The New Era of Social Media: Shifting Focus from Corporate Pages to Personal Channels

In a recent interview, Kostiantyn Kovba, the Team Lead SMM at RISK, sparked a thought-provoking discussion about the evolving landscape of social media. He argued that it may no longer be essential for brands to maintain a traditional presence on social media platforms. This bold statement leads us to explore the transformative shifts happening in the realm of social media marketing. 

The New Era of Social Media

Kostiantyn explains that the new era of social media is characterized by a shift in focus from corporate pages to personal channels. He cites the example of Monobank, a brand that conducts its main communication through the personal pages of its CEO and influencers, with only about eight posts on its corporate page. "The brand's corporate page will play a secondary role. The focus is shifting to user-generated content (UGC) creators and influencers," Kovba explains. This trend signifies a significant change in how brands approach their social media strategies, highlighting the increasing importance of personal connections and authentic content.

At the same stage social media support is evolving into a distinct type of social media promotion. With customers increasingly turning to social media for inquiries and support rather than traditional methods like phone calls, brands need to adapt. This shift is crucial for brand building and communication.

The transformation in social media also includes improved metrics for measuring the impact of media on brand development. Previously, gauging the effectiveness of social media efforts was challenging, but today's tools provide detailed insights into engagement and growth.

This shift enables brands to fine-tune their strategies based on concrete data rather than guesswork.

The Importance of Soft Skills for SMM Managers

Traditionally, SMM managers have focused on hard skills related to content creation and analytics. However, Kovba points out that the role is becoming more dynamic, requiring a blend of hard and soft skills.

"SMM managers need to develop soft skills, think strategically, and communicate effectively across all channels," he says. As artificial intelligence (AI) takes over many hard skill tasks, the ability to strategize and communicate becomes increasingly valuable.

This shift towards soft skills can be described as the growth of digital PR, with SMM managers becoming communicators.

Attracting Attention and Subscriptions

In the age of information overload, attracting new subscribers and attention has become a challenge. The dispersion to personal channels is driven by the increasing number of social networks and the growing trust in bloggers and influencers. With an overload of information and subscriptions, audiences are more likely to engage with content from trusted individuals rather than corporate pages.

"People trust bloggers more, and there is a glut of information. Personal channels offer a more trusted and engaging way to reach audiences," Kovba explains. This trend emphasizes the need for brands to leverage personal connections to stand out in a crowded digital space.

Video content has emerged as the dominant format for attracting attention and subscriptions. Platforms like YouTube and TikTok are leading the way, with brands needing to produce a high volume of video content to remain visible.

"Video content is king. Brands need to produce more than 10 videos a day to avoid getting lost in the information noise," Kostiantyn advises. 

Building a Strategy and Embracing Change

Kostia stresses the importance of building a strategy and ensuring that everyone in the company is ready for the changes. "Usually, it is still very difficult to get information from employees," he notes. However, once a strategy is in place, it is crucial to give it time to be finalized and not expect quick results. "Top management should not be involved in social media micromanagement. The content should not be liked by management, it should engage the audience." 

When it comes to the longevity of content, the expert distinguishes between evergreen and hype content. "The combination of these two types of content gives you a better chance of organic promotion," he explains. This approach allows brands to strike a balance between timely and timeless content, increasing their chances of success.

B2B and TikTok: A Controversial Combination

While TikTok is often associated with a younger audience, Kostiantyn argues that it is no longer exclusively for teenagers. When asked about the appropriateness of B2B brands being on TikTok, he responds, "How is B2B different from other businesses? Nothing, the more the audience hears about you, the better." 

Overcoming the Need for Control

As brands increasingly rely on influencers for promotion, marketers may struggle with the need for control. Kostia sees this as a psychological bait, stating, "There is a company, there must be a website, a corporate page. But it's not really necessary." Instead, he believes that brands should create conditions for the development of a community where the audience can communicate, with the brand taking a secondary, background role. "This can be called a P2P community. In such communities, it is good for brands to grow brand ambassadors who will facilitate communication," Kovba explains.

Building Relationships with Ambassadors

Building effective communication with brand ambassadors goes beyond financial remuneration. Kovba's advice is simple: "You have to be nice and solve the user's problem as much as possible." This human-centric approach is key to fostering long-term relationships with brand ambassadors.

The Ever-Changing Landscape of Social Networks

Social networks are constantly transforming, with platforms like Google+, ClubHouse, Mastodon, and closed communities coming and going. "A social network should create and attract a unique audience, a unique type of content, and not copy others"

There is not about spreading your brand everywhere, but the brand power is in knowing your audience. "First of all, it is very useful for a brand to know its audience well. And that's it. Then you need to find out where the audience is and when to communicate with them," he advises. In his practice there were cases where brands found success by being active on a single social network during unconventional hours, such as 1-2 am. However, he stresses that in addition to communication, a brand must solve the problems of its audience in the right place and right time.. "Because cool photos alone do not guarantee either loyalty or success," he adds.

The Future of Social Media Marketing

As we navigate this new era of social media, it is clear that the traditional approach to marketing is no longer sufficient. Brands must adapt to the changing landscape, focusing on personal channels, influencers, and community building. SMM managers must develop soft skills and think strategically about communication across all channels. The key to success lies in knowing your audience, solving their problems, and creating engaging content that resonates with them.

Kostiantyn's insights challenge us to rethink our social media strategies and embrace the transformative power of this new era. By shifting our focus from corporate pages to personal channels, building relationships with ambassadors, and leveraging the power of video content, we can effectively navigate the ever-changing world of social media and build lasting connections with our audience.

As we move forward, it is essential to remain adaptable, experiment with new platforms, and continuously refine our strategies based on the unique needs of our audience. The future of social media marketing is exciting, and those who are willing to embrace change and think outside the box will be the ones who thrive in this new era.