Evolution Not Desertion of Social Media

Social media can be a bit meh

I’ve heard many marketers predict that it won’t be long before social media is a thing of the past. Well, I think the platforms will stay long after you and I have given up the ghost.

In my mind, the only reason their predictions seem viable is the quantity of perfunctory content we currently get on the platforms. Let’s be honest social media can be a bit meh at the best of times. That being said, if we swipe up quickly and long enough, we get to the content that makes relaxation and escape from the palm of our hands enjoyable – even if it is only for 30 seconds before we repeat the process. But those 30 seconds add up, and before you know it, we started at 10 pm, and now it’s 2 am the next morning. Shout out to the TikTok lovers. There’s no shame in admitting we like being on social media. And good for us or not, it’s highly addictive.

Wasting my time on socials

A couple of years ago or so, I wouldn’t have openly admitted to enjoying wasting my time on socials. I mean. I don’t do much of it comparatively. But back then was different. I work from a home office and will find little excuse aside from going to Asdas to leave. On the odd occasion when I did leave to jump on the train for the obligatory meeting in London, I would be astonished at how many people would be head down and swiping up for entire journeys. “Didn’t they know they’ll fry their brains?” I’d judge from behind my book.

Evolution not desertion

But now I get it. Not everyone likes reading books; many people want to waste time and get lost on social media platforms. I think we can all agree that social media fries brains, but I’ve come around these days. Even though I’ll happily leave my phone in another room for hours, I know as much as the next person that swiping up is an addictive pass time for us all. And it’s for this reason I don’t think most people will be deserting the platforms anytime soon. However, I dream of an evolution, not desertion of the platforms.

It’s time to get serious

A lot can be said for highly entertaining amateur videos, but the platforms need more brands to get creative and produce original bite-size content. Brands should be contracting media agencies or setting up mini studios and hiring a dedicated creative media team tasked with creating good quality blogs, podcasts, TikToks and photoshoots at scale. It’s time to get serious. It’s time for brands to use the platforms to produce media that engages people who already spend a vast amount of their time on them.

And don’t do ads. People do not like ads. They want consumable content. So give it to them. Goodness knows some of you could find the budget. Plus, it’d be a fun department to work in.

Share in the comments how your organisation manages social media creation.


I will share insights on creating and managing brand desire in an upcoming lecture. To learn more, book here – Creating Brand Desire using Social Media

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