Social Media News You Can Use in March
This week, LinkedIn hints at a potential change to their algorithm, insights into how older adults use TikTok, and Meta looks to get ahead of challenges with political content.
LinkedIn Indicates New Algorithm Changes
On Entrepreneur's "Problem Solvers" podcast, LinkedIn's editor-in-chief Dan Roth discussed potential content changes and strategic approaches that could impact your brand’s platform strategy.
First, LinkedIn is shifting away from the “trend-chasing” tactics that are popular and effective in other social media platforms like TikTok. Instead, Roth sees LinkedIn's future as a platform where value is produced by publishing useful, evergreen content that helps users learn and identify business insights or opportunities. Roth said that LinkedIn users should focus less on trending topics and more on regularly sharing knowledge over time.
How Adults In The U.S. Use TikTok
Is TikTok geared toward older adults? Maybe not, but at the very least, the app is less focused on Generation Z than most headlines suggest. According to journalist Ryan Broderick, approximately 40% of TikTok users are in their 30s and 40s, also known as millennials (and some Gen Xers).
For comparison, a decade ago, that age group made up only 20% of Instagram's user population. Broderick discovered another remarkable data point that may scare the teenagers in your life into declaring that TikTok is no longer cool. Users between the ages of 35 and 49 are more likely to upload videos than those aged 18 to 34.
Overall, the article debunks the idea that TikTok is only for millennials and Generation Z. It emphasizes the platform's growing appeal among people of all ages and demographics, with each group having its usage patterns and motivations.
Meta's Looking to Reduce Reach of Political Content
Suppose you don't already follow accounts on social media that regularly post political content. If so, you're less likely to stumble across it this election season, as Meta is deliberately working to limit the reach of political content for users who aren’t seeking it. However, because so many things are in flux and even “evergreen” content might cross into the political realm as Meta currently lacks a clear definition of what will and will not qualify.
According to Social Media Today, "This is a significant shift, especially when you consider that historically, the best-performing posts in social apps have been those that generate a lot of replies, and the content that's most likely to trigger a response is that which sparks an emotional response." That could be joy or happiness, but it can also signify anger and outrage, which political content excels at." It will be interesting to observe the actual effects as Meta seeks to broaden this technique.
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