Today, in 2026, that fascination with anticipating what is to come remains intact. But in digital communication, it is no longer just an exercise in curiosity; it is a strategic necessity. Platforms change, algorithms mutate, audiences fragment, and technology advances at a speed that forces us to constantly rethink what we communicate, how we do it, and, above all, for whom.

If 2024 was the year artificial intelligence finally took off, and 2025 was the year it became normalised (with ups and downs), 2026 looks set to be the year of maturity. A turning point at which digital communication will cease to be obsessed with scale and automation and refocus on something as old as it is essential: people, usefulness and trust.

These are the main trends in digital communication for 2026 that we are already beginning to detect and that will set the agenda for brands, institutions and creators of content.

Back to human: the value of what is not done with AI

After several years of technological euphoria, 2026 will consolidate a clear reaction: fatigue in the face of mass-produced, generic, and soulless content. So-called AI slop (mass-produced texts, images and videos with no real value or criteria, or even of poor quality that demonstrate a lack of care in their production) will begin to be penalised not only by audiences, but also by the platforms themselves.

Paradoxically, artificial intelligence will continue to be a key tool, but its use will become increasingly invisible. The brands that stand out will be those capable of demonstrating human sensitivity, editorial judgement and authenticity. The imperfect, the handcrafted and the clearly human will gain relevance over the artificially perfect.

It is no coincidence that we have already seen campaigns withdrawn for abusing AI-generated resources or for failing to pass a minimum creative and ethical filter. In 2026, communication will be, more than ever, a question of intention and not just efficiency.

GEO and algorithmic reputation: communicating for AI (without forgetting about people)

Traditional SEO is not disappearing, but evolving. In 2026, brands will compete on new ground: that of GEO (Generative Engine Optimisation), i.e. optimisation for AI-based response engines.

We will witness the rise of the so-called zero-click world: searches that will no longer drive traffic to a website, but will be resolved directly in the search engine or conversational assistant itself. This will force a complete rethink of digital visibility strategies.

In this context, a concept that is still in its infancy but decisive will come into play: algorithmic reputation. What does AI say about your brand, what sources does it use, what context it offers and what biases it reproduces. In 2026, this variable will begin (hopefully) to be integrated into plans for digital and reputational crisis management.

Brands that understand how to train their digital presence for these new environments (media, experts, quotable and consistent content) will have an advantage in a scenario where it is no longer enough to position oneself, but rather to be referenced.

Politics and geopolitics: from the margins to the centre of digital content

Far from being a passing fad, politics and geopolitics are establishing themselves as key topics in digital communication and social media. The reason is simple: the global media agenda spans all areas (including economics, technology, energy, defence and digital rights), and audiences, with increasingly specialised profiles and in many cases followers of current affairs, demand context.

Clear examples are the TikTok communication strategies of institutions such as Moncloa, the Prado Museum, and political figures such as the Mayor of New York, Zohran Mamdani, who have understood that social media is not only a space for entertainment, but also for education and storytelling.

To this we can add the rise of newsletters and personal analysis formats. We can give as an example the Monthly active management, the monthly newsletter by Iván Díez, Country Head of Iberia and Latam of La Financière de l’Échiquier, on current events in markets (and many other topics), which demonstrate that there is an appetite for complex content explained in a clear and accessible manner.

In 2026, brands will not be able to ignore this context. Even those that do not explicitly discuss politics will need to understand the geopolitical framework in which they operate and how it affects their narrative.

Fewer likes, fewer comments… more real value.

One of the great frustrations of communication teams in recent years has been the gradual decline in visible engagement. In 2026, this trend will become more pronounced: there will be fewer likes and fewer comments, even on high-quality content.

The difference will be made by usefulness. Metrics such as saves or shares, viewing time, and recurrence will become much more relevant indicators than superficial interaction.

The formats that will work best are those aimed at solving specific problems or providing practical knowledge: tips, explained trends, tutorials, step-by-step guides, recipes, or applicable analyses.

Effective communication in 2026 will not be synonymous with virality, but rather with sustained relevance.

No more masses: hyper-segmentation and hyper-personalisation

This trend is not new, but in 2026 it reaches full maturity. Mass communication ceases to make sense in an ecosystem where there is no longer a homogeneous audience. There is no mass; there are communities, niches and micro-interests.

Hyper-segmentation of audiences and hyper-personalisation of messages (two terms we were already using in 2025) become a strategic requirement. It is not just a question of adapting the channel, but also the language, approach, timing and value provided to each audience.

Communication becomes surgical. Fewer impacts, but better targeted. Less noise and more connection. The goal is no longer reach, but rather building solid, lasting bonds.

Deepfakes and fake news: a structural threat

Unfortunately, another trend that will become more prevalent in 2026 is the increase in deepfakes and fake news. Technology is advancing faster than regulation and digital literacy, creating a perfect breeding ground for misinformation.

Recent cases, such as certain media crises linked to generative AI tools (the most notorious being Grok), highlight the fragility of the current information ecosystem. And everything points to us seeing more similar episodes throughout the year.

For brands, this means taking on a new reputational risk. Monitoring, verification and responsiveness are no longer optional. Digital communication in 2026 will need to incorporate clear protocols for dealing with content manipulation and identity theft.

Conclusion: communicate less, but better

Digital communication trends for 2026 paint a demanding picture, but also one of a new world full of opportunities. This will be the year when technology ceases to be the focus of discussion and becomes a tool at the service of judgement and strategy but, above all, of trust.

In a way, we are returning to the fundamentals: understanding who we are talking to, providing real value, and protecting our reputation. We must accept the responsibility that comes with communicating in a hyperconnected environment.

In a world saturated with messages, winning will not be shouting louder, but saying something that really deserves to be heard.

La entrada 6 digital communication trends for 2026: less noise, more judgment se publicó primero en Agencia comma.

That map has changed, and apparently there is no turning back. Generative AI assistants such as ChatGPT, Gemini, and Claude have become the new mediators: they no longer just display links, they search, interpret and write a single response for each user based on what they find on the web.

This is the context in which GEO (Generative Engine Optimisation) was born: optimisation for generative AI engines. It does not replace SEO, but rather expands on it and redefines what it means today to be visible and credible to your audiences.

In this article, we explain what GEO is, why it matters to communication teams, and what the first steps are. and what first steps you can take so that your brand begins to position itself in the brand start to position itself in the search engines of AI.

From search engine to assistant: what has really changed?

With traditional search engines, visibility was measured in positions: being on the first page, appearing ahead of the competition, gaining clicks on certain keywords. The user was the one who decided which link deserved their attention.

With AI assistants, the visibility unit is no longer a URL, but a paragraph within a response. The model decides which sources to consult, how to combine them, and which fragments to incorporate. For the brand, the dilemma boils down to something very binary: to be or not to be within that text.

This introduces three fundamental changes. First, the importance of open and authoritative sources. AI relies primarily on accessible, well-structured content from domains that already carry some weight. Second, the idea that there is no longer a ‘page 2’: if you don’t appear in that first response, you disappear from that user’s radar. And third, the loss of control over the specific snippet that will be displayed; AI cuts, summarises and reinterprets, and in that process shapes your story.

