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Social media habits are ever-changing. Some platforms relish their place in the sun, at least for a time (such as TikTok), others rise and fall (like Tumblr), while others barely catch on (rest in peace, Google Plus). Updates, algorithms, and new functions compel users to spend their time differently on social websites and apps. Facebook prioritizes video, Twitter increases its character maximum, Instagram adds its Stories function. And it’s the responsibility of social media marketers to adapt to these manifold shifts to capture the attention of their audience.