When social media is actually social
Social media has been a household utilization for quite some time now. Though it is used by people of all ages, it is primarily enjoyed by individuals within the teenage group as a lead means of communication.
Many speculate what teens think when operating social media, in terms of what’s cool and what’s churned. But, wouldn’t this hold more validity from the mouth of an actual teen?
A teen in his own words
This is what Andrew Watts set out to accomplish by penning his article “A Teenager’s View on Social Media.” In the article, he gives a brief synopsis of what kids his age think of a given social media platform.
His opinions are based on not only his own social media usage, but what he has observed from friends. And while I was born slightly earlier in the ‘90s than Watts (and may soon begin to lose sight of “what’s cool”), I have to say I agree with what he has to say (and for the sake of this article, will identify with the teenage age group.)
First, he explains that Facebook is “dead” to this generation and is only useful for its group aspect (especially when used for group projects at school). In my travels, I have found this to absolutely be true.
When I was in high school, Facebook was all the rage.
But, the second everyone’s parents started creating accounts, we all ran faster than on a Friday night when the cops busted our keg parties.
And by “we”, I mean my peers… I was never that cool. Anyway, I digress…
So, where is everybody?
Facebook quickly lost its luster and is now a place inundated with only half-true “news” articles. Even though many of us still hold accounts, we are (for the most part) not that active on the timeline.
Where Watts says we are most active is on Instagram.
While we may scroll through Facebook everyday, we are unlikely to post much. But, Instagram is a whole different story. (And, it may be worth noting that as I type this, two teenage-ish girls across from me a Starbucks are discussing a third girl’s Instagram profile.)
People within the age bracket at hand absolutely love acting like amateur photographers and post their favorite memories with the perfect filter. Again, he is right on with this: I find that myself and my friends (both older and younger) identify Instagram as their favorite social media platform.
However, Instagram is not really used as a means for back-and-forth communication.
This is where Snapchat finds ridiculous amounts of popularity.
Not only can you share your favorite memories, but Snapchat gives you an excuse to document anything and everything (while chatting with your friends in the process.)
The Two T’s
Watts also states that, while Twitter is popular, it can sometimes be confusing and is not as actively utilized as a result. He also says that everyone uses Tumblr, but that usage is hush-hush as you generally don’t identify yourself on the blogging site (I’ve always seen it as the social media version of Fight Club.)
Hey, brands, listen up!
So, you’re probably thinking, “Why is this important?” Well, being that teenagers and millennials are the main users of social media, brands should be taking into account where they should be marketing.
Brands have really made a presence on Snapchat by creating their own stories. However, I personally don’t see this as much on Instagram, which is also where the party is at.
Taking into account where these brand influencers are pitching their tent is step one in getting their attention. So, take note from these youngins.
Why Trump’s lawsuit against social media still matters
(SOCIAL MEDIA) Former President Trump snagged headlines for suing every large social media platform, and it has gone quiet, but it still deeply matters.
It was splashed across headlines everywhere in July: Former President Trump filed a lawsuit against social media platforms that he claims unrightfully banned him during and after the fallout of the January 6th capitol riots. The headlines ran for about a week or so and then fell off the radar as other, fresher, just-as-juicy news headlines captured the media’s eye.
Many of us were left wondering what that was all about and if anything ever became of it. For even more of us, it probably passed out of our minds completely. Lack of public awareness for these things is common after the initial media blitz fades.
Lawsuits like these in the US can take months, if not years between newsworthy milestones. The most recent news I could find as of this publishing is from August 24, 2021, on Yahoo! News from the Washington Examiner discussing the Trump camp’s request for a preliminary injunction in the lawsuit.
This particular suit shouldn’t be left to fade from memory in the shadows though, and here’s why:
In the past few years, world powers have been reigning in regulations on social media and internet commerce. The US is actually a little behind the curve. Trump may have unwittingly given us a source of momentum to get with the times.
In the European Union, they have the General Data Protection Regulation (GDPR), widely acknowledged to be one of the toughest and most thorough privacy laws in the world, a bold title. China just passed its own pair of laws in the past four months: The Data Security Law, which took effect on Sept. 1, and The Personal Information Law, set to take effect November 1st. The pair is poised to give the GDPR a run for its money for that title.
Meanwhile, in the US, Congress has been occupied with other things and, while there are five bills that took aim at tech monopoly currently on the table and a few CEOs had to answer some questions, little actual movement or progress has been made on making similar privacy protections a thing in the United States.
Trump’s lawsuit, while labeled by many as a toothless public relations move, may actually create momentum needed to push regulation of tech and social media forward in the US. The merits of the case are weak and ultimately the legislation that would give it teeth doesn’t exist yet.
