Social Media Drowning? How to Escape Bust to Boom

According to a new HubSpot release, social media is definitely changing. In 2022, Hubspot reports that globally, fewer people are using social media and the boom of the last decade is definitely over. They share that while people are still using social media, they are using it differently.

The key to social media use, Hubspot shares is the ability to connect with close friends. I have to agree. My husband uses Facebook Facetime daily to stay in touch and check on his Mum 5000 miles away in the UK. I also use it to stay in touch with family and friends scattered across the country. 

For those with physical disabilities, it allows them to connect on a more level playing field. 

And with all the spam, people are avoiding clicking on a sales link that could be a trap to get personal or financial information.

This is going to have a dramatic impact for any business that uses social media as a marketing tool.  I’ve followed HubSpot for several years and they put out solid spot-on information as one of the largest players in internet marketing. So let’s see what else they reveal.

People are tired of being sold to

Social media platforms recognize this. It’s especially problematic on Tik Tok. Users complain that it has become more commercials than entertainment focused. When users complain, platforms listen. It’s how they survive.

Tik Tok’s new shop option has been received with mixed reviews. Instagram’s shopping option has been classified as ‘failed.’ 

There’s also the issue of the Privacy laws being pushed. It’s getting a lot more expensive to do paid ads and to reach viewers with organic content.

To combat the problem new subscription services are cropping up on platforms. With these the viewers have the option to subscribe to an ad-free service. These options have already been well received in Europe.

Subscription services could be great and money makers for the platforms, but they could be the death knell for selling on social media. The cost will amplify and the market will shrink.

New social media strategies emerging

What social media viewers want is to connect or to learn. That means that brands who focus on creating or building a community, or sharing information should do fine. 

Moving forward, avoid hard sells, and stop focusing on building with likes. Those will be out of date in 2024. The ROI is nil. Having a giant group  of likers won’t have the same impact in the future.  

If you want to connect with a group on social media you need to focus on sharing information and strengthening your community. 

• Create high-quality content that is relevant to your target audience.
• Share your content on a regular basis.
• Engage with your followers by responding to comments and questions - focus on conversations.
• Use social media to build relationships with customers.
• Provide customer service on social media.

Find ways to connect with buyers off social media. Create stronger experience based shopping experiences. Look for in-person opportunities virtual or face to face to connect and share. 

When I work with clients

We will be looking at why and how they use social media and focus on community and education. We will re-evaluate how to better use their off-social opportunities like email and newsletters as well as virtual or in person events. If you are confused or frustrated, message me [email protected]

Judith Culp Pearson is a veteran Certified SEO Copywriter Marketer working with small to mid-sized businesses to solve their client communication issues and increase the return on their marketing efforts.

You can read the complete Hubspot article here.