What is GEO and how does it relate to SEO?

SEO continues to follow a well-known logic: optimising websites and content so that search engines can find them, interpret them and display them in relevant positions. The GEO does not break with that logic, but it does displace it. The objective ceases to be solely “that they find me” to become “that they use me as a source”.

GEO focuses on increasing the presence of the brand in AI-generated responses: ensuring that the assistant cites us as an example, recommends us, describes us correctly, or includes links to our content. The indicator is no longer just visits from Google, but the frequency and quality with which we appear in the responses of different models.

To achieve this, the playing field is expanding. It is not enough to optimise the corporate website. Enter earned media (media coverage), open blogs, reports and studies cited by others, sector repositories and databases, institutional pages and even certain social media profiles. Everything that models can ‘read’ about the brand is part of the GEO.

In summary: SEO continues to be necessary, because many models rely on search engines to complete information. But GEO adds a strategic layer: taking care of the footprint global that we leave on the ecosystem of content that feeds AI.

Algorithmic reputation: the image that AI constructs of your brand.

In this context, it makes sense to talk about algorithmic reputation. If traditional reputation is the image that different audiences have of an organisation, algorithmic reputation is the image that algorithms construct based on available content.

It manifests itself in very specific ways: how AI explains who you are and what you do, what milestones it highlights when asked for a ‘summary’ or ‘career history’, what topics it associates with your name, whether it links you to innovation, sustainability or conflict, whether it mentions past crises without contextualising them, or whether it completely ignores your key messages.

That reputation is fuelled above all by unpaid content: articles from media outlets, institutional documents, corporate blogs, reports, pages of independent organisations. Press releases and campaigns continue to be important, but above all insofar as they generate coverageexternal references that will then be read and reused.

For communication professionals, this opens up two lines of work. On the one hand, diagnosing what today’s AI models are telling about the brand, the spokespersons and the sector. On the other hand, planning content and relationships with the media with an eye also on that algorithmic narrative: what we want the AI to find, from where we want it to draw its definitions, what sources we are interested in reinforcing.

GEO in practice: where to begin from communication

Although GEO may sound very technical, the first steps are quite natural for a communications team.

The starting point is to review the basic content of identity and activity: who we are, what we do, how we are different, what figures or data define us. This information should be available on clear, up-to-date and easily indexable pages, not just in PDFs of reports or old press releases. If there are long, unavoidable documents, it is a good idea to accompany them with summaries in web format.

In parallel, it is useful to make an inventory of presence in external sources: articles in media, opinion columns of opinion, interviews, participation in reports sector reports, mentions on websites of associations, rankings or institutions. All this helps so that, when the AI searches for context about the brand, it will find descriptions that are coherent and consistent.

It is also worth adapting the way certain content is written to make it more ‘quotable’: clear answers to frequently asked questions about the sector, definitions of key concepts, step-by-step explanations of processes that you master as an organisation. The easier it is to reuse a paragraph to explain something to third parties, the easier it will be for an AI model to integrate it into its responses.

Finally, there is one exercise that is very simple and makes a big difference: start doing AI listening starting to do basic AI listening exercises. It’s as simple as always asking the same three or four questions about the brand and the sector to several attendees, save the answers and observe the evolution over time. This observation will allow adjusting the strategy of content and prioritising actions by GEO where more is needed to be done.

La entrada The paradigm shift: from optimising for Google (SEO) to optimising for AI engines (GEO) as well. se publicó primero en Agencia comma.

Not so long ago, many thought that LinkedIn was doomed to be a corporate corner, a showcase for resumes and congratulations on work anniversaries. But the platform has shown that it knows how to reinvent itself: today it is one of the most vibrant scenarios of digital communication, driving trends such as the rise of professional videos, the boom of interactive carousels or the surprising success of surveys to generate conversation and reach.

These insights are from Metricool’s LinkedIn 2025 Study, with data from 577,180 posts from 47,735 LinkedIn pages.

Moreover, everything points to the fact that LinkedIn in 2025 will not only consolidate this growth, but will continue to evolve to become an essential ally for those who understand that communicating well is more important than ever.

LinkedIn in 2025 gets stronger

Far from being relegated to more visual or fast consumption platforms, LinkedIn maintains its relevance and, in fact, consolidates itself as a strategic space for digital communication.

Its commitment to formats that encourage interaction and niche analysis, together with an increasingly active and specialized ecosystem, has reinforced its role as an indispensable network for brands and professionals. The possibility of generating valuable conversations and connecting directly with segmented audiences is today one of its main strengths.

The network has experienced a generalized growth in interactions (+206%), in clicks (+28%) and, especially, in video consumption (+53%). However, it is not all good news: the “shares” of small and medium-sized pages fell significantly (-13.63% and -13.85%).

LinkedIn not only remains relevant, but has transformed into an environment conducive to active professional conversation and consumption of specialized content.

LinkedIn is a golden opportunity for the financial sector

In finance, LinkedIn remains an indispensable platform. Financial services are among the sectors that generate the most clicks per post. This indicates that technical content, analysis reports and niche publications work particularly well. Audiences are looking for relevant and specialized information, shying away from generic messages and preferring proposals that provide real value.

This behavior consolidates LinkedIn as a natural space for brands that want to position themselves as knowledge leaders, a trend that is especially reflected in the growing consumption of reports, sector studies and market analysis within the platform.

Successful content

Video is the main protagonist. Publications in video format not only increase in quantity, but also in engagement and impressions (+73.39% increase in impressions).

Carousels (documents in “page turn” format) also stand out as the type of content with the highest engagement (45.85%) and capacity to generate interactions. As opposed to static content or pure text, formats that favor interactivity and dynamic consumption are capturing the attention of professional audiences.

Until recently, LinkedIn was dominated by long text posts and traditional corporate updates. Today, however, the content that works best relies on visual dynamics, interactivity and rapid consumption, adapting to an audience that demands more immediacy and authenticity in every interaction.

New best practices. Innovate without fear

Contrary to popular belief, LinkedIn is no longer dominated by text-only posts or simple images. While traditionally those formats were the most prevalent, today the landscape has changed dramatically. Here are some of the best practices that are making a difference in 2025:

• Carousels. This format, common on Instagram, has found its place on LinkedIn. It favors visual storytelling and encourages user interaction by encouraging “slideshows,” which increases viewing time and improves reach.
• Video. Video posts generate higher engagement and benefit from a boost in the platform’s algorithm. Telling stories in motion and in an authentic way is key to capturing the attention of increasingly visual audiences.
• Surveys. Although they represent a very small part of the publications, polls achieve an exceptional reach (+206.33%). They invite direct audience participation and are an excellent resource for energizing the conversation and increasing visibility.

These trends demonstrate that LinkedIn rewards content that encourages real interaction, active participation and dynamic consumption, increasingly moving away from the traditional static model.

Is it easy to grow on LinkedIn?

