer service, businesses need to be responsive to customer inquiries and that they resolve issues quickly and efficiently. They should also make sure that their social media profiles are up-to-date and that they have a clear policy for handling customer complaints.

By using social media for customer service, businesses can improve customer satisfaction and loyalty.


These are just a few of the key trends in social media marketing that have emerged in the past year. As social media continues to evolve, businesses will need to adapt their marketing strategies to keep up.

Here are some tips for how businesses can use social media marketing effectively in the year ahead:

  • Create high-quality content: The key to success on social media is creating content that is interesting, informative, and engaging. This could include videos, images, infographics, or blog posts.
  • Post regularly: In order to reach your target audience, you need to post regularly on social media. The frequency of your posts will depend on the platform and your audience, but a good rule of thumb is to post at least once a day.
  • Use social media analytics: Social media analytics tools can help you track your performance and see what content is resonating with your audience. This information can be used to improve your future marketing campaigns.
  • Partner with influencers: Partnering with influencers can be a great way to reach a large audience and generate brand awareness. When choosing influencers, make sure they have a good fit with your brand and that their followers are interested in the products or services you offer.
  • Use social media for customer service: Social media is a great way to connect with customers and provide them with support. Make sure you are responsive to customer inquiries and that you resolve issues quickly and efficiently.


If you need any help with your social media efforts or wish to explore new exciting ways to create content just fill out the form below or give us a call on 01534 280888 and one of us will get back to you soon

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