Another key dynamic in social media is an increase in fragmentation between communities and platforms online. Social media platforms are more and more associated with a specific age group or community, for instance with TikTok and Gen Z, or Pinterest and creatives.

It’s important for marketers to acknowledge this dynamic and adapt their content and distribution strategies accordingly. In some instances, it makes sense for them to work with existing digital companies that can access those established audiences and distribution channels, in order to amplify their messages, while maintaining a targeted approach.