Marketers Take Note: Attention on Social Is Shifting

🌈 Abstract

The article discusses the shifting landscape of social media marketing, with platforms like Meta, X, Reddit, and LinkedIn making changes to their algorithms and approaches. This is leading to a diversification of social media marketing strategies, with publishers and marketers exploring alternative platforms and opportunities.

🙋 Q&A

[01] Shifts in Social Media Marketing

1. What are some of the key changes happening in the social media marketing space?

• Meta is taking a more definitive stance against news content, which it had previously promoted
• Changes at X have sparked changes in social ads trends
• Publishers and marketers are diversifying their social media marketing and promotion approaches
• Reddit's organic referral traffic has reportedly increased sevenfold in the last nine months after a new partnership with Google
• LinkedIn is seeing steady increases in engagement, particularly with LinkedIn newsletters

2. How are these changes impacting publishers and marketers?

• Meta's decision to move away from publisher content has forced publications to look at alternative opportunities
• This could spark a broader shift in news engagement, in different forms
• Platforms like X and LinkedIn are also making changes to reduce the prominence of link posts, forcing publishers to consider alternative sites

3. What is the impact on social media marketing budgets?

• As X continues to suffer from its worsening advertiser exodus, a notable proportion of that budget is shifting to Snapchat and Reddit
• Both Snapchat and Reddit have seen significant increases in SMB (small and medium-sized business) spend

[02] Exploring New Opportunities

1. What is the broader context of the changes in the social media marketing landscape?

• Platforms are revising their focus and looking to new options
• This is not to say that Meta's apps are not as viable an option as they've always been
• Meta is also updating its ad tools with new AI capabilities

2. What is the advice for marketers and publishers?

• Many brands are now trying to find new opportunities and new communities to reach in other apps
• These platforms may be seeing more opportunity because they're delivering results
• It could be worth exploring these alternative platforms now, ahead of the Christmas marketing rush