Last week, I had the opportunity to attend the Digital Dish event hosted by Saint Pual Area Chamber of Commer. This month’s Digital Dish focused on social media trends and our moderator was Drew Gneisner, of The Social Light in Northeast Minneapolis. I was pleasantly surprised when Drew explained that he would be looking at social media trends from the ‘why’ perspective, rather than the ‘what’ perspective. I have seen endless posts on Twitter and LinkedIn what social media trends to expect in 2017 (mine included.) It was incredibly refreshing to know that today’s discussion would be different. I learned a lot and had fun meeting some other digital marketing professionals in the Twin Cities, and I’m excited to share some of my takeaways from SPACC’s first Digital Dish!
Access to Creativity
Drew also talked about the importance of access to creativity. This is at the core of the most popular apps and social media platforms right now. This includes Snapchat, Instagram Stories, Bitmoji, and music.ly. They all serve as a springboard for users to leave their own personal touch on their content. Just this week, Snapchat made it even easier for users to access their Bitmoji within the app. I think user-generated content is one of the most interesting topics in social media right now and I am excited to see it continue to flourish. And even though Instagram did sort of steal Snapchat’s thunder, I do love the features Instagram has integrated to differentiate their Story platform. How cool is that neon drawing tool?
When Drew mentioned the term “content collapse,” most people in the room, including myself, had blank stares on their faces. We had never heard this term before. Content collapse is the decrease of personal sharing on social media. One of the most obvious ways social media has changed is how users are more selective about their audience.
This explains why there has been a huge increase in sharing on Instagram and an equally huge DECREASE (10% since 2013) on Facebook. Drew used the following example to illustrate people’s attitude about sharing on Facebook today. You have pictures, videos, or a thought you’d like to share. But then you remember you have a vast audience of people who could be consuming that content. This could include ex-employers, ex-girlfriends/boyfriends, or people you’ve just lost touch with but don’t have the heart to “de-friend.” After realizing this, people decide it’s best to sharing nothing at all. They delete their post and thus, “content collapse” is born.
Understanding that Social Media Trends Are More Than Just ‘Trends’
With personal sharing shifting to messaging, one-to-one marketing is more important than ever. Knowing who your target audience is and how to properly reach them is also more important than ever. Embrace the fact that consumers want to create user generator content by being present on those platforms (Instagram, Snapchat, etc.) if they fit your business model. I’m looking forward to SPACC’s next Digital Dish and sharing my takeaways about digital marketing from that event with you!