If your brand isn’t keeping its finger firmly on the pulse and zeitgeist of social media, you’re risking a rapid decline into irrelevancy in the eyes of the consumer.
That’s the blunt assessment of local media monitoring guru Joe Hamman, the founder and CEO of Novus Group, who says the explosion in social media in the last couple of years alone offers massive challenges for brands – but at the same time, it brings incredible new opportunities for brands to tap into consumer sentiment.
In January this year, there were more than five billion internet users worldwide – and of these, 4.76 billion were active on social media. Perhaps more significantly, the number of social media users globally almost tripled from 2013. At the same time, the social media landscape has seen significant evolutions, from the rise of short video platforms like Instagram Reels, TikTok, and YouTube Shorts to the rebranding of Twitter (now X) and the launch of Threads.
This has seen a massive acceleration in social media usage. TikTok took just under three years to reach one billion users, while YouTube Shorts has garnered over 3.5 billion daily views since its launch. Meanwhile Threads, Meta’s X clone, has seen 150 million downloads in under two weeks of it launching.
“Regardless of the platform, companies have to be active on social media, as it commands massive attention and engagement. But more than simply having a profile, it is essential to harness social media’s full potential to ensure brand safety and sustainability,” says Hamman.
The benefits of monitoring social media are clear. Real-time feedback provides instant insights during campaign rollouts, allowing for rapid adjustments based on user reactions. Understanding audience sentiment offers brands a clearer perspective on how their content is received. Monitoring also offers the ability to recognise emerging trends, track competitors, and detect early signs of a potential crisis.
For platforms with restricted APIs, like Threads, monitoring extends its gaze, capturing what’s being said in wider media and other more accessible platforms. Such insights help brands navigate unfamiliar waters with confidence.
“This digital explosion offers endless opportunities, but it can also be overwhelming. That’s where you need AI-driven tools to refine vast amounts of data to help deliver actionable insights. Brands can then focus on what truly matters, safeguarding their reputation while making informed decisions,” says Hamman.
For more information on how media monitoring is reshaping brand strategies in the digital age, please contact Novus Group.