In the past five years, there has been a significant shift in social media marketing towards entertainment rather than interaction. Brands used to focus on sparking engagement through interactions and responses, but now platforms are prioritizing time spent in each app. This shift is largely attributed to TikTok, which has emphasized public posting and time spent viewing content rather than likes and comments. As a result, social media platforms are now aligning with entertainment as the main driver of online activity, moving away from the previously emphasized social aspects. Social media marketing strategies need to adapt to this change by focusing more on creating entertaining content rather than posts that solicit comments.
Platforms like Instagram and Facebook are increasingly relying on AI recommendations to deliver content to users, with as much as 50% of content on Instagram coming from these recommendations. This has led to an increase in app usage but a decrease in creation and engagement from users, particularly among younger demographics. Users are spending more time consuming AI-recommended content but are less likely to actively engage or post themselves. As a result, social media is becoming less social and more like traditional media with interactive elements. This shift requires marketers to prioritize entertaining content that captures user attention and keeps them engaged.
Generative AI tools are becoming more popular in content creation, but they are limited in their ability to generate truly creative concepts. While AI tools can produce human-like images, text, and videos, they often produce generic and derivative ideas that may not resonate with audiences. In an environment where entertainment is king, unique and interesting concepts are key to standing out and capturing user attention. Therefore, marketers need to be cautious when relying on AI-generated content and focus on creating fresh and engaging ideas that can set their brand apart.
AI tools may not be the source of the next great marketing concept, but they are increasingly being used in social media content creation. This trend highlights the value of truly unique and interesting concepts that can cut through the noise of recycled ideas generated by AI systems. As platforms continue to prioritize time spent and entertainment, traditional marketing tactics such as engagement bait and hashtags may become less effective. Instead, marketers should focus on creating compelling and entertaining content that can capture users’ attention and drive more reach on social apps.
The rise of generative AI and the shift towards entertainment in social media have changed the marketing landscape. Platforms are moving away from traditional engagement metrics towards time spent on content, which requires marketers to adapt their strategies accordingly. The focus is now on creating content that is entertaining, unique, and captivating, in order to stand out in a crowded digital landscape. While AI tools can aid in content creation, marketers should prioritize creativity and originality to create engaging campaigns that resonate with audiences and drive results. By aligning with the evolving trends in social media, marketers can stay ahead of the curve and effectively connect with users in a changing digital environment.