Changes Are Coming for Social Media Part I

Changes Are Coming for Social Media Part I

The public’s trust in social media is sinking, as it has been in recent years. Edelman’s 2018 Trust Barometer Report found that 60% of the populace does not trust social media companies. False information and privacy are the two areas driving the discontent.

Seventy percent of digitally connected people want brands who advertise on social media to do more to pressure social media platforms to curtail the spread of false news and misinformation. Seventy one percent want the brands to pressure social media to do more to protect personal information.

The Great Exodus From Social Media

According to the survey, 60% of respondents do not trust social media to behave responsibly with personal data. Nearly half of all digitally connected people, 40%, had deleted at least one social media account because of these concerns. For those in the youngest age group, it was even higher, at 44%.

This is a real problem for companies, because social media is a great way to introduce new products and engage with current and potential customers. Sixty percent of the respondents in the survey said social media was the best place for brands to give their customer service, but 2019 social media trends have left many uncertain on how to proceed.

Quality Over Quantity

In 2019, the days of attention-grabbing headlines and promo codes may be over. With users not distinguishing between brands who advertise on social media and the social media platforms themselves, and with concerns over false information so high, social media users are increasingly viewing clickbait as a questionable and even misleading form of advertising.

Hootsuite, in its annual Social Trends Report, surveyed over 3,000 businesses to inquire as to how they planned to adapt to shifting public opinion in 2019. The report depicts a strong current of personalizing the online experience and seeking quality engagements with users rather than trying to maximize reach.

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Perhaps no company better typifies this approach than Adidas. Their recent Tango Squad program eschewed famous celebrities and instead sought to engage with so-called micro-influencers, regular people recognized in their community but not necessarily known far and wide. The program gave these individuals access to events, star players and merchandise.

At a time when distrust of big names and advertising on social media is high, when individuals are turning from celebrities and towards their friends and families, it was the right move. It was not, however, the only move, and we will see in coming installments the other ways that engagement on social media is changing in 2019.

Sources: Linkedin, Campaignlive.co.uk, Adweek