Navigating the Social Media Maze: The Challenges Agencies Face in Content Creation

Sean Beckingham, Agency Partner

When I first read the recent article about Instagram’s new rectangular layout for the Posts tab, it got me thinking about the ever-evolving landscape of social media and the impact these changes have on content creation. As someone who’s been in the trenches of digital marketing since 2011, I’ve seen platforms rise and fall, trends come and go, and the constant challenge agencies face in keeping up with these shifts.

The Constant Evolution of Social Media

Over the past decade, the social media landscape has undergone seismic shifts. When we first started out, Facebook was king, Twitter was all the rage, and Instagram was the new kid on the block. Fast forward to today, and we’re dealing with a plethora of platforms, each with its own unique quirks and demands.

These changes don’t just affect how we interact with these platforms; they directly impact how we, as an agency, create and deliver content. The need to constantly adapt to new algorithms, features, and best practices is exhausting. It feels like as soon as we get a handle on one thing, another curveball is thrown our way.

The Challenges of Keeping Up with Social Media Trends

One of the biggest challenges we face is the pressure to adopt new platforms and features. It’s not uncommon for a client to come to us, eager to jump on the latest social media trend. And while it’s our job to stay ahead of the curve, we’ve learned to be cautious about where we invest our time and resources.

Remember Vine? How about Google+ or MySpace? These platforms were once the darlings of the digital world, only to fade into obscurity. We’ve seen it all, and while some trends are worth exploring, others end up being costly distractions.

The Clubhouse Fiasco: A Cautionary Tale

Take Clubhouse, for example. When it first burst onto the scene, it was hailed as the next big thing in social media. For a year, we had clients seriously considering it as a core part of their strategy. We invested time in understanding the platform, developing content strategies, and advising our clients on how to use it effectively.

But as quickly as it rose to fame, Clubhouse fizzled out. What started as a promising new channel ended up being a fleeting trend. The lesson here? Not every new platform is worth the investment.

The Never-Ending Crop Battle

Then there’s the constant battle with content formats. One day, social media platforms want landscape images; the next, it’s all about square formats. This might seem like a minor detail, but for those of us in the business of creating visually compelling content, it’s a nightmare.

We find ourselves cropping, re-cropping, and sometimes completely re-shooting content to fit these ever-changing specifications. It’s like trying to hit a moving target, and it makes planning and executing content strategies incredibly challenging.

The Challenge of Repurposing Content

Repurposing content has always been a smart way to maximize the value of our work. But with these constant changes in format and platform preferences, even that has become more difficult. Content that worked beautifully six months ago might no longer be viable, meaning we have to start from scratch more often than we’d like.

This not only drives up costs but also puts a strain on creativity. Reusing and reimagining old content should be an efficient way to reinforce a brand’s message, but it’s becoming increasingly challenging to do so effectively.

What Agency Fees Really Cover

So, where do agency fees go? A portion is dedicated to staying current with the latest social media trends and platform changes. We invest in continuous education for our staff to ensure that the content we produce not only looks good but also performs well across different platforms.

Clients often don’t see the behind-the-scenes work that goes into this. It’s not just about creating pretty pictures or witty captions; it’s about understanding the nuances of each platform, anticipating changes, and adapting quickly to ensure that our clients’ content is always optimized for success.

Agency Resources

Keeping up with these changes takes our resources. The time and effort required to stay ahead of the game means we’re constantly on our toes, juggling multiple platforms, and trying to keep up with the latest updates. This impacts everything from our time management to our creative output.

A Plea to Social Media Platforms

To the social media platforms themselves, I have a simple request: slow down. Innovation is great, but the constant tweaks and changes are making it increasingly difficult for agencies to keep up. A bit of stability would go a long way in helping us create content that truly resonates with audiences. We get it. You try A/B testing. On OUR CLIENTS!

The Art of Balancing Innovation with Stability

There’s no doubt that innovation is essential in the fast-paced world of social media. But there needs to be a balance. Too much change too quickly can lead to burnout, both for agencies and for the audiences we’re trying to engage. By striking a balance between innovation and stability, platforms can help agencies create content that’s not only fresh but also consistently high-quality.

Lessons Learned Over the Years

If there’s one thing we’ve learned over the years, it’s that flexibility is key. The ability to pivot quickly and adapt to new trends and changes is what sets successful agencies apart. We’ve had to develop a thick skin and a sharp eye for which trends are worth pursuing and which are best left alone.

Looking Ahead: The Future of Social Media and Content Creation

So, what does the future hold? While it’s impossible to predict exactly what the next big thing will be, we’re confident that our experience and adaptability will continue to serve us well. We’re always on the lookout for emerging trends, but we’re also committed to grounding our strategies in what we know works.

The Importance of Flexibility in Agency Work

Flexibility isn’t just a buzzword; it’s a crucial skill in our industry. The ability to stay nimble and adjust to the ever-changing social media landscape is what allows us to deliver results for our clients, no matter what new trend or platform comes our way.

Content creation in today’s social media landscape is a complex, ever-evolving challenge. As agencies, we’re constantly adapting to new platforms, formats, and trends, all while trying to maintain the quality and consistency of the content we deliver. It’s not an easy task, but it’s one we’re committed to mastering. To our clients, we ask for your trust and patience. And to the platforms

Rant Over

Becks