In terms of length, short-form video material prevails over long-form across all generations, with the former gaining 5% among baby boomers since Q1 2021. TikTok may have established itself as the pioneer of this form of snackable content in the beginning, but Instagram’s Reels is swiftly gaining ground, expanding 27% since Q4 2020. Short-form is ready to satisfy the needs of customers who are demanding a more authentic and unpolished internet experience.

By working with more specialized TikTok producers, some businesses are embracing this. A little departure from their customary artist partnerships, Gucci, for instance, enlisted the help of trainspotter Francis Bourgeois to bring their North Face collaboration to reality.

Dolly Parton launched a trending topic two years ago. To contrast the various ways individuals behave on LinkedIn, Facebook, Instagram, and Tinder, the singer posted four images of herself dressed in diverse outfits.

Others in the entertainment industry soon followed in and began making fun of their own social media personas. For companies and marketers, winning is all about being able to read a room. Despite the difficulty in identifying an environment, our data from February 2022 enables us to depict the tone on the most popular social media sites of the day.              

Information about audience expectations is essential.

Some people believe that the top social media players are starting to resemble one another even though the social media landscape is constantly evolving.

Although there is a lot of audience overlap and numerous platforms offer comparable functionality, individuals launch each app with a particular experience in mind.

Marketers must thus take into account more than simply subtle variations in formats or character constraints because the mood is also quite fluid and dynamic. Because each app has its own culture, social media marketing shouldn’t be a copy-and-paste endeavor, making current information on the subject priceless.

Most highly esteemed are humor and originality.

When it comes to wanting hilarious material, the majority of TikTok users agree, and they’re 38% more likely to say they want funny companies than other social media users. By giving comedy priority while developing content, marketers that want to connect with as many consumers as possible can boost their chances.

Additionally, although these traits first appear to conflict, TikTokers stand out for wanting their postings to be both entertaining and restful.

It’s crucial to have likability as well. The highest ranking that the word “personable” receives from this group across all platforms is fourth.

Humorous content may be popular.

‘Trendy’ and ‘community-driven’ are two characteristics that stand out when comparing platforms, even though Tweeters seek information the most on the app. They seem to desire a dialogue rather than a monologue, according to this.

Two out of three YouTubers feel they must develop new skills, and 36% want businesses to support this.

They value inspiration more than the typical social media user, which is not unexpected given their work ethic. The site is incredibly popular with videos on “What I eat in a day,” exercise regimens, and beauty advice.

Content on Instagram should be top-notch.

Instagram has changed over time, much like Facebook. Aspirational content dominated Instagram five years ago. The CEO of the company claims that it is no longer a photo-sharing app and has shifted significantly toward entertainment.

Given that “funny” is presently the attribute that Instagram users want the most, this shift in priority has undoubtedly affected user choices.

By distributing this sort of material across their profile, brands wishing to connect with these trend-followers will probably gain an advantage.

Telling the same narrative in many ways.

Today’s brands must be able to express their narrative in many ways, which they can only accomplish after discovering what works in particular contexts.

The inherent overlaps between platforms are many. For instance, Facebook, TikTok, and Instagram users are known for their enjoyment of humorous and calming material, which makes these platforms excellent choices for cross-posting.

Reusing content may save a tonne of time and speed up brand recognition for smaller companies.