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https://digitalpress.ugm.ac.id/article/256

https://www.salesforce.com/marketing/?bc=HA

One big implication for brands is that social media is becoming less about broadcasting and more about building real, ongoing relationships across multiple touchpoints. Customers now expect brands to respond quickly, offer support, and show a consistent personality across platforms like Instagram, TikTok, X, and private communities or DMs. This means a company’s existing strategy of scheduled posts and one-way promotion will need to evolve into always-on engagement, tighter integration with customer service, and more authentic, human content. This shift is driven by both technology (algorithms favoring engagement, real-time features, social commerce tools) and human behavior (people relying on social for discovery, recommendations, and direct interaction with brands).

Another important implication is the rise of AI-driven personalization and social media as a search and shopping engine, which changes how brands plan content and measure success. Platforms are increasingly using AI to tailor feeds, recommend creators, and surface posts based on micro-behaviors, meaning brands will have to design content that is searchable, relevant, and useful—not just “pretty” or promotional. At the same time, social commerce and shoppable posts are turning feeds into storefronts, so marketing, sales, and data teams need to work together to track journeys from content view to purchase. This is again a mix of behavior and technology: people are more comfortable buying directly in apps, while platforms keep adding tools that make that seamless.

Going forward, brands will also need to navigate a stronger demand for authenticity and trust in an environment flooded with AI-generated content and influencers. Users are getting better at spotting overly polished or insincere posts, and they tend to reward brands, creators, and even employees who show more real, imperfect, and values-driven content. For companies, this may mean updating their current social strategy to include creator-style content, employee advocacy, clearer values, and more transparency about how they use data and AI. These implications clearly come from both changing human expectations (desire for connection, transparency, and relevance) and changing technology (AI tools, new formats, evolving algorithms), and companies that ignore either side risk feeling outdated very quickly.