From the course: Social Media Marketing Trends

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Strategizing in a fragmented social media landscape

Strategizing in a fragmented social media landscape

From the course: Social Media Marketing Trends

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Strategizing in a fragmented social media landscape

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(light music) - Being overly reliant on one social network is bad for your marketing. That's because the results you'll earn from a single channel are too closely tied to shifts in their business strategy, fluctuations in their pricing, and you're beholden to just follow along. Yet, it's a trap many organizations have fallen into over the years, as Meta and Google have long held a majority of the market share in digital advertising, giving brands limited options. Luckily, you've got more choices today than ever before. The marketing industry has rapidly evolved from COVID, privacy changes, and with the addition of new channels and ad networks, this has led to a fragmented social media landscape. For the most part, advertisers are just less beholden to any singular social channel. So you can now more evenly distribute your budget to reduce the risk of any activity underperforming, and you have more leverage against these…

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