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  • Edena Klimenti

The ever-changing social media landscape: Is TikTok the new marketing favourite?

Updated: Jun 25, 2021

We've taken a look at the latest social media trends, dos and dont's, and what's hot and what's not for brands.

Photo cred: Olapic

The world of social media is always changing. Every few months, there’s a new trend, viral hashtag, or cool new “aesthetic” we’re all swooning over. Each trend, social media platform, and unique audience, serves a different purpose for your brand.

Here's an overview of the best platforms available to you, and of how you can utilise the unique audiences they provide.


According to Forbes, Tiktok is on the rise and is essential for businesses to gain exposure to a unique and potentially new audience for them. A great way of sharing branded content that is light-hearted and doesn’t always feel like an AD or as “pushy” and impersonal (as is sometimes seen on Instagram).

The bottom line is that TikTok isn’t a serious platform. Businesses that thrive the most on TikTok are ones that post videos that are fun, light-hearted and visually pleasing, and that follow popular trends.” - FORBES

Here are x3 brands that we think are KILLING it on TikTok:

Using a "light-hearted" platform to produce fun and engaging content, the Washington Post have created humorous 30 second videos in order to educate people on world affairs. Fenty Beauty use their TikTok to share new trends within the beauty community, and Calvin Klein have used their TikTok to create campaigns that promote individuality.


Instagram changed the game. We all know it. Over the last 10 years Instagram has changed the way “influencers” work, and it's created an incredible platform where starting your own business doesn’t seem like a distant dream. So, why should you be on Instagram?

  1. Any size company can be on Instagram.

  2. Influencer Marketing is still on the rise (19% of marketers will spend $1000 - $10,000 per year on influencer marketing in 2020, while 18% are spending between $100,000 - $500,000 per year).

  3. You will have direct communication with potential partners, future customers, and existing customers.

  4. Use reels / new features to share creative content (platform is always changing and growing).



An advert for Mixtiles that pops up on people's Facebook feeds according to their algorithm

Remember Facebook? Well, you may need to.

It’s not a secret that the way we use Facebook has changed over the years, and the necessity to have your brand on this platform may not seem all that appealing anymore.

However, there is a very important and often forgotten about feature that Facebook provides for its users. Feedback. We’ve all been in a situation where we’ve had to research a brand or business (especially if they’re on the “smaller” side) and we can’t find substantial reviews.

Well, having your small business on Facebook can help reach a unique audience that allows people to hear about your business in an organic way, and have real reviews (allowing potential customers to be sold based on these public reviews).


Moving onto Twitter, the platform that is so often forgotten about when it comes to blowing up your business. This platform is, indeed, text based and it is often harder to share graphic and visual content that reaches our desired audience.

However, the most important thing to understand about social media? Each platform serves a different purpose. Small Business said: “using a platform such as Twitter gives businesses a cost-effective method of engaging with their consumer base. It gives them access to audiences around the world, while providing an opportunity to interact with customers instead of continuously promoting products and services.”

And, let's not forget. Brands have their fun on Twitter too, interacting with each other that is:


Finally, Youtube. The perfect place to share informative videos, behind the scenes footage, and the “chatty” and “vlog” style videos that you simply can’t fit into a 1 min showreel, or a 30 second Tik Tok video.

It’s becoming easier and faster to create video content, with reels, Tik Tok, IGTV, and many other short editing platforms, it’s hard to wonder why anyone would want to watch a Youtube video when everything is already "explained" or "promoted" on a different app.

Well, the fact of the matter is, your brand will always have loyal and interested customers. There will always be a group of people who want to know that little bit more about your business, your behind the scenes projects, and enjoy the art of long form videos / visuals that are created on Youtube.

Here are 2 brands that are still killing it on Youtube:

(1) British Vogue

A 10-year-old Youtube trend, "What's In My Bag" videos that started the phenomenon that is the rise of beauty & lifestyle Youtubers. British Vogue have decided to start their own series on Youtube (with lots of product placement, naturally) and have even created their own "morning makeup" series where they invite celebrities and public figures to share their personal and day-in-the-life moments.

There's no one size fits all for every brand when it comes to the best social media strategy. Social media is a means to an end. You feature your brand on social media in order to tell your story, reach existing and new customers. Each brand has a unique target audience and its own message. But one thing is certain; social media marketing never sits still, and keeping track of the latest trends is crucial.

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