5 Key Takeaways from AdWeek’s Social Media Week
Our team had a blast at AdWeek’s Social Media Week and learned so much! The conference was filled with insightful discussions and forward-thinking strategies, but a few key themes consistently stood out - we thought we’d share them with you below:
Here are the top five takeaways that can help shape and refine your social media marketing strategy:
1. Authenticity is Key
Authenticity was THE word of the conference! Consumers today are more discerning and can easily spot insincere or overly polished content. Authenticity builds trust and fosters a deeper connection with the audience. Brands that embrace transparency, share real stories, and engage in genuine conversations are more likely to build loyal communities, which leads to the next theme we’ll touch on…
2. Community Building Over Follower Count
The focus is shifting from accumulating followers to building engaged and active communities. Brands are recognizing that a smaller, highly engaged audience is more valuable than a large, passive following. Community-building efforts, such as interactive content, exclusive groups, and meaningful engagement, foster loyalty and advocacy, leading to more sustainable growth.
3. Know Who You Are (As a brand! - we’re not trying to stir up an existential crisis here)
Authenticity and Community Building cannot happen without knowing who you are and what you stand for as a brand - this is key for every decision you make. For instance, if a potential partnership opportunity has presented itself, does it make sense to collaborate? Or, if your brand is faced with a serious ethical dilemma as it grows, what should you do? This one is particularly relevant for entrepreneurs and brand owners, but these are common occurrences we all face in social media marketing. If you know your intentions and who you are, it’s much easier to navigate these scenarios, and you’ll often find that you know the best path forward. A great step to start with is to write down your morals, principles, what you want, and this will lead all of your decisions moving forward.
4. Optimize for Social Commerce Within the Platform
Social commerce is rapidly transforming the way consumers shop online. The integration of shopping features directly within social media platforms, such as Instagram Shopping, TikTok Shop, and Facebook Marketplace, allows users to discover and purchase products seamlessly without ever leaving the app. This trend underscores the need for brands to optimize their social media profiles for e-commerce, creating shoppable posts and leveraging influencer partnerships to drive sales.
5. AI & Emerging Technologies Can Present Opportunities
While emerging technologies like artificial intelligence (AI), augmented reality (AR), and virtual reality (VR), are understandably a concern for creatives, they also make way for new opportunities for immersive and personalized experiences on social media. These technologies provide innovative ways for brands to engage with their audience. Staying ahead of these trends and experimenting with new technology or software can give brands a competitive edge.
AdWeek’s #SMW highlighted how fast social media marketing is changing. It emphasized everything from the crucial role of authenticity and community building to the game-changing potential of social commerce and new technologies. These insights provide a path for brands aiming to succeed on social. By adopting these strategies, you can strengthen your brand's connection with its audience, build loyalty, and stay ahead in a competitive market.