Welcome to the latest edition of Social Commotion, Motion’s roundup of social media updates and news. Check out our top social media updates from July 2024.
TikTok Adds Custom Thumbnail Option for Videos
Big news for TikTok creators: TikTok added the ability to upload custom thumbnail images to videos.
Within the upload flow in the app, creators can either choose a specific frame from their video, or they can tap on the “Upload” option to add a custom visual for the thumbnail image.
TikTok is effectively following the lead of Reels in this respect, which already has custom thumbnail editing, while YouTube is developing a variation of the same for Shorts. Custom thumbnails could help grab people’s attention in Search and on creators profiles, with more standout visuals that’ll lure people in.But because most people come across TikTok videos within the main feed, it might not have as big an impact as thumbnails can have on YouTube. The only way to know is for creators to try it out and monitor their engagement stats.
Must-Know Instagram Statistics for Marketers for the End of 2024
Let’s talk about Instagram. The social media platform is the third most visited website in the world, with a large user base that advertisers continue to lean on to support their business objectives. Hootsuite did a deep dive on how Instagram can help shape a brand’s social media strategy. Some interesting facts worth knowing:
- 39.2% of Gen Z check Instagram more than once a day, higher than those who check TikTok (33.3%) or Facebook (22.4%) more than once daily.
- Reels account for more than half of the time people spend on Instagram. This underscores the importance of a well-thought-out strategy for Reels, which can significantly enhance your chances of reaching your target audience on the platform. It’s a motivating factor for marketers to invest in this content format.
- 36% of people use Instagram as a search tool, treating it like they would Google. This shift in Instagram use underscores the growing importance of Instagram SEO, a concept that marketers need to grasp to stay ahead in the game.
How Brands Can Overcome Social Media Saturation
There’s a lot of social media out there. More platforms, more formats, more posts and more brands are flooding the market in the arms race for impressions and engagement. So much so that our current environment is “peak social media saturation,” according to Sprout Social.
The numbers in its 2024 Content Benchmarks Report bear this out. On average, brands published an average of 10 posts per day across all platforms in 2023. With so much social media competing for user attention, standing out among the competition is becoming increasingly difficult for brands. Target audiences are becoming increasingly fragmented across numerous platforms, requiring social media marketers to produce more content, in more formats, than they ever have before.
The social media saturation barrier isn’t going away any time soon, so how can brands cut through the clutter?
Prioritize original content.
Brands must offer audiences something unique to build a loyal following. Leveraging trends will always be an important discipline for social media management, but audiences expect authenticity and originality from relevant accounts.
Tailor content by audience.
Brands must know the platforms their audiences prefer to use and the unique features within those platforms where they are most likely to engage. For brands to stand out for all the right reasons, content should be aligned with the experience audiences expect from other posts on the platform.
Take time to find inspiration.
It’s easy to get caught up in the day-to-day demands of your social media program. To keep your brand on the cutting-edge, build a routine to check how other brands in your industry approach social media, and you might just spark new, creative ideas to execute yourself.
Has “Deinfluencing” Affected Influencer Marketing’s Impact?
Like most things in our culture, trends swing back and forth in popularity like a pendulum. We’ve talked about “deinfluencing” in the past, a trend in which influencers warn their followers to not buy overhyped, influencer-supported products in industries such as makeup, fashion and technology.
But does the trend have a lasting impact on influencer marketing? Later shares some insights on the sate of influencer marketing in the second half of 2024. Some of our favorites include:
Authenticity Over Perfection
Consumers crave unfiltered, relatable content. Brands that embrace this trend for their influencer marketing efforts will resonate more deeply with their target audience.
Exclusive Communities
Influencers are building close-knit communities through features such as “Close Friends” on Instagram, paid memberships and exclusive content. These features allow influencers to share content with select followers and foster a sense of exclusivity. Brands can leverage these communities for targeted product promotions and sneak peeks of upcoming products.
Creator-Led Content
Influencers understand their audiences best. Brands should continue to value their insights and trust their creative vision and foster a collaborative approach rather than dictate all parameters of the partnership. This not only respects the influencer’s expertise but also makes them feel integral to the marketing process. At Motion, we’ve seen strong success in supporting our clients’ business objectives by partnering with micro-influencers to help reach a more engaged audience.
Stay up-to-date on the latest in social media with Social Commotion, The Motion Agency’s monthly roundup of social media updates, or contact us today to help your brand navigate the ever-changing landscape of social media.
