What makes each social network different from the rest of the marketing platforms? It is the type of content created here, how that content is created and why that content is created. Consumers share a large variety of content for different reasons on different social networks available today.
Social media platforms are always evolving, which changes what we share. Facebook, Instagram, Snapchat and TikTok have been big drivers of these evolutions. He went on to describe how he thinks about social media channels as a technology platform compared. He thinks about the category of social technology as three tiers in a pyramid.
Communication
Self-expression, speaking to friends and family, higher frequency of interacting. This would be where Snapchat and Messenger sit.
Status
Showing people who you are, the cool factor you bring in, getting likes and comments, lower frequency than communication. Instagram and Facebook are the best examples here.
Talent
Making good media to entertain people, even lower frequency, but higher production. Think TikTok and YouTube for this.
Considering Talent on top, Status in the middle and Communication at the bottom, as you go up the pyramid, the time and energy needed to create content goes up and the frequency of content produced goes down accordingly. It is easy to send a simple image, video, or text on Snapchat because it does not take a lot of effort.
But, it’s much harder to learn a TikTok dance or put in the production time needed for a more polished YouTube video. The appeal of Status content was more limited because people only do something ‘cool’ once a week or once a month and not necessarily every day.
Another important aspect of this pyramid is the ratio of the content creator to the content consumers. At the bottom of the pyramid which is the widest, everyone creates and consumes almost equally. As you go up the pyramid the potential audience size increases and the number of people actually creating the content decreases. Talent social platforms are more of a lean-back experience for most consumers and communication social platforms are lean-in. There is more discussion and engagement over here. This theory matches up with the relatively recent trend of personified brand personalities, so compare the pyramid to your social media strategy before diving into the platform for promotions. Always study your assumptions of how users consume your content on each channel to match up to how much time you work on creating it. For all the social media marketing strategizing we, at Akuna have our dedicated team who look after all factors and help in brand visibility just the way you wish to have.
FINAL THOUGHTS…
Hope you enjoyed today’s article …
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