Micro-blogging platforms allow consumers and influencers more control over content
Trend - Streamlined blogging and social apps are on the rise, as influencers look to better control the content they're able to create and sell, and as consumers look for content that's more personalized to their interests. With social apps like Instagram currently dominating digital culture, particularly among Millennials and Gen Z, creating spaces for smaller communities appeals to those looking for direct and genuine connections with peers and influencers.
Insight - The appeal of social media celebrities for consumers was their ability to directly engage with their fans, and now that the industry has grown, popular influencers are celebrities in their own right–with the same distance from their fans than the more traditional modes of celebrity has. Thus, consumers have gone back to craving the authentic connections that brought on the growth of the influencer industry–and individuals in this space are responding by re-establishing those connections via emerging platforms.
Insight - The appeal of social media celebrities for consumers was their ability to directly engage with their fans, and now that the industry has grown, popular influencers are celebrities in their own right–with the same distance from their fans than the more traditional modes of celebrity has. Thus, consumers have gone back to craving the authentic connections that brought on the growth of the influencer industry–and individuals in this space are responding by re-establishing those connections via emerging platforms.
Workshop Question - How could your brand establish authentic connections with its customers?
Trend Themes
1. Streamlined Micro-blogging - The rise of streamlined micro-blogging platforms that offer authentic connections is giving influencers more control over content and answering consumers' desire for personalized content.
2. Real-time Celebrity Communication - Real-time communication apps like CelebApp are providing space for celebrities and fans to interact on a personal level and providing industry professionals a fresh way of engaging with audiences.
3. Post-randomizing Social Networking - Post-Randomizing social networking apps like Carusel can provide opportunities for content creators to expand their reach and connect with different audiences.
Industry Implications
1. Social Media Marketing - Streamline Micro-blogging apps can provide a centralized way for businesses to reach their audience, engage with influencers, and create more personalized content.
2. Entertainment - Real-Time Celebrity Communication apps like CelebApp provide an opportunity for fans and industry professionals to engage with their favorite celebrities outside of traditional social media platforms.
3. Content Creation - Post-Randomizing Social Networking apps like Carusel can offer businesses and content creators a new way of reaching out to consumers, expanding their networks, and testing content engagement.
