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Thumbs Down: Why Brands Should Care Less About the ?Like?

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Add to Flipboard Magazine. Fuente: Inside Social Games - View all news from this site
Thumbs Down: Why Brands Should Care Less About the ?Like? Thumbs Down: Why Brands Should Care Less About the ?Like?

Thumbs Down: Why Brands Should Care Less About the ?Like?






Social media is the ultimate popularity contest. Each day, new platforms emerge and attract early adopters, eager to become the best big thing for brands and consumers alike.
From mobile apps to desktop sites, the game of numbers rages on across social mediums, placing a monumental amount of pressure on ?the like,? a feature predominantly linked to Facebook. However, a recent survey suggests Facebook?s golden reign may be beginning to falter.
According to a new report, brands are now posting more to Instagram than Facebook, suggesting that marketers are beginning to value quality of content over quantity of followers. Brands now post an average of 9.3 times a week to Instagram, up from 7.5 posts a year ago and topping Facebook?s decreased 8.8 rate. Meanwhile, an estimated 3 million U.S. teens abandoned Facebook between 2011 and 2014 and cite Instagram as “the most important” social network.
So why has Instagram risen through the ranks and what can we expect from the network as it continues to grow"
Transparency
Such a shift ties to brands? distrust of Facebook. When it boils down to it, brands know everything they post on Instagram will appear in followers? feeds, whereas much of their Facebook content can remain unseen, even though many use paid media to engage with their followers.
To increase Facebook visibility, brands now need to promote posts, which is detrimental to the organic reach of content. According to Facebook?s algorithm, consumers who have previously engaged with brand content have a higher chance of seeing posts in their News Feed, but even that?s not certain. While Facebook?s algorithm complicates engagement, Instagram offers a wave of transparency and a platform for organic content sharing. Back in December, the photo-sharing app made the news for purging bogus accounts, shearing the number of followers for brands and celebrities alike.
But such tactics speak to Instagram?s authenticity. Ultimately, consumers follow brands because they expect to see posts and benefit from timely updates. Having certain posts (particularly those offering a discount or special offer) appear to some audiences and not to others creates a poor user experience. Posting content on Instagram allows brands stability that cannot be guaranteed on Facebook, regardless of a consumer?s previous engagement.
Creative Leeway
Creativity comes with a price. To innovate captivating content, brands often invest in the tools needed to succeed – whether it?s using creative agencies, photographers or video teams. There?s been an explosion of creativity across Instagram. Gap recently announced the premiere of a mini soap opera series while apparel retailer Ted Baker launched its ?All is Not as it Seams? campaign, which encourages consumers to repost Instagram content and adjust filters to unlock secret messages. In both a literal and figurative sense, brands can afford to be more innovative on Instagram where their work is guaranteed to be seen...


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Source of news: Inside Social Games
Source of publication: 31-03-2015 16:00
visto: 1

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