From reels on Instagram to stories on Twitter, the social sites have been taking content formats from their competitors for the past two years. Things have gotten more crowded as platforms vie to find their own niches. As apps rediscover their own signifiers, whether it’s shorter formatting or a progression to video, social platforms are reimagining the way we look at content. Here’s what the search engines plan on exploiting for the next year.
The titan of short-form video, TikTok saw a 275% increase in viewership (3 billion in the first four months of 2022). But it’s not all for cute dances and cooking tutorials. As we saw a few weeks ago, younger demographics are turning to TikTok for search. This is an opportunity for brands to harness the power of search to reach a younger audience in a way that Google is struggling to do.
So where does this leave Google? The search engine recently announced its new algorithm update that will prioritize high-value, in-depth content. Since Google wants to ensure that users are finding relevant content efficiently as opposed to the thinner subject matter, original content is soon to be the platform’s main differentiator.
In the short text sphere, Twitter is making strides to stand out in the industry with the introduction of Spaces, an audio social initiative that is incorporating a podcast display into its tab function. This updated feature to the platform could prove to be a valuable addition to the broadcast domain.
Meanwhile, the Metaverse is still in its development stage but publishers should get ready for endless possibilities when it comes to audience targeting. Outlining strategies on how to tap into this new world of the content may give brands the confidence to employ fresh engagement initiatives — and stay ahead of emerging trends.
With these changes abound, we may be looking at a whole different experience on social media 12 months from now. As shifts in media arise, publishers will have to learn to adapt to the new ways audiences interact with, and search for, content.