How Brands Can Stay Relevant in the Future of Social Media Marketing

Crafting the Perfect Informative Post

Research from Adobe Express shows that 65% of Gen Z use TikTok or Instagram as search engines. Although Google still leads in verification and depth of research, social media has become the go-to platform for inspiration and idea discovery. And it makes sense, as social media's visual and easy-to-digest format lets users process information quickly.

To keep up with how users consume content, social media platforms continue to adapt their formats. For example, Instagram has introduced carousel posts alongside single images, providing an effective way to share information in a more structured but still short-form format. TikTok has also introduced similar features, despite being known for short-form video. One reason for this is that short videos still demand full attention, and users often need to pause or replay if they miss something.

For many users, short-form content like carousels is enough. It answers quick questions and sparks initial curiosity. But when they need the full picture, they turn to long-form content such as blog posts or articles that go deeper than a quick scroll can offer.

So, how should creators adapt? It starts with understanding the purpose behind the content, because purpose is what determines the format. Get clear on that, and choosing the right form becomes far more deliberate.

Some content calls for fast, entertaining execution that rides a trend. That's where short-form thrives. But there's always room to go deeper, to move beyond entertainment and offer real value through detail. That's where long-form earns its place, whether it's a YouTube video, a long thread on X, or an in-depth carousel.

Keeping Pace with Social Media Trends

As the pace of information on social media continues to accelerate, and the demand for speed in content creation becomes unavoidable. Being fast has become a defining factor in today's social media landscape. While conventional content allows time to research, refine, and verify, it often struggles to keep up with the short lifespan of social media trends, which last only 1–2 weeks.

Spending too much time in production can result in missed momentum, where the audience has already moved on by the time the content is published. However, accelerating the process introduces another challenge in maintaining quality and credibility. Creating engaging content is already a complex task, and doing so under constant time pressure while trends evolve daily can quickly become overwhelming.

Content creators are not only expected to respond quickly, but also to anticipate what might gain traction next. This fast-moving environment can lead to burnout if not managed carefully. As a result, modern challenges require modern solutions. AI tools are increasingly becoming essential in supporting social media teams in helping streamline workflows and reduce production time.

For content creators and marketers, this evolution brings both pressure and opportunity. The demand for quality content, consistency, and brand voice is higher than ever. While AI content-generating tools like Jasper AI and Copy.ai can accelerate production and creative thinking, the human touch remains essential to building user trust, encouraging engagement, and creating meaningful connections.

That said, the role of AI should be approached mindfully. While AI can generate content from simple prompts, it should not replace creative thinking. Originality and the human touch remain critical in building meaningful, engaging content. Rather than relying on AI to fully create, creators should use it as a collaborative tool that enhances ideas, refines execution, and supports the creative process.

Creating Content to Build Users’ Trust

As content becomes more frequent, building trust becomes equally important. Back then, promoting products was largely driven by persuasive campaigns. Users could be influenced directly by how a company presented and communicated its product. Today, however, the focus has shifted toward building users' trust through more authentic and relatable content.

Users seek genuine proof that the product truly works, often turning to real experiences shared by people they trust. As a result, many brands collaborate with influencers whose credibility and relatability not only make their recommendations feel more authentic than traditional advertising but also help build trust with their audience.

Frank Body, a Melbourne-based skincare brand, is an example of how authentic content can build user trust. The brand introduced an all-natural coffee scrub targeting people frustrated with harsh chemical skincare products and poorly treated skin. Instead of relying on traditional advertising, Frank Body shipped sample products to micro-influencers across Australia, encouraging them to try the scrub and share their genuine experiences.

The response was overwhelming. Thousands of user-generated posts flooded Instagram under the hashtag #thefrankeffect. This proves that user trust is not built through polished content, but through honest, relatable experiences that give others the confidence that the product truly works. What makes this case remarkable is that the trust has compounded over time, since users continue posting under #thefrankeffect to this day, more than a decade after the campaign first launched.

Gaining Audience Engagement, Not Just Awareness

The power of social media lies in raising awareness. Many brands invest heavily in social media simply to make users aware of their existence. As views, likes, and comments grow, one key issue emerges: awareness alone is not enough, because companies ultimately need to generate profit. This is where the real challenge begins, as users are often more focused on the trends than on making purchases.

Following viral trends like dances or humor can help a brand gain visibility. But views don't always equal engagement. Most users laugh, scroll, and move on without ever connecting with the brand behind it. And in a world where social media has become a shopping destination (e-commerce), grabbing attention is only half the battle. Brands need to create content that builds a connection and gives people a real reason to choose their product.

So how can brands move beyond awareness and turn engagement into sales? As demonstrated by Frank Body's content strategy, brands need to produce relatable content. Content should not only follow trends, but also align with the brand's niche and identity. It is no longer just about highlighting product features, but about demonstrating them while encouraging users to share their thoughts and interact with the brand.

By creating compelling storytelling about how the product solves a real problem, users are more likely to think “this is relevant to me” or “I need this solution,” which can lead them to take action. This reinforces an important point that the human touch remains essential, especially when building meaningful content and driving sales.