Hello, happy users! Farewell, mass production!
According to the article, content fatigue, engagement decline, and carrot and stick incentives have all led to the downfall of mass automated social media production. Social media marketers need to create quality content which would make users more satisfied and in return, keep social media networks successful.
As powerful as mass production may have once been on social media, that form of marketing has become saturated. The lack of organically gaining attention and overwhelming amount of ads put in front of users, have made users unhappy with social media networks. Therefore, making social media networks create more restriction on businesses and change algorithms to have happier users. This has made mass produced content loose its value. In turn, the engagement numbers that mass automated social media production once provided, has continuously declined since 2015. Businesses are affected because they will have to severely adjust their strategies with social media campaigns to provide quality content over mass automated quantity. Because social media is rapidly changing and this has been a comfortable form of marketing for some years, it is going to leave businesses vulnerable while the whole market transitions. Some will advance and lead this transition, while others will be left behind unable to understand that mass production is no longer the way of the future. Businesses will have to invest more time, money, and overall efforts in creating content that stands out from the rest and resonates with users. Social media is another form of word of mouth and when users find quality content, they are more apt to share it. I think we will also see an increase in positions that focus on content creation versus a part time people who just schedules automated content. By businesses providing quality, networks have happy users and will provide support to their strategies and marketers. Happy users, happy marketers, happy social media networks. Ultimately, this would take social media marketing to the next chapter in this ever-changing game.
https://marketingland.com/good-riddance-to-social-media-mass-production-247318