Short Video Format to Maintain Its Hold on Users, Predicts Nina Nadaraia

In the latest installment of "Business Partner's" weekly feature "Digital Partner," which delves into the dynamic realm of digital marketing, Nina Nadaraya sheds light on the metrics social media marketers prioritize and the content strategies likely to captivate audiences in the years ahead.

On the metrics critical to social media marketers:

"Social media encompasses a vast array of elements, so metrics are tailored to specific objectives. For brand imaging, we consider absolute numbers like content engagement, reach, reactions, shares, and comments. In community management, it's the flow and response of direct messages. For e-commerce, the focus is on the conversion rates from social media interactions to sales."

On the advantages of real-time analytics for businesses:

"Unlike static ads, social media allows for detailed real-time analysis. This capability grants businesses agility to amplify successful campaigns or recalibrate underperforming ones on the fly. This level of analysis, especially when linked to sales, can be a game-changer for businesses."

Highlighting the preferred social media management tools:

"There's a plethora of tools for analytics, content scheduling, and video editing. While Facebook's inbuilt content management systems suffice for local markets, global campaigns often require additional tools for managing tasks and coordinating teams."

Identifying the rising social media platform for businesses in Georgia:

"In Georgia, Facebook remains predominant for business outreach. Instagram's traction is growing, and TikTok's popularity has surged. We're also seeing a rise in YouTube content creators, diversifying the platform's appeal. However, Twitter and Snapchat haven't captured the Georgian market as strongly."

Forecasting the main challenges and trends for 2024:

"The buzzword is artificial intelligence, poised to revolutionize marketing from copywriting to analytics, enhancing targeting and content refinement. Additionally, the trend of short-form video content is expected to rise, with micro-influencers gaining more influence."