The answer is clear: no. LinkedIn continues to be the platform where it is most difficult to grow in terms of number of followers. Only 17.68% of accounts managed to climb the ranks (e.g., from less than 1,000 to more than 1,000 followers) in the last year. However, this slower growth also implies a more engaged and active community, where each new follower tends to have a much higher value than on other platforms.

Outlook for 2025 (and beyond)

Digital communication on LinkedIn is moving towards a greater sophistication of formats and a clear commitment to valuable content. Videos, carousels and polls will be essential to stand out. Likewise, the segmentation of content according to audiences and the capacity for personalization will be decisive for success. LinkedIn is emerging as a space where quality takes precedence over quantity, and where the ability to generate meaningful conversations will be the key to winning over an increasingly demanding audience.

La entrada LinkedIn in 2025: what the data tells us se publicó primero en Agencia comma.

From the absolute dominance of the reel on Instagram, we are moving, once again, to the adoption of the traditional post (if we want to have a good reach). From a LinkedIn focused on professional achievements, we are moving to a social media, almost of a new nature, in which content and stories take precedence. There are also drastic changes in other platforms such as Twitch, the favorite (or not so much anymore) of streamers, or X, the renowned “new cradle of misinformation”.

Before analyzing these changes in depth, let’s take a look at the trends we will see reigning this 2025 in the complex and diverse social media ecosystem.

Key social media trends for 2025

Beyond the possible evolutions that each platform will undergo individually, this year we will see general changes that are shaping a new way of communicating on social media.

AI takes control of content

Artificial intelligence is revolutionizing the world of content, from better recommendation algorithms (“it looks like Instagram is spying on me!”) to automatically generated content. The future of this trend is so strong that the social media X, owned by tycoon Elon Musk, incorporates Grok as standard, its AI capable of generating content that is triumphing among the platform’s users.

Micro-influencers will have (even) more prominence

Microinfluencers and hypersegmentation go practically hand in hand: one is a consequence of the other, and vice versa. Is there a better way to approach specific and segmented communities than through opinion leaders or influencers admired by those communities? The answer is obvious: no. Brands prefer collaborations with smaller, but highly engaged communities.

The rise of user generated content (UGC)

Users and employees have become the best brand ambassadors, and brands find themselves with an almost priceless opportunity (but also with an unimaginable risk). Unboxings, hauls, tutorials… Users and content creators are incredibly imaginative when it comes to inventing new formats never seen before and with great appeal for their communities.

Audio formats resurge (amidst so much video)

Although their boom seemed to be a thing of the past, voice-over content is finding its place on platforms such as YouTube and LinkedIn. These formats are perfect to enhance personal branding, but also to reach specific audiences with storytelling and key messages.

Analysis and what to expect from social media in 2025

In view of these trends, the conclusions reached by Metricool in its Social Media Study 2025 will become clearer. This report, already considered a reference for those of us dedicated to digital communication, is a detailed x-ray of an ecosystem in constant transformation.

TikTok and YouTube: the dynamic duo of outreach

It is no coincidence that TikTok and YouTube continue to dominate the scene. TikTok, with 71% more viewing time, and YouTube, with 2.7 billion monthly active users, are the platforms where brands can achieve greater visibility without relying exclusively on paid advertising.

comma recommendation: take advantage of the short video format. TikTok and YouTube Shorts are still booming and offer a perfect space to connect with your audience in seconds.

Instagram: when posts shine again

Instagram has rewritten its own history. While the almighty reels have lost 20% of reach, the previously useless posts have grown by 21%. Carousels of up to 20 images have become the star tool for generating interaction and retention.

comma’s recommendation: don’t focus all your efforts on creating reels. Well-designed carousels can become an engagement engine, helping to keep the attention of your community.

LinkedIn: the new engagement giant

It used to be the social media for finding jobs and CVs. Today, LinkedIn is a space for valuable content. In 2024, its interactions increased by 99%, making it a fertile ground for personal and professional branding.

comma’s recommendation: bet on valuable content. Storytelling, sector-specific insights and formats such as newsletters are the most popular on the social media.

Facebook: still the king of web traffic

Despite a 41% drop in reach, Facebook remains the best platform for generating traffic. With 413 clicks per post on average, it remains key for brands with conversion-based strategies.

comma recommendation: if your goal is to drive traffic to your website, Facebook remains a key player. Combine posts with links and take advantage of the synergy with Instagram.

X (Twitter) and Twitch: uncertain times

X has had a turbulent year (and will likely continue to have a turbulent year). Despite a 50% increase in impressions, its engagement is down 30%. Meanwhile, Twitch is facing a deep crisis, with an 88% drop in subscriptions and its content creators migrating to other platforms.

comma recommendation: if your audience is on X or Twitch, diversify. Don’t put all your eggs in one basket and explore alternatives such as Threads, YouTube or TikTok.

The ideal funnel for social media

Metricool’s study suggests a strategic approach based on data, very useful to take into account in content planning and strategy creation.

• Top of the Funnel (increase visibility): TikTok and YouTube are ideal for reaching new audiences.
• Middle of the Funnel (getting interaction): LinkedIn and YouTube generate higher engagement.
• Bottom of the Funnel (getting to conversion): Facebook and LinkedIn stand out in traffic and lead generation.

Recap

2025 presents us with an ever-changing social media landscape, where AI, micro-influencers and user-generated content will take center stage. While TikTok and YouTube dominate reach, Instagram posts are regaining their value, LinkedIn is consolidating its position as engagement leader and Facebook remains key for web traffic. X and Twitch, meanwhile, are in the doldrums, making it necessary to diversify strategies.

To succeed in this new digital ecosystem, it is crucial to adapt strategies to each platform, leveraging the power of each social media: TikTok and YouTube for visibility, LinkedIn and YouTube for interaction, and Facebook and LinkedIn for conversion. The key will be flexibility, innovation and the ability to connect with the audience through valuable content.

La entrada Social media in 2025: a digital ecosystem with new rules se publicó primero en Agencia comma.

Taking care of organic before moving to paid media

Paid media or network advertising is phenomenal. We invest to see better results in a given campaign: more views, more clicks, brand awareness, leads, registrations. Great. A shot that can last more or less time, but always with an eye on the short term. That’s when we should ask ourselves: are we taking care of our organic strategy? Are we thinking in the long term? Lately, we have come across many cases in which the intention is to play everything on a high-budget. However, the organic side of those networks is neglected, without periodicity, without strategy. In other words, meaningless. The key is to start taking care and pampering the organic to have a solid foundation in the long term, and in order to get those results we expect in the campaigns, but in a much stronger way and with ‘foundations’. Once we have this clear, which I think it was important to mention, let’s get into some theory about advertising on social media.

