{"id":29452,"date":"2021-03-16T11:27:06","date_gmt":"2021-03-16T15:27:06","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=29452"},"modified":"2021-03-26T11:38:43","modified_gmt":"2021-03-26T15:38:43","slug":"how-has-social-media-changed-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/","title":{"rendered":"How Has Social Media Changed Marketing?"},"content":{"rendered":"\n<p>How has social media changed marketing? What does the evolution of <a href=\"https:\/\/www.shortform.com\/blog\/learn-seo-blogs-podcasts-youtube-channels\/\">social media marketing<\/a> look like?<\/p>\n\n\n\n<p>Social media has changed marketing in four major ways. Social media marketing has a shorter campaign length, increased engagement, lower cost, and more <a href=\"https:\/\/www.shortform.com\/blog\/maturity-continuum-7-habits\/\">independence<\/a>. However, some aspects of marketing will never change.<\/p>\n\n\n\n<p>Keep reading for the answer to the question: how has social media changed marketing?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The 4 Ways Social Media Has Changed Marketing<\/strong><\/h2>\n\n\n\n<p>Social media has changed marketing in four major ways:<\/p>\n\n\n\n<p><strong>Change #1: Shorter campaign length.<\/strong> How has social media changed marketing when it comes to campaign length? Before social media, big businesses would create 6-month-long campaigns using the same images for outdoor signage, print, and TV. Regardless of whether the campaign was effective, the old one ended and the new one began. Today, every day is a new campaign and requires new content tailored to specific platforms.<\/p>\n\n\n\n<p><strong>Change #2: Increased customer interaction.<\/strong> Before social media, <a href=\"https:\/\/www.shortform.com\/blog\/traditional-advertising\/\">traditional marketing<\/a> was a one-sided conversation. Businesses put ads in the media and customers viewed the ads. Today, however, customers have the opportunity to interact with businesses on social media. They can like posts, ask questions, and demand attention before agreeing to buy something.<\/p>\n\n\n\n<p><strong>Change #3: Increased affordability of advertising. <\/strong>Before social media, marketers relied on traditional media such as television ads to distribute their advertising. So, how has social media changed marketing in terms of affordability? Today, it\u2019s free to set up a presence on social media and some platforms offer affordable advertising.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, if you wanted to test out two ads aimed at different demographics on TV, you\u2019d have to spend weeks creating two different ads, and then show them on different channels at different times, depending on when you think the <a href=\"https:\/\/www.shortform.com\/blog\/target-demographics\/\">target demographics<\/a> are watching. You\u2019d have to run them for two weeks so that your demographic would have seen them three times, and this would cost you between $7,000-$13,000. You\u2019d have no way of knowing if people actually saw the ads. In contrast, if you wanted to test out two different ads on Facebook, all you\u2019d have to do is create two targeted posts aimed at different demographics. Targeted posts are free and quick to set up, and you can watch people interact with your posts in real-time as they like or comment.<\/li><\/ul>\n\n\n\n<p><strong>Change #4: Decreased reliance on traditional media companies.<\/strong> Before social media, companies rented their time with customers from traditional media companies. With the advance of social media, however, companies can access their customers on their own, and often for free\u2014real people on social media will distribute your content for you if it\u2019s good enough. Any brand can become its own media company, though it needs to be clear that its media arms aren\u2019t objective\u2014customers won\u2019t put up with a lack of transparency, especially younger ones who have well-honed BS detectors.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, a sports equipment brand such as Nike could create its own sports programming and no longer rely on ESPN.&nbsp;<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>What Hasn\u2019t Changed in the Era of Social Media<\/strong><\/h4>\n\n\n\n<p>How hasn&#8217;t social media changed marketing? There are six constants in marketing:<\/p>\n\n\n\n<p><strong>Constant #1: Good timing is critical. <\/strong>A goal of marketing has always been, and always will be, to <a href=\"https:\/\/www.shortform.com\/blog\/connect-with-customers\/\">connect with customers<\/a> at the moment and place when they\u2019re most likely to purchase. Today that place is social media, but no matter where it ends up being in the future, that\u2019s where you need to be.