7 of the Best Brand Social Media Innovations
Social media has become an essential tool for brands looking to build strong connections, drive engagement, and reach new audiences. As technology and user preferences evolve, platforms like Instagram and TikTok are offering brands new ways to communicate and deliver value to their customers.
Current social media trends and innovations include AI-driven customer service via direct messaging, social commerce that allows users to shop directly from their feeds, and augmented reality (AR) tools that let consumers "try on" products virtually—or even follow fully virtual influencers.
This guide explores seven of the most impactful social media innovations and highlights how top brands use them to build loyalty, engagement, and trust.
7 of the Best Brand Innovations in Social Media
1: Enhanced Customer Service via DMs and AI Chatbots
Social media marketing has evolved rapidly, and customer service has taken a front seat in these changes. With enhanced direct messaging (DM) features on Instagram, Twitter (now X), and Facebook, brands can now engage in more efficient and personalized customer support.
AI-powered chatbots allow brands to respond quickly to frequently asked questions and address simple inquiries, freeing up human agents for more complex cases. These AI tools can respond instantly, improving response times and ensuring customer satisfaction. Brands can also quite easily set up custom responses and automated workflows to handle inquiries even during off-hours.
Having a designated channel for customer service is also one way to garner quicker issue resolution but also enhances the user’s perception of the brand as attentive and responsive. As customer expectations rise for instantaneous support, having a streamlined, AI-driven customer service system on social media can be a game-changer.
2: The Social Search Revolution
In 2024, social media platforms have evolved into powerful search engines, especially among younger users who turn to apps like TikTok and Instagram over traditional search engines. This shift, aka the “social search revolution”, emphasises the importance of brand visibility within these platforms.
Brands now optimise profiles with platform-specific keywords, strategic hashtags, and carefully curated content to ensure they appear in search results. As a result, brands are enhancing their visibility among target audiences who use these platforms to discover products, trends, and information.
Airbnb is a strong example of social search optimization, using location-based keywords, popular travel hashtags, and user-generated content (UGC) to attract travellers looking for accommodations or experiences. By prioritising social search, brands like Airbnb not only increase discoverability but also create more engaging and visually inspiring content that aligns with the browsing habits of their audience.
This strategy is especially effective on platforms like TikTok and Instagram, where short-form, visual, and easily searchable content is king. With social search becoming a primary way to connect with users, brand discoverability on these platforms is now as crucial as traditional SEO.
3: Social Commerce Integration
Social commerce has surged in recent years, with platforms like TikTok Shop and Instagram Shops leading the way by integrating shopping experiences directly into social media feeds.
This trend has transformed social media from a passive browsing platform into an active marketplace, where users can make purchases on impulse without leaving the app. By blending discovery and shopping in a seamless experience, brands now reach customers when they're most engaged and likely to make a purchase.
A prime example of this trend is Allbirds, which utilises shoppable posts on Instagram. By tagging products directly in their posts, Allbirds enables users to explore items and proceed to checkout with minimal friction. This streamlined approach not only drives impulse buys but also fosters a stronger connection between the customer and the brand, making it easier for brands to generate sales while keeping social media users immersed in the social experience.
4: AI and Augmented Reality (AR)
Augmented Reality (AR) is revolutionising how brands connect with customers by creating interactive and immersive experiences. From virtual try-on options to custom AR filters, brands are now able to offer users a taste of their products without the need for a physical presence.
AI-influencers, such as Lil Miquela, highlight this blend of AI and AR in brand storytelling. Although Lil Miquela is a fully virtual and fictional influencer, she has garnered millions of followers and partnered with brands in highly engaging campaigns, showcasing how brands can use AR to enhance storytelling and maintain adaptability online.
Early adopters of AR, such as furniture brands offering virtual room previews and makeup brands with virtual try-on features, show how this technology enhances the shopping experience and allows users to engage in product experiences in real time. By integrating AR into the social media landscape, brands are not only creating more engaging campaigns but also positioning themselves at the forefront of innovative, user-centred marketing that caters to tech-savvy audiences.
5: User-Generated Content (UGC) as a Trust-Building Tool
User-generated content (UGC) has become essential for brands looking to build authenticity and credibility. When customers share genuine experiences and product reviews on their own social media, it resonates more powerfully than traditional brand messaging. UGC helps audiences feel more connected and confident in their purchase decisions because the content is perceived as more trustworthy and relatable.
This trend has extended to smaller influencers who create content that feels organic and personal, often reaching niche audiences who value relatability over high-production value, and is why influencer marketing has become one of the most popular social media strategies in 2024/5.
