Trend overview

Social media marketing is undergoing its most seismic shift since the arrival of the smartphone. Under scrutiny from furious lawmakers, concerned health experts and anxious advertisers, platforms are enacting major changes to the organisation of personal and professional posts. This, in turn, is having a profound impact on the ways in which brands interact with consumers via social channels.

The watershed moment came on 12 January, when Facebook founder Mark Zuckerberg announced the most radical overhaul of the platform’s news feed to date. In a lengthy post, Zuckerberg said he was committed to creating the conditions for “more meaningful social interactions”. This meant cutting back on the levels of “public content” from advertisers and publishers, and shifting the balance towards posts from family and friends.