As a result, businesses are constantly faced with the need to adapt their social media strategy in order to attract the attention of their target demographics, increase their brand’s visibility, and increase the number of leads they create. To effectively use social media in today’s dynamic digital environment, business leaders must have a firm knowledge of the medium’s foundations and adapt quickly to new developments in the field.

Businesses have a strong incentive to improve their social media skills due to the large quantity of people who utilize these platforms. More than half of the world’s population of 7.85 billion people as of the beginning of April 2021 are active users of some type of social media.

Users spend roughly 2.5 hours every week on social media. The most popular social media platforms, including Facebook, Instagram, Twitter, and TikTok, account for a significant portion of this time. Business owners and entrepreneurs can effectively reach and engage with influential parties by taking use of this captive audience. The most efficient method for business owners and entrepreneurs to achieve this goal is to make it a point to follow the latest social media trends and adhere to the foundations of social media. Here are a few of the most important social media concepts and developments that any company leader should either fully grasp or at least be aware of.

Recognize your target demographic

The battle for your target demographic’s attention on today’s social media platforms is intense. In addition, marketers don’t have much time to grab attention because, according to one widely recognized study, the typical human attention span is eight seconds, which is shorter than the stated nine-second attention span of a goldfish.

Due to increased competition for consumers’ attention and shorter attention spans, it is more crucial than ever for brands to identify and cater to their specific target demographic.

Discover your brand’s voice

Brand voice refers to the unique tone and style adopted by a company in all of its public statements. Knowing who you are and what you stand for as a company is the first step in developing a successful social media strategy. A Sprout Social Index study found that the most successful firms in social media marketing used techniques such as providing more memorable content (40 percent), establishing a unique personality (33 percent), and telling interesting stories (32 percent) to stand out to consumers. Brand voice is important in all three of these areas, as Sprout Social pointed out. A unique identity is impossible without a unique brand voice.

Building a brand voice that is consistent with the firm’s identity strengthens the relationship between the company and its target audience, increases brand awareness, and fosters loyalty.

Maintain a regular posting schedule

Consistent content publishing is a key component of any successful social media strategy, serving to maintain interest, grow a dedicated fan base, and increase overall brand recognition. Lack of consistency in the social media world is a surefire way to lose followers.
Establishing a monthly social media content calendar can help business owners keep on top of their publishing schedule. Using this method, companies will be better able to prepare for and coordinate their social media posts with special occasions, awards, and forthcoming events. To ensure that postings most successfully resonate with and engage target audiences, businesses can use a content calendar to set a consistent cadence of posting and then review what material is working and what is not.

Listen to others in your social group

By monitoring and analyzing online conversations about their brand, products, competitors, and industries, businesses can benefit from social listening. According to Talkwalker, “pulling conversations from social media and analyzing the conversations in aggregate for insights” provides businesses with a bird’s-eye view of the world.

Companies may learn a lot from social listening, such as whether or not mentions are rising or falling in a particular month, whether or not people are interacting with material, what is trending in relation to a specific industry or issue, and whether or not the sentiment or feedback is favorable or negative.


Video posts on social media will only increase in popularity. Take into account that more than 100 million video hours are viewed daily on Facebook, and that user-generated material like videos on social media substantially grew in popularity, doubling over the past year to four hours each week, according to data from Limelight Networks.

Videos are also getting shorter in length. Most people who use social media don’t have more than a few minutes to spare on a video, so keeping them to 90 seconds or less is ideal.


Stories, which are both interactive and immersive, continue to be a widely used component of social media platforms. Audiences are more interested in these short-lived photo and video updates (lasting about 10-15 seconds) than they are in newsfeeds. They’re a common way for companies to casually disseminate news about themselves and their products.

Broadcast in real time

Currently, live broadcasting is very popular on social media. Businesses are adopting this method to broadcast Q&A sessions, live product demonstrations, facility tours, and product announcements. Challenges, freebies, surveys, and polls are all great methods for businesses to add personality to their social media during live streaming.

Live streaming is a powerful approach to connect with an audience in real time, which may boost brand recognition, strengthen relationships with key demographics, and reveal hidden preferences.