6 Must-Read Articles on Social Media this May

We know there are a ton of articles out there on social media, so we’ve chosen 6 that are ‘must-reads’. From crafting the best influencer marketing to sharing which industries are currently running the social media game – keep up to date with our May social media marketing stories.

1. IG shows respect to the OG | Instagram

Instagram has (finally) changed its algorithm to feature more original content rather than re-posts and aggregated content. Original content creators get more value, whilst re-posts and serial sharers will notice a drop in engagement.
Remember, your own content is king.

Watch Head of IG, Adam Mosseri, explain the change here.

2. Who rules Social media? Industry benchmarks for 2022 | Sprout Social

This in-depth article articulates the industries which are dominating social media with respect to 4 key metrics: impressions, posts published, new followers and total engagements. Engaging, informative and useful in the evaluation of social media strategies – this is an article we’ll keep coming back to, and we’re sure you will too.

WARNING: It’s long, but worth it!

Read the article by Sprout Social here.

3. New study looks at the rise of virtual influencers | Social Media Today

You read it right. We are now valuing inanimate objects’ opinions! Virtual influencers are growing in prominence and are here to stay. Check out this article to discover how people are responding to the emergence of these AI-controlled characters – you’ll be as surprised as we were.

Read the article by Social Media Today here.

4. How to work with influencers in 2022 | Ad Espresso

The reign of influencers is not coming to an end anytime soon (note virtual ones, above!), so it’s important for brands to understand how to effectively collaborate with them and take advantage of what they can offer. This article takes you from the foundations of influencer marketing to a step-by-step process of constructing the perfect influencer marketing strategy.

Read the article by Ad Espresso here.

5. Snapchat: 92% of Gen Z want to use AR for shopping | Retail Dive

It’s harder to keep up with Gen Zers than the Kardashians. Now, more members of Gen Z want to use augmented reality in their online shopping experience, so social media platforms are investing in AR technology to capture the attention of these young users. Read the article to see the projected trends for social commerce.

Read the article by Retail Dive here.

6. Blending in is the key to standing out on social – here’s why | Ad Espresso

Social advertising – is like getting the attention of your crush without seeming too enthusiastic. You try to get them to notice you, whilst seeming laid-back, and not trying too hard. To not appear “overenthusiastic” or “annoying”, brands need to learn how to blend in and not actually seem like ads. Read on for how to blend in whilst still advertising your brand.

Read the article by Ad Espresso here.

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What This Looks Like in Practice

For example, when working with Great Southern RV, the focus wasn’t simply creating more ads. The strategy centred on positioning their caravans and motorhomes around a clear lifestyle promise – the freedom to travel and explore Australia on your terms. That clarity shaped campaigns, show promotions and social content that resonated strongly with buyers already dreaming about the road.

With St Patrick’s Technical College, the challenge wasn’t marketing activity – it was perception. By repositioning the brand to highlight the strength of vocational pathways and industry partnerships, the messaging shifted from “alternative education” to a powerful career pathway, changing how the college is seen by parents and students.

And for Succoris Psychology, the work went beyond promotion. It involved clarifying how the brand speaks to both clients and clinicians across multiple clinics, creating a structure that supports long-term growth rather than just short-term marketing activity.

In each case, the goal wasn’t simply “more marketing”. It was better-aligned marketing built on clear strategy.

The Pitstop Approach

At Pitstop Marketing, we believe marketing should be a growth engine for the business, not just a collection of activities.

That’s why we focus first on understanding the commercial goals, the audience and the positioning — and then build marketing that supports those foundations.

If you want your marketing to stop feeling like guesswork, get in touch. We want to work with businesses who want to grow.