The outcome: poignant personal discussions about loneliness, all led by Sprite. Created exclusively for its best customers to talk about all things beauty, organize meet-ups and discuss products, the brand credits the group with helping to co-create one of its now-top-selling products , Milky Jelly Cleanser.
Study your audience to find breadcrumbs that will lead you to their micro-community campfires. Then, partner with an existing campfire or create your own. Private or public forums where participating in a shared experience — often around a specific shared interest — with a like-minded community is the primary purpose for gathering. Perhaps the best example of this type of campfire is Fortnite , a multiplayer video game that has more than million users, up to 8 million of whom are online at any given time.
Last year, the EDM artist Marshmello staged a virtual concert inside the game that The live broadcasting and viewing platform Twitch serves a similar function.
Live streamers, primarily gamers, broadcast their own gameplay, usually with audio commentary, for fans who can watch and interact via chat. Twitch users consumed billion minutes of live-stream content last year, and Twitch has recently pushed into non-gaming categories like music and sports. So how can marketers zero in on the right shared experience campfires for their audience?
As with the other campfires, they must first identify the communities and parts of the culture that their brand fits into. Then, determine the online experiences these audiences seek. Tip: Customization is key.
Without question, the digital campfire trend is firmly on the radar of the big social platforms. Zuckerberg is paying attention to this shift not only because the data shows that Facebook is losing young audiences , but because the re-direction of attention to more private modes of communication represents a major challenge for the company.
It is neither simple nor straightforward to reach audiences gathered around digital campfires. But as traditional social platforms grow, they become more crowded, and it becomes more difficult and expensive to reach people there anyway.
In light of this, digital campfires become a much more attractive alternative — one that requires more groundwork and more careful tending, but one that could potentially have big payoffs for brands in terms of loyalty, retention, and long-term love. Freed from the screen, they escaped from the overwhelming flows of information and tasks.
Their deep sense of connection with the world, and their loved ones, was clear to see. Many of those who switched off enjoyed new-found vitality, because they found time to connect with the world in the here and now. This is crucial to helping us reset and relax , so that we are prepared for more stressful times.
Time spent scrolling through content may feel as though it makes light demands on body and mind. But the visual interference from a bright screen is far from relaxing.
You are much less likely to have restful sleep if you share a bed with your smartphone, or surf to sleep. As mindfulness is becoming more popular, its core ideas are often coopted by technology. On Instagram, for example, successful influencers show off their yoga skills and promote spiritual disciplines.
Fitness trackers, health data and yoga apps consistently rank among the top apps downloaded by smartphone users. Our disconnected group told us that we should be more critical of our use of apps and start leaving our phone behind.
People likely always have their smartphones with them, so it makes sense they use mobile apps to access social media the most. People who access social media on computer web browsers are likely doing so at work, which some believe causes employees to be less productive and waste work time. More than half of businesses have a policy about social media usage at work. Whether a company has a policy against social media or not, employees will still take breaks during the day — on social media or doing something else.
For example, Sally Compton, public relations coordinator at the Oregon Coast Aquarium , said her personal social media experience has helped her create successful social media content for the company. Compton creates posts that are relevant to pop culture, such as the Presidential Alert text Americans received on Oct. It helps me make relevant content for the aquarium that is both educational and enjoyable. Businesses that give employees the freedom to use social media can help employees break up their days at work and are likely to have more success at social media themselves.
Women likely use social media more than men because social media appeals to many of their interests. The amount of content out there on the internet and on social entertain women more than they would men. The majority of both males and females use Facebook at least once a week, but there is a gender divide in regards to how they use other social media channels.
Women use Pinterest because its content focuses on topics such as food, design, and aesthetics, which traditionally appeal more to females. Women enjoy Pinterest because its content appeals to their interests, while men like Reddit and Twitter, which better match their communication styles.
Men tend to prefer content with words, while women prefer content with visuals, which explains their preferred social media channels. Men tend to use computers more often than females, which explains why they are more likely to access social media from computer web browsers.
Women tend to download more mobile apps than men, while men tend to use computers more often than women, habits that extend to their social media use. People use social media every day, mainly with a mobile app or desktop computer. They use a variety of channels, including Facebook, YouTube, and Instagram, and their use of these channels has increased over the past year.
The Manifest surveyed consumers from across the U. Based on your budget, timeline, and specifications we can help you build a shortlist of companies that perfectly matches your project needs.
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