Live Streaming Takes Center Stage on Social Media
Live streaming video is poised to become a major new topic on social media in the coming year, as platforms seek to ride the wave of popularity enjoyed by short-form video formats. Here's why it may take off in 2023 and how platforms might integrate the feature. The Appeal of Live Streaming Numerous factors point to live streaming gaining prominence on mainstream social platforms in 2023. Younger users have embraced short-form video sharing through TikTok and Instagram Reels, favoring more immediate and interactive content. Live video formats allow users to engage directly with creators, fostering a stronger sense of presence and
The Rise of Private Social Networks
As issues of data privacy, censorship and content moderation continue to plague mainstream social media platforms, a new wave of private social networks promising more control and security could gain notable traction in 2023. Here are factors fueling demand and what these networks may offer users. Demand for Increased Privacy The frequent data breaches, targeted ads and invasive personal profiling that have characterized public social platforms have left many users seeking online communities with increased privacy safeguards. Recent research shows growing percentages of social media users concerned about data collection and unwillingness to share certain information publicly. Meanwhile, issues like algorithmic
Dark Social Sharing: Factors Shaping Digital Marketing
'Dark social sharing' refers to content that is privately distributed by users through channels like messaging apps, emails and file transfers instead of public social media platforms. This type of sharing is now a significant portion of overall social media traffic, prompting new strategies for digital marketers in the coming year. What is Dark Social Sharing? Traditional social networks only measure sharing that occurs publicly within their own platforms. However, extensive content sharing also happens privately through channels they cannot track. This 'dark social' sharing encompasses messaging app forwarding, comments shared over text messages and content emailed or transferred between users.
The ‘Real You’ Fallacy of Social Media
Social media creates the illusion we see each other's whole, complex selves. Yet what platforms show often differs drastically from who people truly are. Selective self-representation governs how most present online, breeding the 'real you' fallacy of social media. Understanding this reveals a more balanced, healthy perspective for using platforms productively and positively. Social Media is a Highlight Reel While appearing candid, what people share on social media actually involves high degrees of selectivity and curation. Individuals choose only positive moments, good angles and flattering filters in normalizing the 'highlight reel' effect. Users aim to craft an idealized
Dark Social Marketing
While most marketers focus on established social media platforms like Facebook, Instagram, and Twitter, an increasing amount of social interaction today happens through private messaging apps. These “dark social” channels like WhatsApp, Facebook Messenger, iMessage, and Snapchat are increasingly how friends and family communicate and share content. However, these closed ecosystems present challenges for marketers who want to reach consumers through relevant messaging. To succeed at dark social marketing in 2023, brands must craft strategies that feel authentic and valuable within private messaging conversations. As an example, over 2.5 billion people utilize instant messaging apps for communication. In contrast, less than