Sure, you may not hear coughing and wheezing when you open Instagram, Facebook, or Twitter. Yet, it appears as if these once-thriving social media apps have been bitten by the low engagement bug. But if an app a day keeps the creepy crawlers away, perhaps it’ll be TikTok.
According to a recent report by in-depth social media analytics provider Rival IQ, engagement rates have tanked for the third year in a row on Instagram. While engagement held steady on Twitter and Facebook, posting frequency declined 20% for both apps. Rival IQ studied 150 companies in media, travel, and retail to get these results. Across all industries, the average engagement rate per post sat at or below 0.47% on Facebook, Instagram, and Twitter.
And don’t forget about TikTok’s successful algorithm, which also likely has a hand in boosting its engagement numbers. The For You feed filled with suggested content aims to show users videos tailor-made for them and has been copied by Instagram and Twitter. It’s also important to note LinkedIn is also seeing more engagement with a discovery-style algorithm.
So what’s the cure for the low engagement bug? First, realize that video is paramount and here to stay. If you haven’t yet incorporated short-form video in your social strategy, it’s time to start. And keep the algorithm top of mind when creating content. Last but not least, analyze your content’s performance regularly, and take note of what works best on which platform and adjust your strategy accordingly.
TL;DR: TikTok sees high numbers of engagement as other social media apps suffer from a case of the low engagement bug. Consider how video content can expand your brand’s reach.
AI, Captain!
Whether we like it or not, the AI wave is still cresting, and social media has been quick to embrace it.
Meta announced it will begin to integrate generative AI into its services, beginning with a focus on creative tools and AI-aided filters and ad formats on Instagram. Eventually, CEO Mark Zuckerberg plans to create AI personas that can help people in a variety of ways. (So far, the company is keeping the details under wraps, hinting only that the capabilities will be futuristic). Sounds straight out of a sci-fi movie, right? Though these advances are a long way from coming to fruition, Meta is starting by testing text-based AI tools similar to ChatGPT on WhatsApp and Messenger.
Snapchat has also thrown its hat into the AI ring with the introduction of the My AI bot powered by ChatGPT. The new feature will be available only to Snapchat Plus subscribers with an eventual rollout to all users. It’s essentially a mobile version of ChatGPT trained to adhere to Snapchat’s trust and safety guidelines.
Beyond social media, Spotify also launched a new AI-powered feature, the DJ, which chooses what to play for users based on what it learns about them and their music taste. As it begins to roll out, the DJ will provide the curated playlist along with commentary about the tracks and artists.
These swift adoptions of AI show the technology is not expected to slow down anytime soon. If you haven’t already, begin experimenting with how your brand can utilize it.
TL;DR: Meta, Snapchat, and Spotify have all introduced AI features into their services. Consider evaluating how AI tools may benefit your brand.
WHAT LIT US UP
Livin’ Fajita Loca
When influencers and their followers give your brand a viral moment, why not kick up the heat? That’s exactly what Chipotle did with the recent launch of its two newest digital-only menu items — the Keithadilla and Fajita Quesadilla Hack.
The sizzling additions are thanks to popular TikTokers Alexis Frost and Keith Lee. Near the end of 2022, Frost gave a review of the fast food chain’s steak quesadilla with fajita vegetables, which Lee then stitched with his own assessment, adding in the suggestion of a delicious DIY dressing combining the brand's Chipotle Honey Vinaigrette and sour cream.
Both TikTokers have a combined 13.1 million followers, and the video went viral, racking up 30 million views and thousands of likes. But while this menu hack was making mouths water across the nation, customers couldn’t access it through Chipotle’s digital ordering channels. To mitigate this problem, the chain embraced the heat and got in the kitchen, adding it to the official digital menu.
The Mexican fast-food chain is no stranger to encouraging influencers to add their own flavor to its brand. In 2021, Chipotle launched Creator Class, an initiative that gave a select group of influential superfans the opportunity to be compensated for their original ideas and strategies to promote the chain on social media.
By making the new fan-created menu items digital-only, Chipotle brilliantly seized the viral moment and demonstrated the marketing possibilities from an attentive social listening strategy to get the dish on what their audience is saying (or, in Chipotle’s case, what they’re craving). By capitalizing on these insights, your brand has the potential for more engagement and a stronger connection with your audience.
TL;DR: Chipotle embraces the heat of two new menu hacks from TikTok and makes them digital-only items on its menu. Implement a strong social listening strategy to take advantage of what your audience wants.
