These days, social media access is the norm. Android-powered gadgets, iPhones and Windows machines are thriving, and the modern consumer is intertwined with social media apps. Approximately 189 million Facebook users consider themselves ‘mobile only,’ reworking the internet’s architecture from the outside in.

Mobile marketing may be here to stay, but social media is changing quite a bit. The following paradigm shifts are driving new, innovative marketing strategies.

Are you onboard?

Older People are Engaging Social Media

Surprisingly, Twitter’s quickest-expanding user demographic are users between ages 55 and 64. The demographic has expanded by 79 percent since 2012, and it’s slowly drifting into Facebook and Instagram use. The shift, itself, likely springs from the bygone ideologies of ‘teen only’ platforms. More than ever, adults are figuring out social media’s worth.

Mobile marketing has directly influenced the growth, too. As older generations adopt smartphones, they engage social media apps, tying their personal device to a social media presence. There’s currently a strong emphasis on social media strategies for this reason. Mobile marketers are taking note, and they’re talking to aging mobile users.

Mobile is Becoming the Preferred Platform for Social Media

Mobile devices have become the preferred social media ‘access point.’ In 2014, 71 percent of social network users were found to be mobile-device-only users. The trend has shifted social network providers, forcing them to reinvent entire strategies to fit smaller screens.

The world’s best marketing efforts reflect mobile-optimized technology. Marketers, now, are creating compelling bios, header images and landing pages. A social network’s column-like scroll system fits well on smaller screens, and modern networks have created information-heavy layouts specifically targeting mobile users.

Consumers are Prioritizing Social Media News

Mobile marketing’s ‘right here and now’ approach has made news easily accessible. It’s also made it more digestible. Modern technology has packed information into smaller formats, accommodating for news providers promoting quick reads. While newspapers, television and magazines still exist, consumers are opting for digital-based news.

B2B marketers know this, too. Social media networks are trusted, and they deliver a coffee table feel to news generation. Rather than read printed media alone, mobile users can explore their smartphone, comment on posts and share popular stories quickly. Due to the news’s inflexible demand, it’s become another resource for marketers seeking new connectivity strategies to reach influencers.

Social Media is Becoming Choice-Driven

While Facebook, Twitter, Instagram and LinkedIn have commonly utilized choice as a user benefit, mobile marketing has jump-started a trend of pure selection. Choice-driven connectivity, powered through opt-in text campaigns, integrative email movements and location-based services, have become the norm.

As productivity and entertainment tools grow alongside the mobile world, choice-driven options become more popular.

B2B mobile ads need to be built upon a social media’s opt-in network to survive. This alone has trained consumers to be ‘opt-in-minded,’ selecting and digesting only the content they want, or need, to see.

Cross-Platform Media is Taking Over

YouTube’s promotion of quick, fun content has extended across social media platforms, and mobile marketing’s cross-platform impact has only furthered the process. Likes, shares, comments, posts and quizzes are directing users away from social media platforms.

It’s not uncommon to see website links embedded in social media posts, utilizing industry knowledge to empower consumer decisions. At first, mobile marketing used this to boost direct connectivity. Now, social media is filled with trivia, Pinterest posts, Buzzfeed articles and cross-website directories.

Social media, in a sense, is becoming more widespread. It’s becoming more of a ‘presence’ across other websites.

As mobile-based solutions further the consumer’s ability to hop between web pages, consumers, themselves, will alter their browsing patterns to constantly return to a Facebook page.