Types of social media advertising

Obviously the first thing we need to be aware of is the various social media ad formats (in general ) that allow us to reach our audience more effectively. Some of the most commonly used formats (regardless of platform) include:

• Image ads: used on all social platforms, these ads can be either still images or GIFs that capture the user ‘s attention quickly.
• Video ads: very effective for generating engagement, videos allow you to tell brand stories in a creative and engaging way. They are ideal for platforms like Instagram and TikTok, where video dominates the content. By the way,did you know that, according to Google, paid ads on YouTube for mobile are 84% more likely to grab viewers ‘ attention than traditional TV ads?
• Carousel or setads: display multiple images or videos in a single ad, which can increase interaction by allowing the user to explore more content. On LinkedIn you can find this guide to making carousel ads very useful.
• Dynamic ads: designed to encourage interaction, such as Instagram stories or reels or TikTok videos .
• Direct message advertisements: sponsored messages sent through platforms such as Facebook Messenger or LinkedIn InMail, which allow for more personalised communication. They are not as common and are much more invasive… so you have to be very careful when opting for this format.

Source: SemRush.

What should we take into account when running a paid social a paid social media campaign?

As I said at the beginning, without a strategy, without a solid knowledge and work that only gives you the -organic- day to day of your account, you are more than likely to end up ‘throwing’ money away. These are some of the basic points to keep in mind keep in mind when putting together your paid strategy and that you probably already have clear if you have worked well on the organic part.

1. Know your audience

To maximise the impact of your social media ads, it is crucial to have a thorough understanding of your target audience. This involves not only understanding their basic demographics – such as age, gender and location – but also delving into more detailed aspects such as their interests, but also delving into more detailed aspects such as their interests, online behaviour and consumption habits. In addition, it is important to it is important to do research and analyse the data available from your previous campaigns (if you have any, of course). Platforms like Meta or LinkedIn Business or Google Analytics (even Search Console) offer valuable data about your audience ‘ s behaviour, such as the times of day they are most active, what type of devices they use and how they interact with your content. Leveraging this information will allow you to adjust your campaigns to be more effective and targeted.

2. Define clear objectives

Defining clear objectives is an essential step for any social media advertising campaign. A clear goal not only gives you direction, but also allows you to measure the success of your efforts. Objectives should be specific, measurable, achievable, relevant and time-bound (SMART). For example, rather than simply wanting to ‘increase traffic’, a SMART goal would be ‘increase website traffic by 20% in the next three months’. Some common goals for social media advertising include increasing brand visibility, generating traffic to a specific web page, encouraging user engagement through comments, likes or shares, increasing sales of a product or service, or capturing new leads. Establishing these objectives from the outset will allow you to design your campaigns more effectively, selecting the ad formats and platforms that best suit your goals.

3. Choose the right platforms

Selecting the right platforms is critical to the success of a social media advertising campaign. Not all platforms are suitable for all brands or audiences. For example, Instagram and TikTok are ideal for brands looking to connect with a younger audience, while LinkedIn is the preferred choice for those looking to attract professionals or B2B companies, for example. If you search on Facebook for someone between 18 and 25 years old… it ‘ s going to be difficult to find them. A good practice is to carry out a preliminary analysis to understand where your audience is. Use analytical tools on each platform to obtain data on user demographics and behaviour. data on user demographics and behaviour. Also, consider the type of content that works best on each platform: Instagram is great for visual and creative content; LinkedIn for professional and leadership content from your company ‘ s spokespeople; and TikTok for short and viral videos.

4. Intelligent targeting

Targeting is one of the biggest advantages of social media advertising, as it allows you to target ads to very specific audiences. This involves dividing your audience into smaller groups based on shared characteristics, such as age, geographic location, interests, purchasing behaviour, among others. By doing this, you can personalise your messages to make them more relevant and appealing to each group, thus increasing the chances of conversion. There are various forms of targeting that you can use in your campaigns:

• Demographic targeting: based on characteristics such as age, gender, education level or income.
• Geographic targeting: target your ads to users in specific locations, be they cities, regions or countries.
• Behavioural targeting: based on the user ‘ s past actions, such as pages visited, products purchased or interactions with the brand.
• Interest-based targeting: uses data about users ‘ interests and hobbies to personalise your ads.

Effective targeting will allow you to spend your budget more efficiently, ensuring that your ads reach the people most likely to respond positively when they see them. Remember: it’s not about reaching everyone, it ‘s about reaching the right people.

5. Optimise your campaigns continuously

Optimising your social media advertising campaigns is an ongoing process that requires constant analysis of key metrics to fine-tune and improve performance. Some of the most important metrics to track include cost per click (CPC), cost per acquisition (CPA), conversion rate, return on investment (ROI) and audience engagement. To optimise your campaigns, use analytics tools provided by social media platforms such as Meta Business Manager, Google Analytics…. These tools allow you to perform A/B tests to compare different versions of your ads, identify which elements work best and make the necessary adjustments. It is also important to stay on top of emerging trends and platform updates to adjust your strategiesas the rules of the game change.

How to maximise ROI in network advertising

Maximising the return on investment (ROI) of social media advertising involves a combination of strategies to ensure that every of strategies to ensure that every euro invested generates the highest possible return. Here are some key strategies:

1. A/B testing and constant tweaking: run A/B tests to compare different versions of your ads, identifying which are most effective. Change variables such as text, images, calls to action (CTAs) or target audience, and adjust according to the results. This practice allows you to identify what works best and continuously optimise your campaigns.
2. Strategic budget management: allocate budgets strategically, allocating more resources to campaigns and ads that prove to be more effective. In addition, take advantage of the automatic budget optimisation features offered by some platforms, such as LinkedIn, which automatically adjust spending to maximise results.
3. Accurate targeting: as I mentioned before, detailed targeting allows you to target the right audiences, reducing spending on impressions or clicks that are not relevant to your objective. The more specific your targeting is, the more efficient your advertising spend will be .
4. Análisis y ajustes basados en datos: analiza continuamente los datos de rendimiento de tus anuncios para identificar patrones y áreas de mejora. Utiliza estos datos para ajustar tus campañas, ya sea aumentando el presupuesto para ciertos anuncios, cambiando el público objetivo, o modificando el contenido del anuncio.

Ultimately, social media advertising is a powerful tool, but only if it is used with a well-defined strategy and a solid organic foundation. Now more than ever, it is crucial that brands move away from quick fixes and focus on building authentic relationships with their audience, understanding their needs, interests and behaviours. Remember that behind every click, every like and every comment, there is a person with their own expectations and desires. Taking advantage of the possibilities offered by social platforms is essential, but doing it with sense and strategy is what will really make the difference. So, the next time you are faced with the challenge of planning a social media advertising campaign, ask yourself: am I seeding for the short term or am I building something that will last? Because in the end, what really matters is not just being visible, but being relevant.

La entrada Social media advertising: are we following a strategy? se publicó primero en Agencia comma.

How present are brands on our social networks?

While you answer that question, I can tell you that according to IAB Spain’s 2024 Annual Social Media Study, 48% of social media users follow brand profiles.

This percentage is slightly up on last year, when it stood at 43%. But what does following a brand really reflect?

