The Social Shift: How to Remain Digitally Relevant

The Social Shift: How To Remain Digitally Relevant

By Joanie Bier, Creative Strategist at BrandJuice ©2019 BrandJuice | 1

Let’s unpack Complex We’ve put together a few facts and figures, to showcase the ever-evolving web of social consumption and the role brands play in shaping it.

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the While engagement with social media has experienced a consistently rapid incline over the years, recent events have instigated digital users to become more consciously aware of the content they consume, as well as where and how they spend their time online.

2018 left people fearful that their identities were under threat politically, from surveillance and data capture, as well as culturally, from appropriation (the fashion industry may have been 2019’s biggest offender) and homogenization (certain languages are now in danger from digital extinction).

As a result, some have boycotted social entirely, others have leveraged it as a forum to ignite change, and many are engaging in a backlash against overinflated influencers and brands that use big data. People are adapting their digital behaviors in a way that indicates a sweeping shift in how social media will be consumed in the future, which poses substantial implications for brands seeking to authentically communicate and connect.

Amidst the crisis, brands are expected to have a voice, as well as a role in driving cultural change without igniting outrage or alienating their audience. Navigating these shifts requires an understanding of how consumers are taking back control over what persona they portray online, and the digital lifestyle they choose to surround themselves with—ushering in a new wave of consumer consciousness defined by how social “connections” truly connect to who we are. ©2019 BrandJuice | 3

The Rise of Social Branding & the Everyday Influencer

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82% Of consumers would follow recommendations from a micro-influencer

Social networks are still centered on the need to connect, but the notion of what “connected” means is shifting. It’s no longer about being connected to those you know, but feeling connected to those you aspire to know who aren’t on the red carpet. As we begin to connect with others in a more aspirational way, the circle of what’s considered a “trusted” endorsement has expanded beyond friends and family to include the “everyday influencer”—those whose success is not derived from traditional celebrity status, but from commercializing their “friend next door” normalcy to create online communities of like-minded followers.

Source: 99firms

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THE MESSENGER MAKE-OVER The tumultuous landscape of influencer advertising has ignited a shift in how online personas and by extension, brand personas, are both perceived and perpetuated.

Moving forward, brands will need to be ever cognizant of who they select as their communication conduit (the “messenger� who connects their communication with consumers). The rapid rise of more relatable, microinfluencers may present a new strategic partnership opportunity for brands looking to align themselves with more targeted, unique perspectives and smaller sets of intense loyalists.

30% followers

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followers

Increase in ROI using smaller influencers compared to larger influencers

4in10 Millennials say their favorite influencer understands them better than friends

70% 27%

Of teens trust influencers more than traditional celebrities

Increase in use of social media to follow influencers

62% Of brands employ influencer marketing due to unique relationship between influencer and audience

Sources: Influencer Marketing Hub; Digital Marketing Institute; Relatable Inc.; Think with Google; Global Web Index

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Changing the Forum for Social Content Sharing

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The rise in popularity of live and long-form content is one indication of a larger sea change, in which traditional social media content (think news feeds and text posts) is no longer “thumb-stopping” enough to grab user attention—especially that of Gen Z and Millennial audiences. The rise of more meaningful, substance-driven content, like long-form video, that allows people to explore passion points they can engage with and discuss with others live, hints at the beginnings of a social consumption revolution.

300% More time is spent watching live video vs. pre-recorded

Source: We are Social

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TURN TO LONG-FORM FOCUS

41 MILLION People live-streamed Coachella, shattering YouTube streaming records

1IN4 Millennials and Gen Z-ers look to Instagram stories for products/services

Short content formats have long dominated social platforms. But as consumers are choosing the parts of themselves they most identify with and leaning into them more strongly, platforms are shaking up their content delivery systems to engage users in a more enduring way with long-form content. Identifying ownable channels and long-form branded content that creates an enduring connection, such as a unique docu-series or podcast, are opportunities for brands to build trust by delivering nonpromotional experiences that foster long-term consumer connections.

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20% Of videos on Facebook come through Facebook Live

15x 53%

Faster growth for story features than feed-based posts

More Instagram users create stories than news feed content

Sources: We are Social; 99firms; Vidmob State of Social Video; Hootsuite

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Narrowing to Niche Networks While the number of social platforms engaged with by individual users is still on the rise globally, the rate of increase year-overyear is showing signs of slowing—especially in the U.S. As the dominant platforms experience some changes to their demographic reach, new, more niche platforms are growing among consumers who are fatigued by the traditional social media giants, and are looking for more personalized ways to connect.

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8.8 Global average number of social media accounts per individual

Source: Hootsuite

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LESS MASS MORE MEANING The world’s leading platforms are still experiencing steady growth, despite occasional drops in user loyalty.

But as the plateauing amount of time users are spending on social media overall becomes distributed more thinly across multiple platforms, brands may benefit from shifting away from trying to reach a mass audience on larger platforms, to engaging in a more meaningful way with smaller, tribe-like communities on niche networks like Capsure and Nextdoor.

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-4.8% Rate of decline in time spent on social media since 2018

-72% Decrease in Facebook’s organic reach from 2016 to 2018

70% Of posts not visible in an Instagram feed

26% Of Gen Z-ers quit social media due to irrelevant content

Sources: Hootsuite; Social Media Today; Instagram; Hill Holliday

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Opt In or Out? The Dichotomies of Data Sharing 16

Recent data leaks and inappropriate information sharing from corporations we entrust our identities to has consumers up in arms about their privacy privileges. The reality, however, is that while we all value our privacy, we’re hard-wired to prioritize convenience and social connection first—because opting out often means missing out. By understanding we can’t have personalization without an individual’s information, or predictive intelligence without historical data, we’re coming to terms with the need to re-shape our thoughts on privacy and what degree of it is necessary.

54% Of people will share personal information if used to create personalized experiences

Source: RedPoint Global

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CONSIDER THE SOURCE Data is a source of power for companies today, and it can be a source of empowerment if handled properly.

Brands that will win the transparency game will be those who leverage personal data openly and ethically, using it for their consumers, rather than against them. And by helping their consumers control the data they share, brands can be seen as trusted resources educating their audiences on how to prioritize protection in a world where “privacy� is becoming more idealistic than realistic.

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1IN3 U,S, internet users are willing to sacrifice privacy for convenience

$240 Per year on average could be earned monetizing your personal data

12% Increase in reports of difficulty giving up social media accounts (since 2014)

75% Of marketing agencies prioritizing avoidance of influencer fraud

44% Of people are more limiting of sharing information digitally since 2018

Sources: SlickText; We are Social; Pew Research Center; Relatable Inc.; eMarketer

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Quantifying + Qualifying Social Behavior

It’s easy to forget that social media isn’t simply a collection of platforms driven by data. It’s a global community powered by people. So while facts and figures on online time and data usage are a critical part of the story, it’s understanding the human needs that are behind the rapidly changing behavior online that will influence how brands can successfully communicate in an evolving digital landscape.

It can be a bit overwhelming, we know. Feel free to contact BrandJuice any time to learn how FuturefluenceTM and business scenario planning can help your brand stay relevant and on the up and up.

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Joanie Bier is a Senior Creative Strategist at BrandJuice, a boutique brand strategy, innovation and design agency headquartered in Denver, Colorado. With a branding approach rooted in uncovering and analyzing human motivations to inspire emotionally-driven connections between brands and their consumers, Joanie has created intrinsically compelling content for businesses spanning consumer packaged goods, tourism, technology and healthcare.

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