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Understanding Late Stage Social Media
It's now more difficult than ever for brands and creators to grow on social media platforms. So what's next?
James Song
August 28, 2024
It’s been years since I used social media for true social purposes.
Today, I use it primarily to market my art and share stories that inspire creativity.
If I want to message my friends… I have their whatsapp.
By now most, if not all, consumer facing companies have a social media presence.
But gone are the days of easily racking up followers and an audience.
At the beginning of 2023, Instagram had an average reach rate of 9.34%
At the start of 2024 it declined to 7.60%.
And the result?
Homogenous brand voices that seem like they’re ‘trying too hard’.
The rules to growing were simple: Relatability, originality and timely.
But even having the top in house social media teams isn’t cutting it.
That leaves one other option…
Brands need to partner with genuine creators with their own unique style and voice.
Easier said than done. Brands have to align perfectly with the creator. AND the creator needs to want to work with them.
Its a two sided coin. It’s not just about the values and vibes… but the exact audience demographics and segmentation.
There’s something sweet about identifying with a brand
It’s even sweeter when you work with them.
And it’s even sweeter when they’re a prebiotic soda.
I practiced what I preached last month by working with XOXO Soda to create content. Europe’s hottest new soda brand - backed by leading venture capital investors including JamJar and the founders of Innocent.
But as Instagram and Tiktok tighten their grip on 3rd parties and promoting consensual first party data…
This means the creator has EVEN more power (coupled with the demand from brands).
One plot twist… it’s even harder to grow as a creator. But i’ll leave that for another post.
The storm has already started.