You can’t hold tech companies accountable to a standard that doesn’t properly exist in law.
However, high profile attention and someone willing to continue to make noise and bring attention back to the subject, one of Trump’s strongest talents, could be “just what the doctor ordered” to inspire Congress to make internet user rights and data privacy a priority in the US, finally.
Even solopreneurs are doing live commerce online – it’s not just QVC’s game anymore
(SOCIAL MEDIA) When you think of watching a show and buying things in real time, it invokes thoughts of QVC, but social media video has changed all that.
After the year everyone has had, one wouldn’t be remiss in thinking that humanity wants a break from live streaming. They would, however, be wrong: Live online commerce – a method of conversion first normalized in China – is the next evolution of the ubiquitous e-commerce experience, which means it’s something you’ll want on your radar.
Chinese company, Alibaba first live streamed on an e-commerce site in 2016, allowing buyers to watch, interact with, and buy from sellers from the comfort of their homes. In 2020, that same strategy netted Alibaba $7.5 billion in presale revenue – and it only took 30 minutes, according to McKinsey Digital.
But, though western audiences have proven a desire to be just as involved with sellers during the buying process, live commerce hasn’t taken off here the way it has elsewhere. If e-commerce merchants want to maximize their returns in the next few years, that needs to change.
McKinsey Digital points out a couple of different benefits for organizations using live commerce, the main one being an influx in traffic. Live streaming events break the buying experience mold, and consumers love being surprised. You can expect that prospective buyers who wouldn’t necessarily visit your store under normal circumstances would find value in attending a live event.
Live events also keep people on your site for longer, resulting in richer conversion opportunities.
The sense of urgency inherent in in-person shopping doesn’t always translate to online markets, but having a stream showing decreasing inventory or limited-availability items being sold inspires people to act expeditiously rather than sitting on a loaded cart–something that can kill an e-commerce conversion as quickly as it starts one.
There are a ton of different ways to incorporate live events into your e-commerce campaigns. Virtual auctions are popular, as are markets in which individual sellers take buyers through inventory. However, the live event could be tangentially related–or even just something impressive running in parallel with the sale–and still bring in a swell of revenue.
Screen fatigue is real, and there isn’t a true substitute for a brick-and-mortar experience when done correctly. But if you have an e-commerce shop that isn’t utilizing some form of live entertainment–even just to bring in new buyers–you’re going to want to try this strategy soon.
LinkedIn is nixing Stories this month (LinkedIn had Stories!?)
(SOCIAL MEDIA) LinkedIn tried to be like the cool kids and launched “Stories,” but the video feature is being shelved and “reimagined.” Ok.
Creating the next big thing is essential for social networks to stay relevant, continue growing, and avoid shutting down. Sometimes, this leads to businesses trying to ride along with the success of another app’s latest feature and creating their cloned version. While the logic of recreating something already working makes sense, the results aren’t universal.
This time around, LinkedIn is saying goodbye to its short-lived Snapchat-like video product, Stories. In a company post, LinkedIn says it’s removing its Stories experience by the end of September.
Why is LinkedIn retiring Stories?
According to a post by Senior Director of Product at LinkedIn Liz Li, “[LinkedIn] introduced Stories last year as a fun and casual way to share quick video updates.”
After some testing and feedback, they learned this is not what users wanted. Seems like they could have beta tested with users and heard the same thing, but I digress.
“In developing Stories, we assumed people wouldn’t want informal videos attached to their profile, and that ephemerality would reduce barriers that people feel about posting. Turns out, you want to create lasting videos that tell your professional story in a more personal way and that showcase both your personality and expertise,” said Li.
What does this mean for users?
Starting on September 30, 2021, users will no longer be able to create Stories for Pages. If you’ve already planned to have an image or video ads run in-between Stories, they will now appear on the LinkedIn feed instead. For those who used Campaign Manager to promote or sponsor a Story directly from your Page, the company says “these paid Stories will not appear in the LinkedIn feed”, and the user will need to recreate the ad in Campaign Manager.
What’s next for LinkedIn?
According to Li, LinkedIn is taking what it learned from its finding to “evolve the Stories format into a reimagined video experience across LinkedIn that’s even richer and more conversational.” It plans on doing so by using mixed media and the creative tools of Stories.
“As we reimagine what is next, we’re focusing on how we can provide you with a short-form, rich interactive video format that is unique to our platform and that better helps you reach and engage your audiences on LinkedIn. We’re always excited to try out new things and learn as we go, and will continue to share updates along the way,” the company said.
Although Stories didn’t work well for LinkedIn as they hoped, one thing is for sure. LinkedIn isn’t giving up on some form of interactive video, and we can only hope they “reimagine” something unique that keeps users coming back for more.
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