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Social media trends & developments
Sjef Kerkhofs (Positive Nederland) predicted this last fall in his social media trend article , and he telegram number database sticks to it. Despite all kinds of technological developments within VR, AR and AI, the clearest and therefore most important social media development for marketers at the moment is the further explosion of creatorship as a crucial element within content marketing.
Sjef: “ One revenue model for creators after another is being launched (or expanded, as Instagram recently did ), with which big players try to bind creators to them. The right to exist of platforms like TikTok and Instagram largely depends on the content posted by creators .”
Creatorship is also important for brands
Because it is becoming increasingly difficult to reach users in a targeted manner due to stricter privacy regulations on social media, creating relevant and attractive content has become more important. Creators, or existing customers of your brand, play a crucial role in this, because they can provide user-generated (peer to peer) content.
The existence of platforms like TikTok and Instagram largely depends on the content posted by creators. – Sjef KerkhofsSocial media trends
And that switch is happening faster than expected, according to Sjef. “More and more brands are using collaborations with creators to shape their content strategy. It is therefore emphatically not about profiting from the reach of influencers, but really about the content itself. Just look at use eamil marketing for international marketing Blokker’s own Instagram Reels channel , for example . There you see almost exclusively collaborations with creators.”
The most important social media channels
Reaching the target group and thereby increasing brand awareness is the most important reason for companies to use social media. In school email list research by Meltwater among 1700 marketing and communication professionals, 52% indicate that due to the current economic uncertainty, social media has become a more important platform. Brand awareness is the biggest priority, followed by engagement.