Statistics show that some people don’t know what they want until you show it to them. And, in the case of social media, this appears to be true. In this blog post, we are outlining why we think social media is dead.
What started out as a way for people to connect with friends and family has turned into a battleground for attention and engagement. Social media platforms like Instagram and Facebook have been trying to one-up each other with new features, all in an attempt to be more like TikTok. Copycat elsewhere.
To be clear, when we say “social media,” we’re talking about platforms like Facebook, Twitter, and LinkedIn. These networks were built on the idea of giving people a way to communicate with each other, and for a while, that’s exactly what they did. But as algorithms have become more sophisticated and as users have become more tech-savvy, people stopped feeling social. It seems like a phenomenon – an unsocial being.
What people really want is perceived authenticity. They want to be entertained and engaged with content that is real, not scripted or contrived. And that is something that the big social media platforms are slowly but surely losing. Not to mention the continuous attacks on its platform – hacking and phishing.
No more social media, it becomes solely media. One-to-one social networking is gone. It’s been replaced by heavily curated feeds and algorithms designed to keep us hooked. It looks like you have a small television in your palm – keeps scrolling and watching. In effect, it becomes a media tool – in your hands.
Even on LinkedIn, I can’t get away from videos of people dancing and twerking in order to get attention to their profile accounts. One person even posed “almost” naked in order to make “a point” but it was all about extreme attention-getting. Which is like a new norm nowadays. Is there a need to go that extreme just to be “liked” and become popular at least?
We are no longer in control of our own social media experiences – the platforms are — and they want your eyeballs staring at them. In fact, you can get a Social Media Manager to manage your account – this, of course, is applicable for busy Business people, Influencers, and the famous as well.
And that’s a shame, because social media was once a great way to connect with friends and family. What is more shameful? It becomes an avenue to show anger and hatred to people once dear to you. You can post all your rants and surprisingly, people out there react – both positively and negatively.
It was a place where we could share our thoughts and feelings, and where we could have real conversations with each other. Yes, it used to be.
But those days are long gone. Now, social media is all about the numbers. It’s about getting as many likes and shares as possible, regardless of the quality of the content. Social Media handlers and content creators are chasing to publish their “creative” and “unique” content just to beat the target – likes, shares, and comments. Truly, it is evolving like a competition platform. People compete on social media to get their desired number of likes, shares, and comments. They wanted to make everything to be “viral” – a term that is fueling competition.
What’s more, content consumption platforms are not just reaching more people than social media – they’re reaching younger people too. The aforementioned Pew Research Center study found that YouTube reaches more 18- to 49-year-olds than any other cable network. And a recent study by eMarketer found that Netflix will reach more American millennials this year than any other digital platform. Certainly, because these are the ones who can pay for subscriptions to their platforms. You pay, you watch. But watch out for what you are paying for.
Of course, that’s not to say that people aren’t still using it – they are. But the platform that was once seen as the pinnacle of online communication has been replaced by something far more powerful and pervasive: content consumption. We are then, consumed by the Media contents.
Social Media is dead, but Media is not.
What Brands and Marketers Must Know
What does that mean for brands and advertisers? It means that you can’t rely on social media to reach your target audience. Sure, you can still use it to distribute content, but if you want to truly connect with your customers, you need to go where they are – and that’s in the content they’re consuming. Bo back to the basic – the connection. Be organic and targeted. Needless to say, be rational.
The best way to do that is by creating content that resonates with your target audience. This will be more important than any other sort of advertising. That might mean creating videos, writing blog posts, or even just posting images on social media. The key is to make sure your content is relevant and interesting to your audience, and that it provides value. That is the very essence of connection.
When creating content for newer platforms, it’s important to keep in mind that these audiences are different than those on what used to be called “social media.”. They’re looking for fun, entertaining content that is relevant to their interests.
So, how can you create content that resonates with these audiences? Here are a few tips:
1. Content must be relevant and interesting.
When it comes to TikTok especially, viewers are looking for something that will make them laugh, smile, or just generally feel good. So if you want to create valuable content, focus on entertainment value . Keep your target audience in mind when creating content, and make sure it is relevant and interesting to them. If your content is boring or irrelevant, they won’t watch it. They also will leave your channel fast if it’s just full of hard sale advertisements. If you’re trying to be serious, make sure your information is accurate and well-researched. And always remember to stay on-brand; if your channel is all about cute animals, don’t suddenly start posting political videos. Consistency is also a key value here. Always be consistent on the relevancy and value of your content.
2. Engage to Provide value.
Your audience will appreciate videos that provide value – whether that’s entertainment, information, or both. Try to think of creative ways to deliver valuable content to your viewers. share useful information with your viewers. This could be anything from tips on how to do something new, to information about current events or hot topics. Try to think of creative ways to deliver this information, and make sure it’s interesting and engaging for your viewers. Take advantage of trends and current events. If something is happening in the world, try to create content around it that will interest your viewers. Always awaken their curiosity through valuable and engaging content – this is a value-added perk.
3. Be creative and unique always.
TikTok and other newer platforms are all about creativity and fun. So be creative with your content – use humor, be innovative, and think o
utside the box. This will help you stand out from the crowd and attract the attention from new viewers. Try filming unique video concepts, or use special effects and filters to add interest and flair to your videos. The more creative you are, the more likely people are to watch and share your content. Another thing to keep in mind is the tone of your content. If you’re trying to be funny, make sure your jokes are funny! Remember this, nothing beats unique and creative content. Originality at its best.
So as a brand advertiser how can you come up with fresh ideas that will capture your audience’s attention? Try brainstorming with friends or family members, or check out some of the latest trends on social media. You can also watch other popular TikTok creators for inspiration only don’t copycat. Always be updated so you won’t get outdated on your content. And please, do a well-researched study so you won’t end up creating lousy content. This may seem completely different than what many agencies have taught their employees, but changing the way we interact means changing the way we advertise.
To sum it up, interesting and relevant content will always “hit” the button. So, be consistent. Be mindful to engage with your audience with value-added content. Last but not least, craft original content with creativity and uniqueness as the top priority.