Many brands have been on the ‘Google/Meta advertising drip’ for a number of years., the use of activities that lead directly to measurable results, but due to the major changes in the digital playing field (no more cookies, tightening of privacy rules) we have run up against the limits of performance marketing. As a brand, it is crucial to start building your own data in the coming years by strengthening your own (owned) channels.The focus has been
Think of your email database, your own website and/or possible app. And, I like to add your dataset own social media profiles to that. In fact, your own social media profiles are a kind of ‘ semi-owned ‘ media . It is not really your property, but the fan base you have built up does give you the opportunity to reach a very targeted target group that has chosen to follow you. Moreover, you can reach similar target groups with your fan base.
Creator content continues and becomes even more important
A repeat of moves? In my 2023 trend article I already indicated that social media would be ‘ all about creatorship ‘, with content from creators who come from your target group playing an important role. And that has certainly become reality. In fact, the development of this creator content has gone much faster than school email list expected. Living proof of this is the enormous number of launched functions and revenue models for creators.
TikTok recently announced that it would be expanding its funding program again . For the record, we are not talking about influencer marketing, which focuses on leveraging the reach of an influencer with a large number of followers. We are talking about the use of content made by creator what beginners need to pay attention s on a brand’s owned social media channels.
What you achieve with this is more authentic content that delivers more engagement and results. Just take a look at Blokker’s Instagram Reels channel , a brand that fully embraces this development.
Short form video is the new standard
Short form video is the biggest trend on social media. “Yes, but wasn’t it already in 2023?” Absolutely true. The enormous popularity of TikTok has accelerated this trend in 2023. And the others are also benefiting, given the growth of YouTube Shorts, for example.