The macro trends driving growth across platforms
+how to get the most out of LinkedIn and the cultural moments and news that caught our attention this week
quick summary ⚡️
3 trends that are driving engagement on social media platforms
Bots are ruining social engagement, the rise of fake influencers, and more in the cultural gems
How to maximize your LinkedIn profile
The power of paying attention
cross-platform social media trends according to Tubular
Social video insights database Tubular Labs released their State of Social: H2 2024 report and identified key trends that are driving engagement across social platforms.
The whole report is worth a read but here are the 3 biggest takeaways that jumped out for us…
The TikTok category that saw the biggest growth is…
Currently, the category bringing in the most views is people & lifestyles. In the age influencers vlogs [GRWM, WIEIAD], this is no surprise. We believe there’s space for everyone, so if this is the space you want to be in, go for it. However, there are a few categories seeing major growth, and the biggest number will be of interest to this audience. Videos in the Business & Finance category saw a 73% increase in views from 2023 to 2024. While the numbers are still small compared to other categories, there’s a lot of opportunity [and crossover potential with the others].
Longer-form video is coming back
“Short-form content has reigned supreme over the past few years. But as social media audiences move away from traditional television and seek longer, more meaningful content on social media, longer content is regaining popularity.”
On both TikTok and YouTube, short-form content [0-30 seconds] has seen decreases in views YOY while longer-form content are seeing increases.
This piece really complements the last point, because many business and finance concepts need more explanation than can fit in 30 seconds.
Case study: The New York Times keeps it simple on YouTube
In early 2023, the NY Times started posting content from their numerous political podcasts to YouTube. They maintained steady views until mid-2024, when things started heating up politically.
“Events like a controversial presidential debate and Biden’s resignation from the Democratic race caused views to skyrocket, reaching 2.6 million in July 2024.”
Their key to success [aside from the news cycle]? Simplicity. The NYT is posting their podcasts without any edits, alongside a static cover image. The content itself is strong enough - and already made for a digital audience, with light tweaks for the individual platforms.
more from Tubular here
💎cultural gems💎
The cultural moments and news that caught our attention this week:
BOTS FUEL “VIRAL” POSTS ON SOCIAL MEDIA, DISTORTING PUBLIC SENTIMENT, axios
“Due to a rise in bots — automated programs that simulate human engagement online— social media chatter is becoming less of a bellwether for public perception or stakeholder sentiment.”
YOUTUBER NIKOCADO AVOCADO BAMBOOZLES VIEWERS WITH SECRET WEIGHT LOSS TRANSFORMATION, nbc news
In the “greatest social experiment of my entire life,” Nikocado batch created two years of content to surprise his audience with his weight loss.
THE RISE OF FAKE INFLUENCERS, axios
AI influencers are on the rise and, yes, there are plenty of red flags.
A.I. CAN NOW CREATE LIFELIKE VIDEOS. CAN YOU TELL THE DIFFERENCE?, ny times
Speaking of fake influencers, there may or may not be a few of them in this quiz from the New York Times. Take a few minutes to see if you can tell whether the 10 examples are real or AI. [Editor’s note: You may be embarrassed by your results 🫠]
THE CARRIE BRADSHAWS OF TIKTOK, vox
“TikTok is full of Bradshaw protégés right now: women — mostly in their 20s and 30s, and mostly those who date men — who have used the platform as their personal dating diary, captivating millions of viewers in multi-part sagas about men with their own nicknames, like ‘dangly earrings,’ ‘five date guy,’ or ‘Mr. America.’”
THE INTERNET SPENT YEARS SEARCHING FOR HER. SHE HAD NO IDEA., ny times
For years, a subreddit with over 40,000 members worked to identify an unknown woman on a piece of cloth. After 5 years of searching, they found her.
FOLLOW TAYLOR SWIFT TO COMBAT MISINFORMATION WITH TRUTH, the drum
Following Taylor Swift’s endorsement of Kamala Harris, her Wikipedia page was promptly updated with a simple statement: “In September, following the presidential debate that night, Swift publicly endorsed Kamala Harris and Tim Walz.”
how to maximize LinkedIn
While it’s historically been the boring afterthought platform to post your resume, trust us, LinkedIn is changing and it’s becoming increasingly more interesting and dynamic by the day. Think about it - one thing we’re always harping on here at M.T. Deco is getting the most out of your time spent on social platforms - and which platform does that better than LinkedIn? None! LinkedIn gives you practically direct access to high profile executives and hiring managers. That’s pretty amazing and powerful!
So if you’re ready to start upping your LinkedIn game, here’s our top tips on getting started [which is helpful to pair with your overall digital strategy, if you’re feeling ambitious]:
Publishing - Focus on content in areas where you currently - or aspire to - work, and post 2-3 times per week:
Life updates [new jobs, promotions, internships, awards received, etc.]
The behind-the-scenes of initiatives, projects, volunteering, advocacy, and social impact work
A point of view / thought / question on relevant news, articles, books
Networking - Build your professional network from the inside out. Start with friends, family, current and former colleagues, teachers / professors, organizations you’re associated with, etc:
Connect: A ‘connection’ on LinkedIn is like ‘friending’ someone on Facebook in that you’ll be able to see each other’s posts
Follow: Follow public organizations, companies, and thought leaders [including M.T. Deco!]
Jobs | B2B connections - Optimize search and discovery:
LinkedIn surfaces jobs / opportunities based on profile interests, so be sure to fill those out
Add your resume to your LinkedIn profile for recruiters that may come across you
Proactively search for opportunities at LinkedIn.com/jobs [use filters to do so]
Recommendations - What MOST recruiters look for on LinkedIn are unique and detailed recommendations:
Request recommendations from managers, colleagues, or professors if you’re recently graduated
Write recommendations for others; be specific and highlight skills that make that person unique
LinkedIn groups - LinkedIn groups are a place to connect, ask for guidance, and share experiences:
Request to join LinkedIn group[s] for your current and future industries at LinkedIn.com/groups
more on the MTD blog
inspo
are you paying attention?