• Following a lot (6%): These users use the networks intensively to follow their favorite brands. They are aware of all the news, promotions and contents published by them.
• Seguir bastante (38%): un grupo considerable que sigue activamente a las marcas, aunque no de manera tan intensa. They interact with content and participate in campaigns.
• Following little (43%): most users are in this group. They follow some brands, but hardly interact at all.
• Almost no following (13%): is barely following brands, but the fact that it has increased by 3% compared to last year is remarkable.

Why do we follow brands on social media?

The reasons that we, as users, have for following different brands on social networks can be very varied, ranging from finding out about those little offers that they put out from time to time (although this can usually occur through influencers rather than on the brand’s own profile) or to the fact that we like and enjoy their content, something that has become much more frequent in recent years, especially with the arrival of TikTok in our lives. Let’s break down these reasons in a little more detail.

Information and promotions

One of the main reasons we follow brands on social media is to stay informed about their products, services and promotions. Who doesn’t want to hear about a good discount or an exclusive offer from a brand they like? In addition, brands often use the networks to launch new products and keep us up to date with what’s new.

Engaging and relevant content

As we said at the beginning, visually appealing, funny or interesting content is another big magnet for followers. For example, brands such as Red Bull or Sephora, known for their particularly elaborate, dynamic and attractive content, have a large number of followers on platforms such as Instagram and TikTok..

Close and personalised relationship

We all like that sense of closeness (often false, by the way) that social networks provide. In the case of brands, they allow us a direct and personalised interaction with them. Especially with smaller brands, with which you can even have a ‘closer’ relationship: you can comment, ask questions and receive answers in real time. This ability to interact in real time makes us feel more connected to and valued by the brand, which obviously improves the brand’s performance. engagement and the final purchase decision.

Examples of success in social media

KFC and its dominance in TikTok

KFC is an incredible example of how a brand can stand out from the rest on social media. With more than 6 million followers across all its platforms, KFC has taken particular advantage of TikTok, where three out of ten interactionsacross all networks belong to this brand. The key? Fun, interactive content tailored to TikTok’s young (though increasingly younger) audience.

Red Bull: energy in every publication

Red Bull is another brand that has managed to ‘steal the show’ on social media. Its strategy focuses on extreme sports and sponsored events, and produces highly visual and exciting content. This strategy has allowed him to maintain a high level of interaction and loyalty among his followers.

Starbucks and the response to criticism

Starbucks has demonstrated how a transparent and rapid response to criticism can transform a potentially negative situation into an opportunity to strengthen customer relationships. When faced with criticism for a variety of reasons, the company has responded with clear communications and concrete actions to address the issues, earning the respect and trust of its consumers.

Lush and its commitment to ethics said goodbye to social networks

Note that we have a great example in this case that is more related to the importance of transparency. Lush, the fresh, handmade cosmetics brand, is known for its transparency in production and its commitment to ethical causes. Its social media campaigns often highlighted its efforts to reduce plastic use, promote fair trade and support animal rights. This honesty and dedication to their values created a very loyal community of followers. But… chao! In 2021 they decided to leave without looking back from all their networks. They even created an Anti-network policy which you can read in full here. Here are some of his points:

• We want to be able to trust that the external platforms we use offer their services in a clear and transparent manner, and that they do not hide their true commercial intentions or revenue streams.
• We would like to use platforms and services that strive to protect the people who use them from any form of harassment, harm or manipulation.
• We do not want to participate in platforms that use the data they collect for hidden purposes.
• We prefer platforms that do not use algorithms that bombard people with negative content, fake news or extreme views to keep them endlessly updating their networks.

The importance of authenticity and transparency

Looking at these last two examples of Lush and Starbucks, I thought it was interesting to dwell on the crucial issue of authenticity in social media. A study by MarketSplash reveals that 88% of consumers value authenticity when deciding which brands to support. This is because consumers are looking for genuine connections and brands that present themselves in an honest and real way. In a world saturated with advertising, often misleading and even more so now with the issue of AI, the fake news, etc., authenticity becomes a key differentiator.

Authentic brands are those that show their true identity, their values and their flaws. It is not only about showing the good, but also about being transparent about challenges and mistakes. When a brand publicly acknowledges a mistake and takes action to correct it, it gains the respect and trust of its followers.

Transparency is vital: in fact, according to the same study cited above, 94% of customers are likely to be loyal to a brand that offers full transparency. This includes being clear about production processes, product provenance and business practices. Today’s consumers are better informed and more demanding; they want to know what is behind the products they consume.

An example of transparency is Patagonia, an already world-renowned clothing brand, which regularly publishes reports on their environmental and social impact. This practice not only reinforces its commitment to sustainability, but also builds a loyal customer base that values honesty and business ethics.

In short, social media has redefined how brands engage with their consumers, offering new opportunities for direct interaction, personalisation and customer loyalty. In an increasingly digital world, brands that leverage these platforms not only increase their reach, but also build deeper and more meaningful relationships with their consumers. But, be careful, there are also brands that are fleeing… We will see what the next few years will bring.

La entrada The relationship between social media and brands se publicó primero en Agencia comma.

Let’s try to take a look at how the convergence of AI and SEO is shaping the future of search, offering businesses new opportunities to reach their audiences in more effective and efficient ways.

What is SGE (Search Generative Experience) ?

During Google’s annual I/O conference, it was announced that an unprecedented revolution is coming for online search engines: the Search Generative Experience (SGE), which incorporates generative AI into search results pages. The arrival of the SGE will have a direct impact on the search experience and user preferences.

But what exactly is this?

Google SGE, (Search Generative Experience), includes artificial intelligence in its search results. Although, for the moment, this technology is still at an experimental stage only in the United States and available at Google Search Labs, the revolution it will bring can already be seen.

The aim is that the user can easily find the answer to their question, avoiding accessing different URLs and allowing them to focus their attention on the information that really interests them.

And what will happen once the SGE is up and running? According to this post by Good Rebels, Google will continue to dedicate a section of the SERP (search engine results page) to organic results and traditional ads. The main new features we can anticipate are:

*Source: Good Rebels.

• The AI will provide summaries of the results, integrating relevant links in the text or at the end, rather than lists.
• The search will be conversational, allowing you to ask detailed questions in natural language. Do you want more information? Just click on the follow-up suggestions at the end of the dialogue window.
• Google will display 3 to 5 snippets*, adapting to the type of query and offering general information, news, maps, ratings and products, backed by Shopping Graph and its 35.billion references.

*Snippets are those Google featured results with short descriptions, questions or videos.

What’s next for AI and Google Search | Google I/O 2023

AI tools revolutionising SEO

For the time being, as this becomes a reality, let’s go for something tangible today. And that’s how AI tools are transforming every aspect of SEO: from keyword research to content optimisation and competition analysis.

Tools such as the well-known ChatGPT offer advanced content generation capabilities, while legendary platforms for SEO professionals such as Ahrefs and SEMrush also use AI algorithms to provide content generation. insights detailed information on SEO performance, keyword targets or SEO opportunities. backlinks (external links). It doesn’t matter one way or the other

Let’s take a closer look at this issue one by one.

