The Future of Social Media is Rebellion 

The future of social media has never been so uncertain. Why? The current social media landscape is true chaos. 

It is a land run by “brain-rot” and unhinged humour, a land that has no laws nor guaranteed hacks. Ten year old videos go viral overnight, creators become famous for standing in front of buses and not speaking, and fifty part series become cult classics, despite every social media guru out there claiming the days of long form content are over. 

How did we get here? 

THE FUTURE OF SOCIAL MEDIA 

Just five years ago, social media was dominated by a mere handful of tech giants. Users were confined to a select number of social media platforms, and indie developers rarely broke the status quo. No one could have predicted that the future of social media would be so starkly different.

Yet, with the end of Twitter, the rise in internet security concerns, and tech structures improving for up-and-coming platforms, users now have a million different ways to scroll. This has led to a social media landscape that is increasingly chaotic and difficult for brands to navigate. 

On top of this new, densely concentrated landscape, millions of new communities now populate social media. 

Traditionally, social media was a place for broad laughs and simple information sharing. Nowadays, these platforms have evolved into impossibly niche cultural hubs. No matter how specific your calling is, there is a community out there for you. 

As such, social media is in its most raw, unfiltered and rebellious form yet. Power has shifted from authority to authenticity. Celebrities and big name brands have lost their sway with audiences, causing engagement with brands on social media to fall by 30 per cent in the last year. For many brands, gaining traction on social media feels more difficult than ever; no matter how much time and investment they put into it.

@chipotle

Chipotle boys 🤝 green flag

♬ original sound – Chipotle

Why? They are looking at the past, not the future of social media. They are stuck following the same rulebook made for social media five years ago. 

With every brand and celebrity striving to achieve social media greatness in the same way, social media turned into a homogenised space. All unique voices were lost and instead replaced by a single, monotone voice chasing the latest trends. As a result, rather than having genuine connections with their audiences, brands have instead been left imitating each other and pushing out the same ten trends over, and over again. 

Whilst five years ago these tactics may have worked, these days, this approach does little more than squash creativity and harbour authenticity; the two elements that speak the most to today’s audiences and embody the future of social media.

@rarebeauty

San Diego stans rise UPP 🗣   Had so much fan last week celebrating #AAPIMonth at a special tea ceremony inspired by the scent of the Find Comfort Body Collection with our community ☁️   #RareBeauty #fragrancemist #signaturescent #perfumetiktok #fragrancetiktok #findcomfort #rarebeautymist

♬ original sound – Rare Beauty

So, how can brands possibly succeed in the new, lawless climate of the future of social media? By throwing out the social media rulebooks of old and tapping into their unique voice. 

Modern consumers do not want to scroll through TikTok and find ten videos of ten brands all participating in the same trend in the same way. This kind of content is dull, repetitive, and communicates a lack of care and awareness to consumers. 

Brands and influencers that manage to connect with ever more cynical consumers are those that shun rules and live for lawlessness. Brands that embrace our new, chaotic climate and take risks. 

The key is to throw out the old rulebooks and champion your unique voice; by staying true and authentic to your brand’s identity, your brand can create genuine moments of connection that speak to consumers.

So, what brands are crushing it in this new era of social rebellion?

BRANDS THAT ARE DEFINING THE FUTURE OF SOCIAL MEDIA 

Duolingo 

@duolingo

is somebody gonna match my streak? #verified #duolingo #languagelearning

♬ Nasty – Tinashe

We can’t talk about being bold on social media without mentioning Duolingo. 

The online language learning platform has redefined what it means to be a brand on social media. With their chaotic content, strong tone of voice, and endlessly unhinged humour, Duolingo has generated a cult following. The key to their success? They stay true to their identity. 

Duolingo does not follow any rules nor trends. They stay in their lane, and create content that speaks to their audience and their audience alone. In doing so, the brand comes across as authentic, and viewers return post after post. 

RyanAir 

https://www.tiktok.com/@ryanair/video/7379613180575632672?is_from_webapp=1&sender_device=pc&web_id=7374011931126318624

Much like Duolingo, RyanAir has become a big name amongst younger consumers. 

This is largely due to their willingness to make fun of themselves, and their consumers, no matter what. Rather than treating their audience and their brand name like glass, RyanAir owns its position as a budget airline. Through antics such as duetting consumers trying to sneak extra clothes onto their planes, RyanAir plays into the bold, risk taking landscape of modern social media. 

RyanAir’s account is full of Gen-Z humour, cynicism, and unhinged content. The brand is not afraid to make fun of anything that moves, and stays true to its identity at every turn. Making it incredibly successful with modern audiences. 

Marc Jacobs 

@marcjacobs

@Bofem is so attwactive 😍

♬ original sound – marcjacobs

Quite the wild card, Marc Jacobs has managed to stand out from the crowd of luxury brands. 

Rather than sticking to traditional, stiff, classic luxury marketing tactics, Marc Jacobs has instead adopted a modern tone of voice in order to connect with younger audiences. The brand collaborates with popular TikTokers frequently, showing its audience that it is a part of the new age, not the old. 

The brand has managed to create a new kind of luxury as a result, mixing high quality content with meme style posts; allowing Marc Jacobs to retain its old audience and its identity, all the while generating new followers. 

LOOKING TO THE FUTURE OF SOCIAL MEDIA

Ultimately, the future of social media marketing lies in rebellion.

Audiences want brands that take charge. Brands that know their identity and are not afraid to go against the norm. Accounts that are not ready to throw out the social media handbook will be left behind, lost in a wave of trends and monotone voices. 

It is time for brands to readjust their strategy. To hone in on their individuality and champion this above all else. This, will bring success. This, will bring audiences. This, will make sure your brand is remembered in the long run.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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@sociallypowerful