What does “Facebook Fatigue” mean for marketers?
After reading this week’s Business Week article “Facebook Fatigue Should Freak Marketers Out”, we had to admit, we were a little…shocked. According to Piper Jaffrey, Facebook has dropped in importance to teens by 9% in just 1 year. While it still ranks above Twitter and Facebook, the margins are thin.
What exactly is it about Facebook that is making it less cool? And what are upcoming social channels, such as Reddit and Snapchat, doing right? While we don’t think Facebook is going away any time soon, it’s important to recognize the importance of these growing channels.
(Yawnnnn.) Don’t let this happen to you on social media!
Incorporating Reddit into your digital marketing strategy
Reddit is kind of like a free focus group. Since the site’s content maintains a level of quality and anonymity, it’s hard to gather specific demographic information, but it’s a good way to peak into what people are saying about your brand or your brand’s industry.
This site has a lot of power and the potential to make or break a campaign. There are no moderators and no filters. The only rule is that you prove your identity. Content can potentially go viral within seconds on Reddit, some may say even faster than Twitter.
AMAs (Ask Me Anything) are great opportunities for individuals (both celebrities and non-celebrities alike) with intriguing backgrounds to be transparent and create buzz. Don’t be scared of Reddit, if President Obama can do an AMA, you can too.
That most important takeaway from Reddit is to be a part of the conversation. From a brand’s perspective, you have to be aware of what Redditors are saying and attempt to dispel rumors or negative opinions. It’s not for everyone, but it’s definitely something you need to be monitoring. Reddit moves fast, and that’s why it’s catching up to Facebook in terms of influence.
2013: The Year of Mobile Marketing (Yes, Again)
According to this Piper Jaffray study, 91% of teens are likely to purchase a smartphone for their next device, up from 86% last spring and 90% last fall. Also, 58% of those teens plan on purchasing an iOS (Apple iPhone) as their smartphone of choice. Mobile continues to be the growing platform.
So how does that relate to Facebook Fatigue and the rise of Reddit (and other platforms)? Well, it’s no coincidence that Instagram, Twitter and Snapchat mobile users are quickly catching up to Facebook mobile users. Instagram and Snapchat are entirely mobile platforms, which is where the majority of consumers are using social media today. Twitter’s 140-character limitation made the transition to mobile simple, because we want short snippets of information when using our phones. Facebook’s mobile application can be cluttered and convoluted with advertisements mixed in with your Grandma’s “status”/short story about her day and much, much more. For a mobile user, it can be more of a headache to browse than the mobile-only platforms.
So back to our original question: Why are teens ditching Facebook? We think it’s just become too busy and mainstream for what teens want today. Most have even shorter attention spans than their predecessors and have moved onto an era of sharing images and videos. The key is to keep your message clear and concise, (regardless of the platform). Just because you can write more than 140 characters on Facebook doesn’t mean you should.
Engagement (not number of followers or amounts of posts) is the goal on social media. Interesting content, fresh images and creative posts are your best tools to keep users (even teens) engaged.