• ChatGPT: Every day we find new plugins within ChatGPT 4 that allow us to give our SEO a boost, but mainly we are using it to generate SEO optimised content in an efficient way, helping to cover a wide range of topics and niches more easily than we have been doing.
• Ahrefs: This tool, familiar to all of us who have been involved in SEO at some point, has had a new AI-powered content analysis feature for some time now. It suggests specific keywords to include in your content, based on what ranks best in your niche.
• SEMrush: Another mythical tool but with a “new” AI integration. In this case, it offers a sentiment analysis tool that uses AI to assess users’ opinions about a brand, product or service on the web, which can inform content and SEO strategies.
• Clearscope: It is a content optimisation tool that uses AI to recommend how to improve articles to rank better in search results, focusing on relevance and understanding user intent.

These tools demonstrate the diversity of applications of AI in SEO, from content creation and optimisation to sentiment analysis and keyword research.

The generation of SEO-optimised content is being transformed by AI. AI-based content creation tools are able to produce articles, blogs, and product descriptions that are not only relevant and of high quality, but also optimised for search engines. However, it is crucial to maintain a balance between the use of AI-generated content and the human perspective to ensure that the content remains genuine, engaging and valuable to the reader.

In addition, AI can help identify content gaps on a website, suggest titles based on search trends, and optimise existing content to improve its SEO performance.

Technical SEO optimisation using AI

But let’s move on to another point beyond content that is very interesting: technical optimisation. This is essential for SEO, encompassing aspects such as page load speed, website structure, and mobile experience.

This is where AI plays a crucial role, offering tools that can automatically analyse and optimise these technical aspects. For example, AI can evaluate the loading speed of web pages and recommend specific changes to improve it, such as compressing images or removing unnecessary JavaScript.

In addition, AI tools can track website health in terms of SEO on-page, identifying problems such as broken links, missing or duplicate title tags and meta description issues. By automating these analyses and optimisations, AI allows SEOs and webmasters focus on more complex and creative strategies to improve site ranking and visibility.

Review the ethical implications of the use of Artificial Intelligence in SEO

Of course, the use of AI in SEO brings with it important ethical considerations. As AI tools become more powerful, it is crucial to maintain a clear ethical basis in order to avoid manipulations that may harm the user experience or distort search results.

The transparency in the use of AI for content creation is essential, as is ensuring that AI-generated content maintains high quality, relevance and value for the end user, although this we cannot control… In addition, the use of personal data for personalisation must be done with the highest respect for the privacy and security of users, complying with all applicable regulations such as the GDPR. Managing these ethical issues effectively will be critical to ensuring that the future of AI SEO benefits both users and brands in a fair and transparent manner.

As we move forward, it is essential that SEO professionals and media, marketing and advertising agencies, and other consultancies, remain informed and ethically aware in order to make the most of the opportunities that AI offers, while navigating its complexities responsibly.

As communication professionals, it is important that we bear in mind that, while AI can offer efficiency, accuracy and personalisation, it is the human touch that brings creativity, empathy and ethics. The key to the future of SEO is to find the happy medium where technology amplifies human capabilities without replacing them.

Needless to say, this balance manifests itself in how we conceive and create content. AI can help to identify opportunities, generate drafts and optimise for search engines, but it is human perspectives, stories and emotions that connect with readers and create meaningful experiences..

In conclusion, the integration of AI in SEO is not only a technological evolution, but also an invitation to rethink our approach. By embracing both the possibilities that AI offers and the human values that guide its ethical use, we can create a future of SEO that is not only more advanced, but also more human.

We will continue talking about this issue in other posts, we are sure. You know that with great power comes great responsibility. From comma, we will certainly do so.

La entrada Artificial intelligence and SEO: two worlds doomed to understand each other se publicó primero en Agencia comma.

Since its creation in 2003, LinkedIn has become much more than a job search platform: is a space where professional connections are forged, knowledge is shared and personal and business brands are built with a global audience.

Did you know that in 2023, the estimated global number of LinkedIn users worldwide was a whopping 746 million and is expected to continue rising over the next few years, to surpass the 800 million mark by 2026?

Source: Statista

However, more than user data (you only have to look at the example of Facebook to see that this matters very little) what really sets LinkedIn apart is the quality of interactions and the focus on professional and business development. According to recent statistics, over 90% of recruiters use this network to find suitable candidates, underlining its importance in the recruitment and job search ecosystem. In addition, LinkedIn has proven to be an invaluable tool for the B2B model, with 80% of B2B leads coming from LinkedIn, outperforming all others social media platforms.

LinkedIn also stands out among other social networks for its ability to deliver relevant and high quality content through articles, publications and studies shared by leaders and experts in various industries. This not only allows users to keep up to date with the latest trends and developments in their fields, but also gives them the opportunity to demonstrate their own knowledge and expertise, establishing their authority in their respective areas.

Of course, the use of LinkedIn transcends borders and sectors, ranging from small businesses and startups to corporate giants. The platform offers a wealth of tools and functionalities designed to improve visibility, facilitate networking, enhance brand image, and, above all, connect talent with opportunity.

In the end, we have to think that we live in an increasingly digitalised world, whether we like it or not. A world in which these “first impressions” are often through a screen and those fast connections, are more important than ever. Pues en este contexto, la realidad innegable es que LinkedIn sirve como el puente definitivo entre profesionales y empresas, no solo para avanzar en sus carreras sino para redefinir el futuro de las industrias en su conjunto.

As we move into a future where digitalisation and professional networks will play an even more critical role in business success, the question is no longer whether your company should be on LinkedIn., as we all know the answer. The real question is how you can maximise the potential of this platform to not only keep pace with your industry, but to establish yourself as a leader in it.

In short, an active presence on LinkedIn is a must for any company that aspires to grow, innovate and lead in the digital age.

What are the essential benefits of your company having a LinkedIn account?

I sincerely hope you have no doubts about why your company should be on LinkedIn, but if you are still not completely clear, let’s give you the main benefits that this will bring you, to see if you are convinced.

• Increasing your company’s visibility: LinkedIn has millions of professionals searching daily for relevant content in their sector, so you will find few better scenarios than this to highlight your company. Posting regular updates, industry news, company achievements or opinion pieces increases the visibility of your business and draws attention to your brand.
• Access to a large network of professionals: LinkedIn makes it easy to build a network of contacts that can be very interesting for your company. Through direct connections, recommendations and participation in relevant groups, you can reach potential customers, partners or employees who would otherwise be difficult to reach.
• Improving corporate image: An active and professional presence in LinkedIn strengthen your business reputation. By sharing content that demonstrates your expertise, thought leadership and corporate values, you not only attract followers, but also build credibility and trust in your brand.
• Ease of recruiting talent: LinkedIn is an invaluable tool for recruitment, allowing you to not only post job openings, but also to actively search for candidates who fit your company’s culture and needs. The platform offers advanced search and filtering tools that make it easy to find the right talent.
• Great possibility for market analysis and market outlook: you will find valuable data and insights about your industry, competitors and market trends. Through its extensive network of professionals and companies, you can keep up to date with the latest developments, helping you to make informed and strategic decisions for your business.

