By Eric Siner Jr., Marketing Manager, Red Bee Media

Content Discovery has become vital in the dynamic landscape of social media, where an abundance of information continuously surfaces on the screens of our computers, TVs and mobile devices.

As hashtags, shares, and viral trends appear daily in timelines on Instagram, TikTok, Facebook and other countless social media platforms, increasingly more time is being spent scrolling through feeds daily.

Navigating through an overload of digital content has become thrilling and overwhelming for platform operators and consumers across the globe. 

The evolution of social media has not only changed the way we connect and communicate with our network, but it has also transformed how we discover and engage with the content that surfaces while we are occupied with our beloved social media apps.

From the hottest trends to niche interests, Content Discovery in the social media era provides users with a compelling journey through the world of digital expression, offering a plethora of information to engage within a diverse digital landscape. 

 

 

The Evolution of Content Discovery on Social Media

According to Backlinko, more than 4.95 billion people across the nation currently use social media, which is an increase of 2.7 billion users since 2015. During this time, those involved in social media have witnessed a major transition of Content Discovery across social media services. Users have experienced this evolution in real time.  

Chronologically ordered content, such as posts of their favorite movies and TV series, dominated the early days of social media feeds. This approach offered content with minimal accounting for user preference. With the emergence of algorithms, platforms have leveraged user engagement to curate and prioritize the content based on what the users see and how they interact with the content on their timelines. 

The development of more personalized recommendations further refined Content Discovery in social media feeds, with platforms using machine learning to analyze user behavior and preferences. Machine learning and user engagement within social media platforms have led to a more tailored user experience by presenting users with customized content. Additionally, the combination of various features, such as hashtags, trending audios, and “Explore Pages,” has simplified the process for users to find a wealth of content and discover new trends. 

 

 

 

Challenges in Content Discovery on Social Media

While technological advancements and user engagement have contributed to the evolution of social media, side effects have emerged that businesses must consider as well. Brands regularly encounter issues with visibility caused by regular algorithmic changes that disrupt the organic reach companies have continuously relied upon.  

According to Socialistics, monitoring valuable data, which may be overlooked by businesses, can help combat the changes in algorithms by providing companies with a deeper look into what types of content their audiences prefer most. This can be explored through social media statistics, which offer insights about audiences, their interests, and preferred content choices. 

Content oversaturation is another challenge brands face, as the amount of information available on social media can reduce the effectiveness of individual voices. According to the Forbes article “Social Media Content Overload: What It Is And How To Deal With It,” strategies listed to help combat content oversaturation include knowing your competitors and doing certain things better, like working with an updated content strategy, understanding your audience’s pain points and leveraging the power of creativity.   

Businesses must continue to seek unique ways to stand out despite the noise to appease the brief attention spans of users.  

 

Trends in Content Discovery on Social Media

Social media trends are continuously evolving and influenced by advances in technology, changes in user behavior, and the dynamic landscape of online communication.

Influencer marketing has emerged as a dominant trend, with individuals exercising significant influence over their followers. From macro-influencers to micro-influencers, businesses are leveraging these partnerships to expand their reach into niche markets and establish authentic connections.  

According to Matter Communications, 69% of consumers trust influencer recommendations, which indicates the rise in the importance of social media influencers for brands to connect with their audience.  

This level of brand engagement also influences movies and TV. Prior to the UK release of “Loving Highsmith,” entertainment publicist Amber Muotto turned to “BookTok” — a TikTok space for book enthusiasts, to help create some hype for the movie. 

“Influencers reach audiences that traditional publications just don’t. They serve a different function, a different purpose. The two can coexist,” says Muotto. 

Social media platforms are inherently a visual medium, and visual storytelling has emerged as an important, popular trend. The use of videos, images, or interactive infographics can be used as creative pieces of content to help businesses resonate with their audiences in a more compelling manner.  

For example, there was a time when Instagram didn’t have the Reels feature, and Facebook didn’t have the option for users to post stories that disappear after 24 hours. The emergence of these two enhancements has led some of the world’s most popular brands, including Warner Bros., Marvel, Paramount, and many others, to adapt and utilize these opportunities to create more video pieces in their stories. These powerhouses also use short video content in their generic feeds to keep users engaged with important messages, including details on film releases and sneak peeks into new episodes.  

This has also translated to companies publishing short videos on other social media platforms, such as LinkedIn, to give their audience a more interactive option to receive the message they are trying to convey, instead of having to rely solely on static images. Utilizing short videos across social media platforms enables brands to capture the short attention spans of users. 

 

Strategies for Businesses in the Social Media Era

Implementing a data-driven content strategy is important for navigating the complexities of social media. Leveraging analytics enables businesses to make valid decisions about their content, ensuring it resonates with their target audience. Prioritizing user experiences is crucial, and it is essential to implement strategies reflecting that. 

Understanding user intent, enhancing content accessibility, and tailoring personalized experiences can benefit enterprises in many ways.  

Personalized and targeted campaigns and content also play key roles in Content Discovery. Companies can increase relevance and engagement by tailoring content to specific audience segments.

Cross-platform engagement is vital to diversifying content and reaching a broader audience, but approaches can vary depending on the platform and businesses must tailor their content accordingly. Community building and engagement encourage a sense of belonging among audiences, while active participation in online communities helps businesses develop deeper connections with their audiences.  

Collaborative content creation and strategic partnerships offer unique opportunities for businesses to expand their reach, such as creating referral programs or participating in workshops or joint events. For example, Red Bee Media participated in EIDR’s Annual Participant Meeting at Sony Pictures Studios in Culver City, Calif., to discuss how content metadata is enhanced through our partnership with EIDR. As a valued partner of EIDR, the speaking opportunity allowed Red Bee Media to showcase our company’s value in a discussion surrounding the registry’s global integration, which welcomed users, technologists, and evangelists within the EIDR community. 

These types of collaborative efforts with partners are great opportunities to drive conversations in efforts to ultimately gain new business. 

 

Navigating Content Discovery in the Social Media Era

Content Discovery in the social media age demands a strategic and adaptive approach. Enterprises must stay informed on evolving trends, address algorithmic challenges, and execute creative strategies to engage audiences effectively. By utilizing influencer marketing, user-generated content, social commerce integration, and adopting data-driven practices, businesses can navigate the ever-evolving landscape of social media and cultivate lasting connections with their target audience.  

The key is to remain agile, innovative, and up–to–date on the ever-shifting currents of the social media ecosystem.  

Are you curious to learn how Red Bee Media uses social media in the digital era to promote Content Discovery successfully? Visit our LinkedIn page and explore the ways our Content Discovery services power robust user experiences through rich and informative program metadata, along with dynamic imagery, for engaging and personalized viewing experiences across any platform.