ADMedia | Is social media actually social?

Is social media actually social?

The role of video content in social media has become increasingly impactful in recent years. With people’s attention spans dwindling to eight seconds, video has become the most effective content type to capture attention. Platforms like Facebook, once dominated by text-based status updates, have undergone a profound transformation, pivoting towards a video-centric experience. Similarly, TikTok’s meteoric rise has been fueled by its addictive short-form videos, captivating users with visually engaging content.

The shift to video

The appeal of online social networks has always been their ability to merge personal interactions with mass communication. However, the era of status updates is fading – who’s still on X since Elon Musk acquired Twitter? Rather than making public status posts, people are now shifting to video; whether that’s in the form of Instagram stories or TikTok snackable videos. 

This shift is critical because social media serves as the primary gateway to the internet for many. With Facebook boasting over 3 billion users and social apps occupying nearly half of mobile screen time, they have become integral to daily life, consuming over a quarter of our hours when awake. 

In addition to this, IAB Australia reported that 62% of marketers in Australia regard video advertising as the most impactful form of digital advertising. Whether on social media or websites, video has emerged as the unparalleled platform to engage audiences and convert prospects into customers.

How are people using social media today?

Social media today is characterised by reduced social interaction. Inspired by TikTok, platforms like Facebook and Instagram increasingly prioritise AI-curated video content over social connections. Concurrently, user-generated content has started declining in countries including America. Recent studies show that users are migrating to closed platforms such as WhatsApp, WeChat and Telegram. So it is no coincidence that Meta acquired both WhatsApp and Instagram. 

Further to the above, Meta shutting down its news tab in Australia and the US in April will make it more challenging for marketers to share content. Once aspiring to be personalised newspapers, social media platforms now allocate minimal space to news content, contributing to a decline in news sharing among users. This trend jeopardises the public’s access to reliable information, particularly among the younger generation.

With people posting less about their lives, there is a need for more authentic video content. Brands recognise this and are shifting their strategies towards visual content. At AD Media for example, our team tailors social media video to suit scaled video production budgets, delivering authentic and professionally made videos.

To TikTok or not?

The type of content that we get served on apps such as TikTok, is dictated by behaviour-based algorithms that favour shock-value content. TikTok continues to gain momentum because videos convey information quickly and evoke instant reactions from users.

Since the arrival of TikTok, Meta has transformed its own channels by introducing reels on Facebook and Stories on Instagram. As a result, marketers understand this transition and are prioritising video content, leveraging algorithms to curate personalised feeds tailored to users’ preferences and viewing behaviours.

While its addictive content enhances user experience, TikTok might be banned in the US, due to the government seeing the app as a potential national security risk. In fact, governments worldwide are assessing the implications of TikTok on consumers’ data privacy, prompting calls for stricter regulation and even outright bans. 

The importance of video

Influencer marketing along with video content has reshaped the way that marketers craft a marketing strategy. 

From viral challenges to educational tutorials, video content is a driving force behind cultural phenomena and societal trends, shaping the way we communicate and interact online. Additionally, the rise of video has democratised content creation, empowering individuals and communities to share their narratives and perspectives with the world. 

Despite these challenges, the importance of video in shaping the future of social media cannot be overstated. As platforms continue to evolve and innovate, video content will remain a driving force behind digital engagement, shaping online discourse and societal norms for years to come. Whether through entertaining clips or informative documentaries, video has become an indispensable tool for communication and connection in the digital age.

Do you have any questions? Let’s chat!

Are you ready to start the year right and grow your brand with video storytelling? Let’s connect on 0416 022 287 or

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