The most important shift in social media advertising and marketing over the previous 5 years hasn’t been short-form video, and even the event of generative AI. The important thing evolution, from a marketing-specific perspective, has been the transfer away from interplay and in the direction of straight leisure.

Now, you may, after all, argue that leisure has at all times been a key component of promoting. However within the early days of social media, a central focus for manufacturers was sparking interplay and driving engagement, by offering a method in your goal clients to get in contact and get responses out of your model presence.

The implementation of algorithms made this much more of a spotlight, as a result of extra feedback and likes resulted in additional attain. And whereas engagement continues to be an element, the platforms themselves are actually shifting past prompting likes and feedback, and are refocusing, as an alternative, on time spent in every app.

Which is all due to TikTok.

For years, Meta held the reigns in social media, and as such, it dictated the traits and norms that guided how customers work together. Meta had discovered that feedback and interactions have been what prompted customers to stay round, so its algorithm prioritized posts that garnered extra of those behaviors.

Which inadvertently incentivized extra divisive, argumentative takes, as a result of the content material that’s most definitely to spark response is that which drives excessive emotional resonance. Pleasure, worry and anger are the important thing feelings that immediate response, and unsurprisingly, the algorithmic shift led to those changing into the primary drivers of on-line exercise.

However TikTok flipped the paradigm, and has modified the way in which that every one platforms now function.

Quite than relying in your connections, TikTok emphasised public posting, and relatively than specializing in likes and feedback, TikTok centered on time spent, and taking in additional indicators from every clip to then refine the suggestions that it reveals every particular person.

Primarily, TikTok re-aligned the social media matrix round leisure as an alternative. Which is big, as a result of the precise ‘social’ facets that had lengthy been the main target have now been relegated to a secondary aircraft.

And that additionally implies that social media advertising and marketing methods have to be re-aligned in step.

Don’t consider me? Want extra convincing?

How about the truth that 50% of the content material that customers see on Instagram now comes through AI suggestions?

These will not be posts out of your family and friends, and this isn’t content material from accounts that you just’ve chosen to observe. Additionally, Instagram isn’t as involved about whether or not they’ll drive likes and feedback, the important thing measurement is how lengthy you spend watching, and how briskly you skip by every (or not).

Fb utilization can be up, and 30% of the content material that customers see on Fb additionally now comes through the identical AI suggestions system.

However the important thing consideration right here is that this: Whereas time spent on Fb has elevated because of these topical suggestions, creation and engagement continues to say no, with fewer folks posting to each Fb and Instagram than they’ve previously.

That’s significantly true amongst youthful audiences, whereas notably, utilization of Instagram Tales can be in decline, down greater than 10% on earlier ranges.

Persons are spending extra time consuming AI-recommended video clips, however they’re more and more much less prone to remark and interact past viewing. As such, social media is changing into much less and fewer social, and is extra like conventional media, with interactive parts.

The consideration from a advertising and marketing perspective is that you could be have to shift your focus consistent with this, by shifting away from posts that spark feedback, and extra in the direction of pure leisure because of this.

Triggering engagement has lengthy been a key tenet of social media advertising and marketing, as a result of as famous, platform algorithms have prioritized content material that generates direct response. However now, just about each platform is more and more aligning with time spent, which comes, principally, through video clips.

And in that situation, probably the most entertaining content material wins, not posts that prod customers for his or her ideas.

And if you additionally take into account the rise of generative AI, that’s prone to change into much more of a spotlight, as a result of whereas generative AI instruments can provide you with human-like photos, textual content and video clips, what they’ll’t provide you with is actually artistic ideas, or not less than, it’s not as really easy to make them provide you with such, with out having an idea in thoughts for your self.

For instance, I requested ChatGPT to offer me an concept for a “wacky, humorous marketing campaign to advertise a brand new lemonade model.”

Okay, #SqueezetheDay will not be horrible, however the tag itself has already been utilized by many juice bars and designers in each on and offline promotions. Which highlights the important thing situation in utilizing AI turbines for such goal, in that many of the ideas that such programs will produce are going to finish up being pretty generic, and due to this fact unlikely to resonate within the new, entertainment-focused social media surroundings, the place idea, more and more, can be key.

The problem for AI turbines on this sense is that they’re inherently spinoff, because the system can solely iterate on what’s come earlier than, so the whole lot that it spits out goes to really feel considerably cliché and repetitive.

As a result of it’s, the system is simply supplying you with a variation of what it conceptually understands from the phrases that you just enter. It’s happening “lemonade” and “promotion” and pumping out ideas primarily based on what it might probably match up, primarily based on earlier makes use of of those phrases inside a sure proximity.

As such, the whole lot that comes out of an LLM-based system will doubtless really feel a bit stale, whereas the content material that’s most entertaining is recent, attention-grabbing, and usually a brand new tackle previous concepts.

Is it attainable than a generative AI system may produce an important concept? Certain, however systematically, that’s probably not how they’re designed, which reduces the probability that an AI software would be the supply of the subsequent nice idea.

However regardless, AI instruments are getting used an increasing number of. Which may really additional improve the worth of really distinctive, attention-grabbing ideas, amongst a rising tide of previous concepts which have been regurgitated by AI programs.

Primarily, leisure, and rising time spent together with your content material, is what’s going to drive extra attain in social apps, because the platforms shift additional away from their social roots, consistent with consumer behaviors.

Previous greatest practices, together with engagement bait, hashtags, calls to motion, all of those are going to change into much less necessary, as extra platforms shift to concentrate on AI suggestions.