Why Marketers Shouldn't Panic About Changing Social Platforms (and What to Do Instead)
If you're a marketer, you know that TikTok has had a tumultuous few months. It's still anyone's guess whether the platform will be here a few months from now.
One thing for certain is that all social media platforms will continue to evolve. The features, the algorithms and the tools will all change.
But guess what? In the big picture, it doesn't really matter.
Why? Because marketing channels have always evolved.
Remember when TV advertising made up 42% of total ad spending? That was less than 10 years ago. Now TV advertising makes up just 15% of total spend.
In late 2024, with a TikTok ban looming, our SheSpeaks team spent weeks contingency planning and reworking influencer campaigns to ensure that client goals would still be achieved if the ban went into effect.
And while TikTok in the U.S. was "down" for just 14 hours on January 18-19, all that contingency planning was not for nothing. It helped us crystalize our thinking around a set of core principles for successful influencer content and campaigns across all platforms.
Focus on what has always worked — creating compelling, shopper benefit-driven content that convinces and converts. Then serve it to shoppers wherever they are. Our principles are good reminders for marketers to focus on what you can control — content and its distribution — and less about what you can't (platform changes).
Principle #1: Shopper Attention Is the Currency of Success
The key to winning in today’s social-driven commerce landscape is focusing on where shopper attention resides online. While platforms rise and fall, one fundamental truth remains — shoppers are spending time engaging with content that entertains, informs or adds value to their lives.
Instead of worrying about which platform is dominant next year, brands should focus on the broader strategy — consistently showing up where their target shopper is and leveraging the trusted voices that influence their purchasing decisions.
Social influencers are at the heart of this strategy. They have built loyal communities that trust their recommendations. Whether on TikTok, Instagram, YouTube or emerging platforms, these influencers are effectively convincing and converting shoppers. Their content seamlessly integrates product recommendations in a way that feels authentic and helpful, driving both awareness and sales.
Principle #2: Shopper Benefit-Driven Content Wins
Rather than chasing algorithm changes, brands should focus on creating high-quality, shopper benefit-driven content. What does this mean? The content should:
- Address the shopper need. How does your product solve a problem or improve their daily life?
- It should be entertaining and engaging. Shoppers engage with content that feels natural and authentic to the platform it is on. Use trending styles, language, sounds and themes as they are likely to feel organic and catch shopper attention.
- It should tap into influencer insights and their social proof. Influencers have spent time and energy growing their audiences. They understand what motivates their audience because they get real-time feedback and interactions constantly. Tap into this insight when creating content with influencers for your brands. You will reap the benefit of that convincing, benefit-driven content while also leveraging their social proof.
- It should be usable across multiple platforms. When you have good content, that content can and will perform well on other platforms. For example, a good TikTok can do well on YouTube (Shorts) and Instagram (Reels). Be sure to negotiate rights to use good content on other platforms to maximize the return on that investment.
By focusing on delivering value, brands can ensure that their content is not just seen, but actually drives action. This approach also safeguards against platform volatility. No matter how social media evolves, content that resonates with shoppers will always be effective.
The ROI of Prioritizing Content Over Platform Disruptions
Marketers who focus on great content and effective distribution see stronger return on advertising spend (ROAS) than those constantly reacting to algorithm shifts. The winning formula is clear:
- Identify where your shoppers are spending time online, regardless of which platform is trending.
- Invest in compelling, benefit-driven content that speaks directly to shopper needs and value.
- Leverage trusted influencers who can authentically share your brand's message. They will help enhance credibility and conversion rate. Influencer-led campaigns provide authentic, engaging storytelling that resonates in ways traditional ads cannot.
- Optimize for performance, not platform changes. Great content finds its audience.
The bottom line? Social media platforms will continue to evolve, but shopper behavior remains the North Star. Brands that keep their focus on shopper attention and benefit-driven content — rather than the latest platform shake-up — will see the greatest return on their advertising spend.
About the Author
As the founder and CEO of SheSpeaks Inc., Aliza Freud has built the largest, most diverse community of female consumers and influencers in the country. Since 2008, she's been a champion for women to express their voice and creativity across all media — digital, social, mobile and now through her podcast, SheSpeaks.
Prior to SheSpeaks, Aliza sharpened her consumer marketing skills at American Express where she led worldwide brand innovation initiatives.