For instance, beauty and fashion brands frequently partner with micro-influencers, who produce UGC-style content that mirrors the audience’s voice and aesthetic, creating a “friend-to-friend” feel. This approach not only strengthens credibility but also allows brands to reach specific communities through authentic connections.
6: Sustainability and Transparent Brand Messaging
Consumers are increasingly scrutinising brand values, particularly around sustainability. Every social media platform has become a primary interaction point for brands to showcase environmental efforts, sustainable practices, and ethical commitments. However, with the rise of “greenwashing,” authenticity is paramount; brands must demonstrate real, transparent commitment rather than superficial promises.
Patagonia is a standout example, consistently using its social channels to promote environmental activism and update followers on its sustainability milestones. Patagonia’s posts emphasise a commitment to real change, from donating proceeds to environmental causes to sharing transparent updates on sustainable materials.
This approach not only appeals to environmentally conscious consumers but also builds long-term loyalty by aligning the brand with consumer values. Social media's visual and storytelling elements allow Patagonia to share their journey in a way that is engaging, educational, and impactful - and their social media data proves this, with a whopping 5.4M+ followers on Instagram.
7: Building Community Spaces
Brands are shifting their social strategies from focusing solely on follower counts to building highly engaged, loyal communities. Instead of just broadcasting messages, brands are creating spaces where followers can interact, connect, and participate in brand-driven communities. Platforms like Facebook Groups, LinkedIn Groups, and even niche Twitter chats allow brands to foster a sense of belonging among users. This community-centric approach strengthens customer loyalty and establishes a more personal brand connection.
Peloton’s user community groups, for example, allow members to connect over shared fitness goals, discuss classes, and support each other in their wellness journeys. This approach has not only strengthened Peloton’s customer bonds but also boosted engagement and brand advocacy as members share their experiences across social channels. Peloton's UK Members Facebook group has over 32K members!
By fostering active communities, brands like Peloton build a sense of shared purpose that goes beyond the product and turns customers into dedicated fans.
The Importance of Branding Across Social
As social media innovations continue to evolve, maintaining a cohesive and recognizable brand identity across platforms is essential. Brands must ensure that their core values, visual identity, and tone remain consistent. This unified branding helps consumers develop trust and familiarity, crucial for brand loyalty amid a rapidly changing digital landscape.
When each interaction—whether it’s a customer service response from an AI chatbot, an AR experience, or a shoppable post—aligns with the brand’s core identity, it reinforces credibility and a sense of reliability across all touchpoints.
Key aspects of your brand to get right on these platforms include:
- Brand Strategy: Your brand’s core message, mission, and purpose should be the guiding forces behind your social media approach.
- Visual Identity: Cohesive visuals are crucial in creating a recognizable brand on social media. Use consistent colours, fonts, and imagery to establish a visual language that is instantly recognizable.
- Tone of Voice: The brand messaging and voice you use to communicate on social media platforms should reflect your brand personality and values. A clear, consistent voice is vital for building trust and relatability, whether it’s friendly, formal, playful, or informational.
- User Engagement Approach: How you interact with your audience plays a huge role in shaping their perception of your brand. Active engagement that fits your brand guidelines when responding to comments, resharing UGC, and even participating in community conversations, can humanise your brand and foster stronger connections.
Closing Thoughts
These innovations not only keep brands at the forefront of consumers' minds but also foster trust, as customers appreciate responsive service, engaging content, and values-driven messaging.
However, effectively implementing these tools requires a well-defined brand. Huddle's branding services can help ensure that your brand identity and messaging remain cohesive across all social platforms, enabling you to innovate confidently while staying true to your core values.
A consistent and thoughtful brand presence across social media will reinforce your brand's authenticity and help you build lasting customer relationships in an ever-evolving digital landscape.
Brief us today to get started.
Brand Social Media Innovation FAQs
How is social media innovative?
Social media is innovative because it constantly evolves to incorporate new technologies and meet user expectations, driving unique ways for brands to engage and connect with audiences.
What is an example of a social innovation?
A strong example of social innovation is the use of AI chatbots for customer service on social media platforms. These chatbots allow brands to provide immediate responses to common customer inquiries, creating a faster and more seamless user experience. Another example is TikTok’s social commerce tools, where users can buy products directly within the app, making it easier for brands to reach audiences where they spend the most time.
What are digital social innovations?
Digital social innovations (DSI) are tech-driven solutions that address social challenges or enhance social experiences. They often combine digital tools with social goals, aiming to improve the quality of life or create positive change.