It’s been a hot minute since the virtual “birth” of Social Media as we know it. Some may say social media started with a few lesser-known sites like Bolt or Six Degrees, but we know it all really started when Myspace hit the scene in 2003. And if our math is correct, that means that Social Media is nearly out of her teenage years, and the roaring twenties are upon us. And you know what that means? CHANGE!
Long gone are the days of a simple status update, friendly pokes, and Top 8 friends; now, we need to make videos, catch trending sounds, write clever captions and use relevant hashtags. Social media has evolved into a more complex individual and way more entertaining, interactive, and engaging!
Join us as we tackle some of the biggest questions in 2022 and learn how you can best market your business on social media!
Are Instagram Hashtags still worth the time?
When Adam Mosseri, the head of Instagram, was asked, he responded, “Not really.” Earlier this year, he answered some questions regarding hashtags that change the game! “I’m saying they’re not going to meaningfully change the amount of reach you get when you post. So, if you expect a night-and-day difference, you’re going to be disappointed.” Ultimately, according to research and Adam's advice, we’ve learned in the past year that hashtags can add context to your Instagram content and help your content appear in relevant searches. But hashtags won’t dramatically affect exposure in a tangible way like they once did.
Nowadays, Instagram keyword search allows users to type in keywords such as “Chicago Happy Hour” rather than being limited to a hashtag like #chicagohappyhour. As a result, there is a decrease in Instagram’s hashtag performance because users are simply typing in a keyword/phrase and skipping the hashtags page altogether. Avoiding the hashtag page reduces the chance of relevant hashtags being utilized.
In September 2021, Instagram posted on their @creators account and advised that the new ideal number of hashtags per post was 3 to 5, which changes previous recommendations of 10-20. They also advised keeping your hashtags relevant, specific, and directed at your target audience.
With all this being said about Instagram, hashtags are still relevant and useful on other platforms like Twitter, LinkedIn, and TikTok. But the same rules apply, less is more. Research suggests that no more than 5 should be used to best utilize hashtags.
What’s Trending Audio?
You’re probably well aware that short video content is rising in popularity by the day! Since TikTok’s emergence, nearly every other platform has hooked its wagon to this skyward train. We have Instagram Reels, YouTube Shorts, and even Facebook has a version of Reels trying to compete for attention. But each addictive video scroll is not created equal, varying in maximum length of the video, link allowance, and user-friendliness. TikTok remains number one for short-form video content, with Instagram reels at their heels.
But what is trending audio? Thanks for asking! We’d love to tell you. Trending audio is the sound you place over your video content, music, someone talking, etc.; whatever it is, you want it to be on the popularity rise so the algorithm will start showing people your content. Reels and TikTok vary in what’s trending, and often what we see is that an audio gains popularity on TikTok, and as it hits its viral peak, it’ll transition to Reels and begin its downward slope. Ultimately, no matter where your video content will land, we recommend keeping up with TikTok to catch the audio wave as soon as possible.
Another notable aspect is that TikTok and Instagram's sound library differs due to licensing with the audio creators. Business accounts on both platforms can only access a limited selection of music and audio. If you want to cross-post, it’s crucial to check both libraries to ensure that your ideal audio is available for your account.
How Important Is Copy?
Whether you are posting a FIRE selfie or an inspiring sunset view, the opportunity to wax poetic in your copy presents itself, but should you? Personal accounts and businesses should utilize the copy of their posts to provide further context, feed the algorithm, and encourage engagement. Traditionally, the copy contains a “hook” of information and then a “CTA” or “Call to Action.” The hook will grab the user's attention enough so that they continue reading the information provided and finish with a call to action that will invite them to comment, share, tag, or follow. But the ideal length of copy varies depending on what platform you are utilizing based on the majority of the demographic.
Ideal Copy Length Per Platform:
Facebook: 1 to 80 characters
Twitter: 240-259 characters
LinkedIn: 100-140 characters
Instagram: 1-50 characters
TikTok: 1-50 characters
While these numbers are all based on the average performance of posts, it is important to test with your specific audience. Your audience may respond well to longer copy so use the “ideal character length” as a jumping-off point, but don’t be afraid to test the waters with shorter or longer form content.
These were some of our most recent findings regarding the evolution of social media trends! We hope you learned something along with us and as always, feel free to reach out if you have any questions.