Strategy: essential to achieve results

Before starting to have a presence in any social network, it is essential that we take into account the strategy we are going to follow.

Strategy: Content Territories

Define your brand voice and personality: Before publishing, it is essential that you are clear about how you want your company to be perceived. This includes the tone of voice, the type of content (educational, informative, inspirational…) and the topics that reflect your company’s values. This will help you create a consistent and recognisable brand on LinkedIn.

Content territories: Have you ever wondered what topics you are “qualified” or have the authority to speak to your audience about? Well, these are the content territories. Imagine you are a company involved in renewable energy. Well, these territories could be technological innovation, sustainability and environmental impact, environmental education and awareness, corporate issues, etc.

Create and share valuable content: Focus your efforts on generating content that brings value to your audience, i.e. the people you know you will impact with them. This can include your own articles that address common problems in your industry, trend analysis, case studies, and practical advice, among many, many other ideas. The important thing here is that you use that content to demonstrate the knowledge and thought leadership of your company and the people who work in it, in your areas of expertise.

Source: Metricool

Use a variety of content formats: LinkedIn allows you to share a wide variety of formats, including text, photos, videos, and PDF documents. Experiment with different types of content to engage your audience and encourage interaction.

Source: Metricool

Paid Campaigns

• LinkedIn Ads: Consider investing in LinkedIn Ads to promote your content, services or events to a broader, more targeted audience. LinkedIn offers several options, including text ads, Sponsored Content, sponsored messages (InMail) and more, which can be targeted by industry, company size, job title, and other demographic criteria. It allows you to reach just those people you have in mind.
• Advanced targeting: Use LinkedIn’s advanced targeting tools to target your campaigns to the most relevant audiences. This ensures that your advertising spend is efficient, reaching those most likely to be interested in your content.
• Analysis and optimisation: “He who does not measure is like he who does not see”. Was that a saying or did I make it up? Well, it’s the same, the thing is that you cannot launch campaigns “on air” without understanding how it is working, if it is necessary to make changes during its development, if it has converted following the KPIs you expected… Don’t think you need external tools to understand it, within LinkedIn itself you will find many metrics that will help you. This will allow you to adjust your strategies in real time, improving the effectiveness of your campaigns based on concrete data about what works best for your audience.

Implementing these strategies takes time, effort… and investment, but the benefits of building a solid, professional presence on LinkedIn can be more than significant. Of course, get advice on how to manage your account or entrust it to a social media and communication professional if you want to get the best possible results.

La entrada Why is it essential for your company to have a LinkedIn account? se publicó primero en Agencia comma.

The year 2024 looks set to be an exciting chapter in the history of social media, as digital evolution continues to transform the way we connect and share information; As we enter the new year, we think it would be interesting to anticipate (as far as possible) the emerging trends that will set the pulse of the most prominent platforms. These predictions are based on various sources and analyses of the current dynamics of the digital space;

General trends for networks: AI will continue to grow

1. Interactive content and immersive experiences; Leading platforms such as Instagram, TikTok and LinkedIn are set to adopt more interactive approaches; It is expected that the immersive experiences, involving virtual and augmented reality, are further integrated into the content. This trend aims to take user engagement to new levels, creating experiences that transcend the screen and become even more immersive;

2. UGC or user-generated content will continue to improve in quality. The user-generated content or UGC has undoubtedly been one of the ‘top’ formats of these last two/three years. Much more ‘natural’ and spontaneous than the ad hoc advertising content we are all familiar with; And it will remain the lifeblood of social media, but this year, it is expected to be a step up in quality, a ‘step up’; Platforms such as TikTok and Instagram will implement more advanced editing and production tools, giving users the ability to create more professional and engaging content;

3. Boosting the importance of mental health in social media; Yes, as you read; And it’s about time; With growing awareness of the importance of mental health, social networks are taking steps to create more positive environments; Even more features and tools that promote digital wellbeing, such as reminders for breaks and limits on the visibility of certain types of content, are expected to be introduced in 2024; Something more than interesting and necessary;

4. Integration of shopping and social networks; This relationship between shopping and networks has been commonplace in recent years, but platforms such as Instagram and TikTok are now expected to continue to improve the direct shopping functions from posts, videos and stories, transforming the digital space into an interactive showcase where products can be discovered and purchased even more easily and quickly;

5. Artificial intelligence as a form of personalisation (among other things); AI will play a super-relevant role in personalising social media experiences; More advanced algorithms are expected to learn and adapt content according to users’ individual interests, improving retention and overall satisfaction;

6. Authenticity is rewarded; According to Metricool, in a year in which artificial intelligence has been one of the protagonists, the user is rewarding – more than ever – authentic and close content on social networks; According to the platform, user engagement and interaction is higher on smaller accounts; In other words, connection and closeness between brand and user;

And that is why the trend of this connection is going to expand through the different options offered by the networks; This is the case of Instagram’s private broadcasting channels, Whatsapp, interaction stickers, etc.

Social media trends 2024

Facebook

At least for me, I have the feeling that Facebook is starting to be one of the great forgotten social networks; However, it is still the one with the most users in the world; It certainly won’t be the place where you’ll find millennials, let alone Generation Z;

Like all other social networks,over the past few years, Facebook has been prioritising video content, and this trend will likely persist in 2024. The platform is expected to further enhance its video capabilities and encourage the creation and viewing of audiovisual content;

Based on data analysed by the Metricool in its Social Media Study 2023, brands are spending less and less effort on Facebook, a social network where content from other networks is “leveraged”.

X (Twitter)

The loss of credibility in X over the last year is more than evident; The new policy allowed any user to obtain verification by paying a monthly fee, without a rigorous identity verification process; This change led to a wave of fraudulent verified accounts and spam, which led to the platform losing credibility; In addition, verification was removed from many legitimate accounts, leading to confusion and dissatisfaction among established users;

What is being done to try to ‘restore’ that credibility? As we have seen in recent months, X is introducing tools that make it easier to contextualise conversations; This could include features that allow users to add context to their tweets, providing additional information to avoid misunderstandings and encourage more informed discussions;

The resulting situation has been a critical point in the perception and functionality of X, calling into question the effectiveness and sustainability of the company’s strategic decisions under the new management. The loss of trust from users and advertisers, coupled with technical and financial issues, suggest a difficult road ahead this year.

