“Why Marketers Should Be Patient With Social Media”

When it comes to social media, it seems like a new platform pops up every week. And if it’s not a new platform, then it’s an algorithm change, or a procedure change, or a privacy change or something else – it’s always changing. And when these changes happen, most marketers rush to jump on these new platforms or immediately start catering their content to platform changes without letting the changes play out.

For every new social media platform that pops up, an existing social media platform always tends to adopt that same technology into their existing platforms. For example, when Snapchat came along, we heard people say it was the end of Instagram, but then Instagram adopted the Stories feature – as did Facebook, Twitter and LinkedIn. When Tik Tok came along, we heard people say it was the end of Snapchat and Instagram, but then Instagram adopted Reels. When Clubhouse came along, people said it would eliminate our time on other social platforms, but Facebook is now launching live audio rooms.

Change is constant. Patience is paramount.

As marketers, learn to embrace the changes that come, but have the patience to see these changes through. Don’t rush to adjust your sails to the ever-changing winds of social media, instead, stay the course. There is always time to pull out your map and chart a new course.