A visionary is someone who can imagine the future local communication. The digital landscape seems to be moving into a new era: Facebook it seems increasingly difficult to understand many accounts Instagram trying to rebuild their community, Tick Tock shows both signs of running out of breath due to increased competition, Facebook ad it is expensive if not well managed.
At the same time, we are witnessing fundamental trends:
- brands organized on social networks that want to develop and organize their organic visibility (wonder if it’s too much to start in 2023);
- the need for platform diversification : In addition to Facebook and Instagram, brands and retailers tend to make efforts on TikTok, YouTube and Pinterest. Twitter is even coming back into vogue for certain industries;
- advertising doubles its creativity : no more carousels where price/promotion visuals are broadcast;
- L’UGC is gradually taking over and cooperation with content creators is increasing;
- Finally, communities will own tomorrows: new platforms are emerging that allow creators and businesses to no longer depend on algorithms;
It all looks very nebulous. In this article, we compile an initial inventory of the main social networks (Facebook, Instagram and TikTok) and talk about the main trends in local communication for 2023-2024.
Observation and use of social networks
Activity on local Facebook pages seems to be stagnating. Following the strong trend observed during 2020-2021.
This is especially evidenced by the volumes of interactions: an increase of only 26% over the last 12 months.
So is the volume of publications: +24% increase over the last 12 months. Publications are mainly photographs: 84%. Follow:
- Videos: 12%
- Links: 3%
- Statutes (texts): 1%
Instagram, more overall activity (but still more effective than Facebook)
Time neglected by points of sale because they don’t create much visibility compared to Facebook, Instagram find renewed interest from outlets.
Over the last 12 months, we have seen an overall +95% increase in interactions. Most of the content consists of either photos or albums (carousel). Video still occupies little space in the editorial strategy of Instagram accounts.
Account activity also seems more consistent: +70% recorded in the last 12 months.
Tick Tock
On the TikTok side, the numbers are less accurate than above. However, we are seeing much less visibility than we saw a few months ago on the platform.
Usually successful accounts used to millions of views like Leclerc Saint-Étienne du Rouvray, Leclerc Saint Étienne Les Elbeuf or Hyper U Boulazac are now trying to surpass 100,000 views for their video.
Several reasons explain this: