Marketing Industry Trends, Insights and De-mystifying the Algorithm- Week 1

Digital marketing can be a tough industry to maintain a sharp edge in due to the ground always shifting beneath your feet. The algorithm changes, you go from trend to trend, capturing what you can organically, or with the best information you have available to try to grow your business or someone elses. Its a tough business to say the least. One that is constantly evolving, and staying on top of the latest trends is crucial for anyone pursuing a career in the dark digital arts. From algorithm updates to new features and emerging strategies, here’s at least some of what you need to know about the current marketing trends on TikTok, Meta/Facebook, Instagram, LinkedIn, and Google. We will begin with some basics to make sure we are all on the same level. And will continue to delve deeper into trends and issues as the weeks progress. Lets get started!

TikTok: The Rise of Authenticity and UGC

TikTok has quickly become a powerhouse in the social media world, particularly for younger audiences. The platform is known for its algorithm that rewards creativity and engagement, making it a goldmine for brands that can connect with users on a more personal level.

1. Authenticity Over Perfection: TikTok’s algorithm favors content that feels real and relatable. The polished, highly produced ads that work on other platforms might not perform as well here. Instead, brands are leaning into authenticity, showcasing real people, behind-the-scenes content, and user-generated content (UGC).

2. TikTok Shop and Social Commerce: The integration of e-commerce with TikTok’s video content has opened new opportunities for brands. TikTok Shop allows users to purchase products directly through the app, blurring the lines between entertainment and shopping. Brands are creating shoppable videos and live-streaming events to boost sales.

3. Shorter, Snackable Content: While TikTok videos can be up to 10 minutes long, the sweet spot remains short, snackable content that grabs attention within the first few seconds. The latest trend is ultra-short videos that convey a message in 15 seconds or less, driving high engagement and shares.

Meta (Facebook & Instagram): The Push Toward Video and AI-Powered Content

Meta continues to dominate the social media landscape with its two heavyweights, Facebook and Instagram. Recent updates and trends reflect a significant push toward video content and the integration of AI-powered tools.

1. Reels Domination on Instagram: Reels are now front and center on Instagram, with the algorithm heavily favoring this format. Short, engaging, and often loopable, Reels are Meta’s answer to TikTok’s success. Brands are using Reels to reach new audiences, leveraging trends, challenges, and music to create content that feels native to the platform.

2. Facebook’s Emphasis on Groups and Community: Facebook is doubling down on its push for community-building. Groups have become a focal point, with the platform rolling out new tools to help brands engage with their audiences more deeply. Expect to see more brands creating and nurturing communities around their products or services.

3. AI-Powered Ad Targeting: Meta is increasingly using artificial intelligence to improve ad targeting and optimization. Tools like Advantage+ campaigns automatically adjust ad placements, creative variations, and audience segments to maximize performance. This AI-driven approach is allowing marketers to get more out of their ad budgets by finding the right audience at the right time.

LinkedIn: The Professional Content Evolution

LinkedIn remains the go-to platform for B2B marketing, but recent trends show a shift in how content is being consumed and created.

1. Rise of Video and Live Streaming: LinkedIn has seen a significant increase in video content, with more professionals and brands turning to video to share insights, product demos, and thought leadership. LinkedIn Live, in particular, is gaining traction as a tool for hosting webinars, Q&A sessions, and live events, allowing for real-time engagement with a professional audience.

2. Creator Mode and Influencer Marketing: LinkedIn’s Creator Mode is helping professionals build personal brands by highlighting content over connections. This shift is also fueling the growth of LinkedIn influencer marketing, where thought leaders and industry experts partner with brands to share content and drive engagement.

3. Focus on Employee Advocacy: Companies are increasingly leveraging their employees as brand advocates. LinkedIn’s algorithms favor posts from individuals over company pages, so encouraging employees to share content related to their work or industry can significantly boost reach and engagement.

Google: The Shift Toward AI and Automation

Google remains the giant in search marketing, but recent updates highlight a shift toward AI, automation, and a more integrated approach to digital marketing.

1. AI-Powered Search with Google’s Bard: Google has been incorporating AI into its search engine with tools like Bard, which aims to provide more accurate and personalized search results. This AI-driven approach means that marketers need to focus on providing high-quality, relevant content that aligns with user intent.

2. The Importance of Core Web Vitals: Google’s algorithm continues to prioritize user experience, with Core Web Vitals being a key ranking factor. Marketers need to ensure their websites are fast, mobile-friendly, and offer a seamless user experience to maintain or improve their rankings.

3. Performance Max Campaigns: Google’s Performance Max campaigns leverage AI to optimize across all Google ad channels, including YouTube, Display, Search, and Discover. This campaign type allows marketers to reach more potential customers through automated targeting and creative generation, based on the user’s intent and behaviors.

4. The Evolving Role of SEO: As Google’s algorithms become more sophisticated, SEO strategies are shifting. There’s a stronger emphasis on semantic search, where understanding user intent and context is more important than ever. High-quality content, structured data, and a focus on user experience are key components of successful SEO strategies today.

Navigating the Ever-Changing Landscape

The digital marketing landscape is dynamic, with each platform continuously evolving to meet user demands and technological advancements. As a marketer, staying updated with these trends is not just beneficial—it’s essential. Whether you’re creating authentic content on TikTok, leveraging AI on Meta platforms, engaging with professionals on LinkedIn, or optimizing for Google’s latest algorithms, understanding and adapting to these trends will help you stay ahead of the curve.

As the trends continue to change, the algorithm continues to adjust, and people continue to find new ways of leveraging social media and paid ads, we will follow them closely and report back weekly with new information we come across as well as continuing to teach the basics of SMM and growing you all into marketing experts!

The truth is, the brands that succeed are those that are not just reactive but proactive, anticipating changes and seizing new opportunities as they arise. Not only learning here, but researching for yourself, experimenting with new strategies or creatives, keep learning, and keep pushing the boundaries of what’s possible in digital marketing.