Social media is no longer social. The big names like Instagram, Facebook and TikTok have evolved into vast entertainment and media companies, redefining how we connect and consume content online.
Gone are the days when social media was about keeping up with friends and family. Today, it’s about professional content, influencers, and turning up for entertainment, information, and learning.
In this new era, the ways businesses utilize social media for growth, brand awareness, and advertising are undergoing significant transformations. Companies must rethink their strategies to align with this shift from a social to an entertainment and media-focused platform.
Let’s explore how businesses can thrive in the era of social media.
The transformation of social media
Social media’s journey from a platform for personal connections to a hub of professional content and entertainment marks a significant shift in the digital landscape. The traditional notion of ‘social’ media has fallen apart.
The early days of social were characterized by personal interactions and connections. However, the rise of influencers, brands, and professional content creators has steered these platforms towards a more curated, entertainment-oriented experience. More likely, both pushed each other towards this new reality.
This shift has not only changed the type of content we consume but also who we choose to follow, increasingly favoring professional accounts over personal ones. This has made it increasingly important for companies to navigate the social media transformation for business growth.
What does social media actually mean?
Users take to social media for a vast number of reasons: from watching viral videos to following educational series, catching a glimpse into celebrity lives, and even consuming news and authority content. No one goes on TikTok to see their friend Mary’s thoughts on the latest The Tonight Show gaffe; they go to watch professional TikTokers tear Jimmy Fallon apart.
When a platform has become a de facto search engine for entertaining content, what does that mean for businesses trying to leverage growth and acquire customers?
The impact of social media on business strategies
The strategies that once worked in a connection-focused landscape are no longer as effective in this new, entertainment-driven world. Companies must understand these changes to adapt their approach to social media marketing by:
- Rethinking marketing approaches—In the earlier social media model, businesses focused on building communities and nurturing personal connections. Now, with the dominance of professional content, the emphasis has shifted towards creating high-quality, engaging media. Businesses must now think like media houses, prioritizing content quality and entertainment value to capture audience attention.
- Building brand engagement—Engagement strategies must evolve to match the new social media landscape. Brands need to create content that educates, entertains and informs, aligning with the users’ expectations on these platforms. They need to invest in a professional content strategy for brand growth. This requires a deep understanding of the target audience’s preferences and behaviors in the context of an entertainment-first platform, as well as a thorough plan for converting that attention to leads and sales.
- Increasing strategic intent—in other words, it has become okay to sell on social media. Brands don’t have to pretend they’re best friends with all their followers; they know you’re here to make money. So integrating social commerce or links to stores is fair game—as long as it’s balanced by genuinely thoughtful, engaging content.
Navigating this new landscape requires businesses to be agile, creative, and forward-thinking. The job of social media manager is rapidly becoming one of the most valued in the creative industry.
Adapting to the new social media landscape
Social media in 2024 calls for a shift towards content-driven approaches, where the creation of high-quality, engaging content is paramount. Investing in professional content creation is the best route. With diverse content formats (e.g. video, images, custom graphics, podcasts, text posts) brands can capture and retain audience interest—and leverage that for profit.
A huge part of executing this is authenticity. Businesses need to find a delicate balance between polished, professional content and maintaining a genuine, relatable brand voice. Their brand voice, not anybody else’s. This authenticity helps in forging a stronger connection with the audience, making the brand stand out in a sea of content.
One way to do this is with clear brand voice guidelines and permanent staff managing social engagement—not freelancers or contractors.
Another thing that’s often missing is a proper understanding of the audience. You can’t influence or entertain the right people unless you know exactly who they are. Investment in customer interviews and analytics is essential.
Adapting to this new landscape is not just about changing tactics; it’s about embracing a new mindset where content, creativity, and connection are at the forefront of social media engagement.
Conclusion
Any brand from any industry can attract the right kind of attention on social media. They can build a following and leverage it to build up pipeline and grow the customer base. The knowledge for how to do this is already out there, in this article and many other courses, blogs, YouTube videos and, yes, social media posts.
The hard part is getting it done. If you want help in understanding your customers (in order to create resonating content for them) or managing the customer experience beyond social media, we’re here to help – let’s connect!
Sogolytics is a comprehensive online survey tool and experience management platform. When it comes to helping you understand your audience, identify their pain points, and create engaging customer experiences, no one does it better than us.
