Perfecting the Social Scroll
2 February 2021
Author: Jasmine Waters
Whether it’s for business or pleasure, we now spend a great deal of time mindlessly scrolling through our social feeds – especially since the effects of lockdowns. Throughout the last year, we’ve seen a huge amount of change in how social apps looks and interact, leaving many feeling bemused as to where they should be, and how they should engage. As the lines of social engagement blur, marketing strategies need to be realigned. Where are brands now best place, and how should they be posting?
What differences are we seeing?
According to WGSN, the recent trend of different social platforms amalgamating into each other has coined the phrase “cryptomnesia”, meaning a forgotten memory that has been unconsciously co-opted by someone as their own. Now more than ever, we’re likely to unknowingly take someone else’s content, which could mean those that are at a disadvantage might not get the full credit for something they’ve spent time creating. We know full well how important connection and community are in the face of COVID, and the same applies to digital practice. If brands see something they’d like to use but aren’t too sure of the source, take the time to find it so you are opening the door of exposure to step through together. Consumers will value the transparency and loyalty and may question something if credits aren’t properly explained. Particularly due to the abundance of information we receive through social channels on a daily basis, it’s easy to be over-consumed and lost in the crowd. Focusing on collaboration rather than co-opting will provide an easy path through the merging of social functions.
How do brands fit in?
The idea of co-opting spills over into the platforms themselves. Where are we supposed to put our 15 second videos, livestream or use market selling functions? There’s now little distinction between what apps do, as most strive to encompass it all under a ‘super app’ umbrella term. In order to try and become a one-stop shop, both Western platforms and brands should look to the emergence and success of the Chinese social market. Keeping consumer experience and need at the fore, Chinese apps are driven by in-app commerce, so the user doesn’t need to leave to fulfil any other shopping want.
As well as looking to those who are setting the pace and watching what works, brands can take inspiration from these changes to create memorable moments that differ and prevent clashes in ideas. Using this reinvention as a change to experiment is also a risk worth taking, as many platforms are launching new tools that will continually work to a brand’s advantage. Monitoring and testing what works alongside a balanced marketing system will allow brands to cut through the social white noise and assert themselves in the social media game.
Image source: later.com