Emerging Areas and Emerging Platforms 2023
- Each year there are new developments which change they way we as consumers interact with social media content and how marketers engage with us.
- It is important for digital marketers to pay close attention to emerging trends, social media platforms and various technologies as social media for instance plays a key role in the conversion process.
Source: Statista.com
TikTok Case Study
TikTok is a social media platform that was developed in China. It’s tagline is: ‘leading destination for short-form mobile video’.
I the past two years TikTok has shot up in it’s user base and is starting to rival platforms like Instagram, YouTube and Facebook. Personally I think it’s popularity increased during COVID-19 when people were at home with not much to do but either watch and/or make videos. I know I watched quite a few!
TikTok uses looping video segments to share content. Just like other platforms TikTok uses algorithm’s to build a profile of what it believes it’s users want to see i.e. filter bubble.
TikTok is often used as an influencer platform due to the way users use it – quick videos that consumers can scroll through.
Discord Case Study
Discord is a free chat, text and voice call app that is used for communication in the for of homework projects, family trips, gaming support groups etc. Small groups use it to communicate with each other.
Servers are typically private, however, some are open communities that have an opt in function. This means people have complete control with how they interact with that server.
There is no algorithm deciding what people should see, no news feed and no scrolling option. Conversations are purely driven by shared interests.
Some businesses will use this platform for direct communication with customers.
Twitter becomes ‘X’
Twitter has recently made the change to become ‘X’ or ‘X Corp’ with the aim to: ‘to ensure freedom of speech and as an accelerant for X, the everything app.’
There is now a verification, which is required by consumers to access certain elements. This is accessed by buying a monthly subscription costing $11 a month. Subscribers are then able to read 6000 posts a day, non-subscribers can only read 600 posts a day. Either number may seem like a lot, however, one would be surprised by how many posts they are displayed when scrolling through posts.
New security and privacy rules. For example: ‘you may not publish or post other people’s private information (such as home phone number and address) without their express authorization and permission.’ I wonder if this was not in place before? As well as authenticity rules: ‘you may not impersonate individuals, groups or organizations to mislead, confuse or dece