<\/p>\n\n\n\n<p><strong>Constant #2: Storytelling is key.<\/strong> No matter where you\u2019re telling your story, you need to write it in a way that creates enough emotion to make customers want to answer your calls to action. You can <a href=\"https:\/\/www.shortform.com\/blog\/rewrite-your-story\/\">change your story<\/a> often, but it should always include some of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Your company\u2019s history<\/li><li>Your competitor\u2019s history<\/li><li>What your customers are interested in (Shortform example: One day your story might be \u201cOur bathroom cleaner will halve the time you spend doing chores\u201d to appeal to the customers who want more free time. Another day it might be, \u201cOur cleaner is made of biodegradable materials\u201d to appeal to the customers who are concerned about the environment.)<\/li><li>What\u2019s going on in the world and how you could relate that to your brand<\/li><\/ul>\n\n\n\n<p><strong>Constant #3: Long-form content continues to be relevant.<\/strong> Social media content is becoming shorter and shorter, but long-form content still has its place. Books, movies, and YouTube videos probably won\u2019t disappear.<\/p>\n\n\n\n<p><strong>Constant #4: Marketing requires <a href=\"https:\/\/www.shortform.com\/blog\/keep-learning-keep-growing\/\">lifelong learning<\/a>.<\/strong> No matter what platforms and technologies come into being in the future\u2014or how their algorithms and features evolve\u2014where, when, how you tell the story, and who does the telling will be continually changing. You\u2019ll need to learn new skills on an ongoing basis.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, just before the author submitted this book to his editor, Instagram put out a 15-second video product and everyone scrambled to figure out how to best use it.<\/li><\/ul>\n\n\n\n<p><strong>Constant #5: You need heart, sincerity, engagement, commitment, and hustle. <\/strong>Marketing is hard and it takes work.<\/p>\n\n\n\n<p><strong>Constant #6: There are two types of content, \u201cjabs\u201d and \u201cright hooks.\u201d<\/strong> We\u2019ll look at both in more detail in the next section.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How has social media changed marketing? What does the evolution of social media marketing look like? Social media has changed marketing in four major ways. Social media marketing has a shorter campaign length, increased engagement, lower cost, and more independence. However, some aspects of marketing will never change. Keep reading for the answer to the question: how has social media changed marketing?<\/p>\n","protected":false},"author":8,"featured_media":29480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,39,104],"tags":[240],"class_list":["post-29452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-history","category-marketing","tag-jab-jab-jab-right-hook","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Has Social Media Changed Marketing? - Shortform Books<\/title>\n<meta name=\"description\" content=\"How has social media changed marketing? It has a shorter campaign length, increased engagement, lower cost, and more independence.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Has Social Media Changed Marketing?\" \/>\n<meta property=\"og:description\" content=\"How has social media changed marketing? It has a shorter campaign length, increased engagement, lower cost, and more independence.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-16T15:27:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-26T15:38:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/online-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"968\" \/>\n\t<meta property=\"og:image:height\" content=\"644\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"How Has Social Media Changed Marketing?\",\"datePublished\":\"2021-03-16T15:27:06+00:00\",\"dateModified\":\"2021-03-26T15:38:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/\"},\"wordCount\":868,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/online-marketing.jpg\",\"keywords\":[\"Jab Jab Jab Right Hook\"],\"articleSection\":[\"Communication\",\"History\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/\",\"name\":\"How Has Social Media Changed Marketing? - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-social-media-changed-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/online-marketing.jpg\",\"datePublished\":\"2021-03-16T15:27:06+00:00\",\"dateModified\":\"2021-03-26T15:38:43+00:00\",\"description\":\"How has social media changed marketing? 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