Social media platforms are continually evolving, leaving marketers to face the challenges that come with these changes. In the last year, the social landscape has undergone numerous shifts, with the potential banning of TikTok, the introduction of Lemon8, and the era of paid verification. Given this constant evolution, Digiday’s marketing team sought to understand how marketers feel about the four primary social platforms: TikTok, Twitter, Instagram, and Facebook, as well as their pros and cons.

TikTok remains a favorite among marketers despite its uncertain future. The platform’s potential for growth, low follower count, and preference for less polished content are among the reasons cited. Even if brands do not actively post content, it remains an excellent platform for consumer research. However, TikTok’s future remains uncertain, and marketers are hesitant to invest in building a following on the platform. Creating TikTok-style content is also a challenge for some brands, making it difficult to remain relevant without high-quality content.

Facebook remains the top social media platform for marketers seeking to reach a broad audience, thanks to its ability to reach people across Facebook and Instagram. The platform is efficient and effective, with marketers praising its reliability and consistency. However, Facebook has an aging user base, and marketers have raised concerns about limited organic discovery and creative innovation opportunities. Marketers have also complained about ongoing issues with Facebook’s ads manager and its ad reps.

Marketers and agency execs consider Instagram to be a reliable and consistent platform, delivering the results that brands want. The platform is seen as the new homepage, where people go to find out about a brand’s identity and appearance. Instagram’s algorithm changes and focus on competing with TikTok have led to frustration among users, and some brands have questioned their strategies. It is still unclear whether Instagram will remain a place for image-posts and videos or become Reels-focused in the future.

Twitter is an excellent platform for engaging with customers, allowing brands to participate in conversations and create a unique brand voice. However, the platform’s focus on real-time conversations requires constant attention and engagement from brands, making it challenging to maintain a consistent presence. Brands must be prepared to engage with their followers and participate in conversations actively.

Overall, marketers believe that social media is still the place to invest in building long-term growth. However, they are more careful about where and how they invest due to the changing landscape. Brands should proceed with caution and be prepared to adjust their strategies as needed to remain relevant on each platform.

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