Welcome to The Watercooler, issue 31.
LMTD has picked out some of the most interesting digital and social media stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry.
Something else you’d like to see? Let us know at firstname.lastname@example.org.
This week, our Senior Strategist and resident creative consultant Tom Bird gives us his thoughts on Facebook’s newest content series.
We all know that your friends will be there for you when the rain starts to pour, but are you sharing that with your Facebook ‘Friends’?
In a bid to try to increase engagement from the community with the community itself – rather than brands talking to ‘Likers’, Facebook has produced a content series around the theme of Friends. A host of inherently shareable videos and pictures has been created for you to watch, enjoy and of course share on Facebook. We especially like the ‘You think you’re not a hipster’ vignette which is especially apt for our CEO Will Hutson.
It’s interesting to note that the series is hosted on its own digital property – optimised for desktop, mobile and tablet of course – rather than a Facebook app which further signifies the shift outside of the desktop-orientated world of facebook.com.
As a case study in what to do to create an interesting, shareable and – dare I say it – viral platform, you couldn’t do much better.
Video is fast-becoming the medium for all social platforms, so the logical next step it seems is to move into live-stream. Long being the darling feature of Google Hangouts, recent moves have seen Twitter moving into the field. Recently it launched its native video publishing functionality and now rumours are afoot that it has acquired Periscope — a still-in-beta live-streaming app.
With the likes of Snapchat and its ever growing user base that lives in the moment, there is trend towards the ‘see it live and never again mentality’. Periscope isn’t the only player in this field and other apps are seeing their user base balloon fast because of their deep seated reliance on Twitter. Last week, Meerkat had its API access inadvertently blocked due to too much traffic.
However, just because we have the technology to broadcast what’s happening live in front of us to the world, it doesn’t mean we should. We’ve been able to see live webcams for years, but do we actually want to watch them? As ever, content is going to be king.
Social Media’s poster child Instagram is now ahead of Facebook when it comes to photo uploads, with brands posting an average of 9.3 times a week to Instagram, up from 7.5 posts a year ago. Facebook posts decreased, meanwhile, from 11.1 to 8.8 per week, signalling a shift in users’ appetites for content.
Fashion is amongst the leading categories paving the way amongst social media influencers, and brands such as Christian Louboutin, Louis Vuitton and Calvin Klein have hopped on for the ride too, with Instagram-first content and bespoke campaigns to take advantage of the platform’s power users and usage trends.
All is not bad news for Facebook. Luckily for the world’s largest social network, this coincides with a healthy and growing consumption of video content, performing as well as if not better than the world’s most watched TV network, YouTube.
What we do know for sure is that a platform-specific approach is more relevant than ever, with one-size-fits-all social media solutions becoming more and more obsolete.