Will X, Twitter, reinvent itself and thrive, or will it fade into social media history? According to Metricool and its study this year, X remains an effective platform for engagement, even despite declining impressions, algorithm changes or account size;

LinkedIn

LinkedIn will continue its evolution towards a more visual and collaborative platform; A increase in the use of professional video content and live broadcasts is anticipated. This trend aims to achieve that kind of ‘more authentic connections’ between professionals, as well as creating a more dynamic and participatory environment;

We can also expect thatLinkedIn Learning is consolidated as an essential resource for professional development; With a focus on continuing education, companies are likely to use the platform for staff training;

Likewise, and as many of you already know, LinkedIn is a rather opaque network in terms of providing data, among other things; So we will gradually see what changes they implement in 2024;

Instagram

As mentioned at the beginning, Instagram will continue its transformation into an e-commerce platform; The ‘shoppable’ feature will expand, allowing users to shop directly from posts and stories both directly from brands and from brands through influencers. Brands will strive to create more immersive shopping experiences, using augmented reality and interactive video;

Of course, as we all already know, preference for video content has been on the rise on Instagram, and this trend is expected to continue in 2024. Reels, short, entertaining videos will likely play a central role in Instagram’s strategy to keep users engaged; Further diversification of video content is anticipated, from tutorials to more immersive experiences;

TikTok

Oh, TikTok, that social network that until a couple of years ago was ‘teenage stuff’; How wrong we were…

For 2024 we expect even more diversification of content, as TikTok is already a search engine in itself. It will continue to be a leader in short, entertaining content, users will seek more enriching experiences, including educational videos, tutorials and wellness content to balance entertainment with utility;

In addition, it is more than likely that TikTok will continue to improve its creative tools to allow users to create more sophisticated content. We will see a greater focus on advanced video editing, special effects and interactive features that allow users to take their creations to new levels; All in all, I am sure that this year TikTok will gain in quality;

Threads (Instagram)

Threads, Instagram’s messaging app that just arrived in Europe a few weeks ago, is expected to experience continued growth; Privacy will be key, with enhanced private messaging features and greater control over content visibility, cementing its position as an intimate space for communication between close friends;

Mark Zuckerberg’s company aims to add more than 40 million additional users to the platform by 2024; Will it succeed?

Finally, although we don’t have the ‘crystal ball’, the reality is that 2024 promises an exciting evolution in social media; From LinkedIn, where professionalism is mixed with authenticity, to Instagram, which is becoming an interactive showcase, to TikTok, which will continue to gain followers and improve the quality of its content, or Threads, which aims to be that platform for intimate communication (and even replace X), the trends reflect an ever-changing landscape; Those who understand and take advantage of these trends will be better positioned to build meaningful connections in this fascinating and ever-changing digital world;

Sources: Metricool Report 2023 and Trends 2024, wwwhatsnew.com, Digital Trends Reports from specialist consultancies such as Hootsuite and We Are Social, as well as analysis of changes in platform functions by digital marketing experts.

La entrada Social Media Trends 2024: what’s in store for us this year? se publicó primero en Agencia comma.

What is brand reputation

Brand reputation refers to the public’s overall perception of a brand. It is a subjective assessment based on consumers’ past experiences, current interactions and future expectations of a company or product. This is the most ‘formal’ description. However, I think it is much better understood by this quote from Abraham Lincoln: “Reputation is like fine china: once broken, it is very hard to repair.”

Even more so, online reputation is especially important in the digital age. Reviews on Google, forums, rating sites such as Tripadvisor or on social networks have become the salvation or the stigma of many brands and companies, whether selling products or services. This reputation, which can be created or destroyed in a matter of seconds by users, is one of the most direct impacts that currently exist in the perception of a brand.

Why does online reputation matter so much?

Let’s see; imagine that your brand is a book and the reviews are the criticisms that determine whether someone decides to read it. Well, your company’s digital reputation is the first impression consumers get of it, and reviews are kind of like the synopsis we read on the back cover.

According to a BrightLocal report, 87% of consumers read online reviews before making a purchase decision. . I don’t know about you, but I haven’t entered a restaurant without reading the reviews on Google or Tripadvisor, I don’t buy anything on Amazon without looking at the reviews, or I don’t read all the reviews before booking a hotel on Booking. It seems that the idea of passing by a place and going in because ‘it looks good’ is no longer valid. Reviews are the new word of mouth; it’s about trusting real strangers who say that this place “is wonderful, with a sublime service and a meal to repeat”, or that you shouldn’t even go “because the owner is a nasty person and the soup arrived cold”. Subjective? Well… maybe.

The power of Google Reviews and Google MyBusiness

When it comes to reviews, Google is a sort of wizard behind the curtain. It is the one who ‘runs the show’. Google Reviews and Google MyBusiness are crucial tools for our online reputation. Whether we like it or not. According to the Google MyBusiness blog, “businesses with photos receive 42% more requests for directions and 35% more clicks to their websites”.

But let’s look a little more in detail at how these two tools affect any business:

Google Reviews: the voice of consumers.

Google reviews provide a direct window into the customer experience. They are authentic testimonials that significantly influence the decision making of all those who are considering hiring our services or buying our products. The star rating system and detailed reviews allow users to evaluate the quality of a company’s products or services. A high number of positive reviews not only improves brand visibility in search results, but also creates a positive impression in the consumer’s mind.

Impact on SEO

Google values freshness and relevance of content, and reviews are a dynamic form of user-generated content. A higher number of reviews, especially positive ones, can improve a company’s ranking in search results. Businesses with a higher number of reviews tend to attract more clicks, leading to increased visibility and ultimately more traffic.

Google My Business: the key to local presence

GMB is a comprehensive tool that allows businesses to manage their presence on Google, especially in local searches. By claiming and optimizing your profile, businesses can provide key information to consumers, such as opening hours, location, reviews and photos. This profile appears in search results and maps, providing an instant first impression to users interested in local products or services.

Improve local visibility

GMB not only facilitates business information management, but also improves local visibility. Businesses that are well optimized in GMB are more likely to appear in local search results and in the popular ‘three-pack’* on Google Maps, increasing the chances of attracting local customers.

*The Google Local pack or Google Local Pack is a section that appears in the organic results taking into account the user’s geolocation, showing them the three most prominent businesses closest to them, based on their query or query.

Direct interaction with clients:

GMB provides a direct channel of communication between the company and customers. Question and answer functions allow companies to address common queries, while post updates keep customers informed about relevant events, offers and news.

At the event “Generación y reputación de marca a partir de opiniones” held by the Escuela de Unidad Editorial and Expansión, one of the speakers, Alejandro Garrido, Retail Industry manager at Google commented: “The review is just the tip of the iceberg of an ecommerce. There are a lot of steps that are necessary in a purchase process. And what is Google Maps or My Business? It is proximity, it is knowledge and it is communication“.

How to manage and improve your online reputation: always respond!

“Building reputation is something that does not only happen in crises, but always. It is a constant, eternal work, with fleeting results, but this construction is a kind of ‘deaf labor’ to build in all channels”. And this is what Carlos Fernández Guerra, digital and social media director of Iberdrola, commented at this same event.

This management, as he pointed out, is something daily, something to which to dedicate time and effort. The key is how you handle the situation. That’s why it’s critical to respond to reviews, both positive and negative. Thank happy customers and proactively address the problems of dissatisfied customers. According to a Harvard Business Review study, companies that respond to reviews have an average rating 0.1 stars higher than those that do not.

Remember, transparency is key. If you made a mistake, admit it and offer solutions. Authenticity in your responses builds trust and shows customers that you care about their experience.

La entrada The importance of online brand reputation: How do online reviews affect it? se publicó primero en Agencia comma.