The social media landscape has become so saturated that communications professionals are struggling to keep up with the latest trends. Facebook sat atop the iron throne for quite some time, Twitter experienced rapid growth during its golden years and life was cozy for the few major players enjoying the view from a relatively quiet social media summit during the mid-2000s.
Fast forward to 2015, and now I have coworkers asking what “a snapchat” is and how “the vine” works. If you so much as blink, you will be swept up in this fast paced social media shit storm. In less than five years, Instagram exploded in popularity and is slowly strangling a competitive field once dominated by its owner (Facebook). YouTube is a video behemoth, and there doesn’t seem to be any website that can rival its superiority. Google owns it, and with their money, resources and creative direction it’s hard to imagine Vimeo or Hulu making any push to challenge the tube. Apps like Vine and Snapchat offer short form video storytelling, and a handful of brands have found success using these tools. From how-to videos on Vine (Lowes) to stop motion animation, it will be interesting to see how brands continue to reach younger audiences and create compelling content. Telling a story in six seconds is an art form in and of itself. I continue to be amazed at the creative process behind the amazing Vines being shared on a daily basis.
The best part is, brands will seek out influencers to create content for them! Every social media platform has its poster boys and girls, and brands are leveraging these influencers to reach new audiences looking for content that is genuine and not coming from the mouth of a money-hungry marketer.
Today’s social media lineup is so deep it feels like a new platform is sprouting up every week. Periscope is an app I’ve been keeping a close eye on. Twitter bought it in March for a cool $100 million, just like it bought out Vine in 2012. I don’t mean to stray off topic, but something tells me that Twitter is struggling to remain relevant. It is a social network that is here to stay, but the decline in the number of monthly active users is little concerning. However, no service can match Twitter in the realm of breaking news. The public controls the message, we’re empowered as our own reporters and news breaks on Twitter before traditional media outlets even have a chance to turn their cameras on. Let’s get back to Periscope. It’s a live video streaming service, and in its infancy it appears to have a lot of potential. Journalists are using it to cover live events and breaking news, politicians and other organizations are live streaming speeches and other notable talks and the general public is live streaming pay-per-view boxing matches and Game of Thrones episodes. What a time to be alive.
LinkedIn is a toss up for most brands, but if anything use it to build your personal brand. Employers want to see that you’re active on social media, and LinkedIn provides an outlet to showcase your career history and accomplishments. Flickr will always be a hub for more professional leaning photographers. It lacks in social where Instagram thrives, but Flickr is not trying to be an Instagram. It’s an image hosting site that has a traditional leaning audience, much like it’s parent company Yahoo. Times changed quickly for companies like AOL, Yahoo and Digg. They lost their competitive edge, their products became obsolete and now they’re playing catch up in a race they had no business competing in.
At the end of the day, it comes down to quality content. Satisfy a need, make someone laugh, make someone cry. Be genuine. Remain transparent, and remember that the audience always comes first. Social media is a part of our culture. It’s our generation’s printing press, and it has revolutionized the world we live in. In my own little world, I’m lucky enough to say that it’s my job.