"With over 35% of UK adults reducing their time on apps and choosing to 'detox' from social media, brands now need to work harder in order to make sure their social presence is adding as much value as possible. In relation, dark social is slowly rising up the ranks - fewer public interactions are taking place in favour of more private messages, Instagram Direct Messages, Whatsapp and Facebook Messenger."
""The use of private groups, communities and ephemeral 'stories' has risen sharply in the past two years. The era of social media regulation now begins: Social media was in the spotlight for all the wrong reasons for much of 2019. "Data privacy, online abuse, account security, as well as fake news and disinformation were the biggest topics of discussion.""
"This rise of authenticity, privacy and a more personal approach to social will prompt brands and organisations to look for strategies that prove brand loyalty to its followers. Audience generated contents, personal voice, and relatable influencers will prove pivotal to building the brand and follower relationship."
Social media in 2020 is shifting from mass-marketing and heavy branding toward personal, communication-driven interactions. Many UK adults are reducing app use and 'detoxing', increasing the importance of meaningful value from brand social presence. Dark social channels like private messages, Instagram Direct, WhatsApp and Messenger are growing while public interactions decline. Concerns about privacy, online abuse, account security, fake news and disinformation are raising regulation and encouraging private groups and ephemeral stories. Brands need strategies emphasizing authenticity, hyper-personalisation, audience-generated content, personal voice and relatable nano/micro-influencers. 360-degree video and user-generated content will support deeper engagement and community-driven loyalty.
Read at The Drum
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