Social media and the ‘Context Collapse’

The context is changing and so should your social media marketing.

When Mark Zuckerberg started Facebook way back in 2004, he wanted to bring people together in a way that we had never seen before. Today Facebook attracts in 1.79 billion monthly active users, which means around 24% of the world’s population is now reachable via a single social media channel.

We now find ourselves in a world that is saturated with social media platforms developed to supplement our lives with digital content. New applications are entering the market in an attempt to grab their slice of the pie. For example, Snapchat is the new leading application on the market, projecting our more personal moments in a short 1-10 second image or video. There is no number of friends or any other statistical data to be judged on and content is gone within 24 hours, which is very different to most applications. An application like this is very attractive to a younger audience. I mean, who really wants their dirty laundry lingering around on their profile for their parents to see, right? Facebook have moved to tackle this market by purchasing the popular photo sharing app, Instagram. Not only can you post and share your photos and videos but you can now post daily stories, similar to Snapchat. A fantastic way to interact with followers and potential customers.

We are now seeing the ‘Context Collapsing’ in certain social media applications that have been around for longer than others. Facebook is the prime example of this. Users are now frequently sharing content that has been posted by their ‘liked’ and ‘most popular’ pages. If you take it back 5-10 years ago when users were posting their own content into designated albums such as ‘Family’, ‘Napa 09’ and ‘Messy nights’. We have come a long way, thankfully. This shows that the context has changed in an application which usually means the audience is changing with it.

It’s Time for your business to capitalize on ‘Context Collapse’

With this gradual transition of context, we now have accepted platforms for digital marketing via applications such as Facebook. Users are more accepting of advertising dedicated to brand awareness. Businesses who create videos and images that can help the user transmit their desired perception through sharing and retweeting are seeing the most interactions and impressions.

Social media is moving further away from its intended purpose of communication amongst friends and family. It is now finding its feet as a B2C tool with businesses increasing content production and quality which is then distributed to its appropriate audience. In fact, a survey conducted in 2012 found that 7.4% of marketing budgets are put towards social media, that figure is predicted to rise 19.5% within the next five years. It is also anticipated that there will be a continued rise in spending on social media, with a similar projection of around 20.9% by the start of 2021.

The ever-growing social media world is fantastic news for new emerging businesses. It offers a variety of platforms that can be used to their advantage, opens up niche markets that can be targeted through social media applications. With the context ever-changing it is important your business acclimatises and transitions to new applications when necessary. Many marketing companies tend to stick to what they know best and miss out on opportunities. Exploring what is new and creating opportunities for your business is something we here at CrankTech strive for.

If you feel like you want to get your business online but don’t know how, please give us a call, we’d be happy to discuss. Now is the time to do it.