Messaging becomes bigger than social media
As we saw in our last article, the messaging apps are in the top 10 most used apps on mobile. It is impossible to ignore its importance as billions of messages are being sent every day. According to Adweek, the younger generation is spending a lot less time on social media and much more on messaging apps such as Whatsapp, Kik and Facebook Messenger.
So now we have to consider marketing through messaging if we want to reach the elusive Millenials and especially Generation Z. The trick here is to make sure that, as a brand, you stay relevant and natural. Venturebeat mentions that “Marketeers need to find the key moments to passively enable a conversation through visual language or by creating compelling customer experiences via messaging channels.” We know that young consumers use messaging when in-store, sharing pictures of the products and asking for advice from their peers. Should brands position themselves as “peers” this generation feels comfortable with asking for advice? All we need now is a platform that meets the consumer’s needs for an intimate way to share and connect.
Being aware of dark social
Dark social is on the rise, especially with Generation Z. It simply includes apps such as Snapchat and Eroder – social media/apps that allow people to share moments of their life with their peers or followers but which are erased hours later. This gives a sense of security to the user, knowing that these will not endanger any future career plans (or the wrath of their parents now that they have befriended their children on classic social media such as Facebook and Instagram 😉 ).
Dark social is not making it easy for marketeers to use to their own means; there is no way to analyse any data from these platforms. Some brands are using these platforms effectively, creating fun dialogues with their audience, but this remains very limited in visibility and there is currently no way to grab useful data and learnings from these.
From text to visual
Emoji’s, stickers, Snapchat, video (360° or regular) – all of these are on the rise, and most of them also in marketing. This means there is a clear shift from text to visual marketing and brands need to make sure they follow this shift. In our last blog post, Instagram was pushed forward with some great examples of how, as a brand, you can position yourself as an inspiration all the while branding your content and being relevant for your audience. Not always an easy feat but entirely worth it should you find a way to incorporate your brand in a creative, visual way.
Virtual Reality is taking over
Images of people at SXSW wearing VR gear popped up pretty much everywhere on our social media feeds; a sign that might mean that VR was a hot topic at SXSW 😉 This year, the Samsung Gear VR wanted to push SXSW goers to try VR by pushing the #VRonDemand campaign. According to Venturebeat, if you tweeted the hashtag and responded to their following DM, the Samsung team brought you Samsung Gear VR to your location. A fun way to bring VR to the average consumer!
— SXSW (@sxsw) March 14, 2016
— Neven Simpson (@NevenSimpson) March 13, 2016
The tables have turned when it comes to robotics. Cynthia Breazeal from MIT introduced us to emotive computing in 2015, and this year emotive AI returned to Austin as she brought along her friend again: Jibo. Jibo is a super advanced robot, connecting to humans on an emotional level and creating a human-to-human connction rather than a human-to-robot experience. Venturebeat mentions that “the key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.” So, are you looking forward to your first emotional connection to AI?
Curious? Interested? Questions? Drop us a line at firstname.lastname@example.org and we will be happy to discuss these topics with you!