Your clients are NOT just statistics, they're your Community!
2024 Strategy - A Closer Look at Social Media (3 out of 5)
In this complicated economic sequence, I return to you with a new reflection. My last post touched upon the vital importance of prioritizing engagement over the frenzied quest for fame in a world where the economy is tightening its belts.
Today, I want to dive with you into the depths of engagement and retention on social media, these beacons in the post-pandemic marketing storm that illuminate our path towards the future.
« It’s the soul of your brand that speaks »
Engagement: Like an architect building bridges, we create authentic connections that unify and strengthen our community, making it loyal and engaged. It's the soul of our brand that speaks, in every interaction, every share, every moment of truth.
Retention: Beyond mere acquisition, it's the art of keeping the flame alive, of cultivating interest and loyalty that ensures our indelible presence in the minds of consumers. How many companies I discover each month, using Facebook, Insta, and TikTok as megaphones. How many brands still program their content in a "push" logic and not as a community link. Social media retention can only be expressed if the brand animates its community to keep it captive. Beware, "retention" should not be a discount trap either...
In this ceaseless ballet of formats and algorithms, where every step, every movement must be calculated and yet seem natural, engagement and retention stand as the true measures of our success. Let's keep our eyes on the horizon of emerging trends, while keeping our feet firmly planted in the fundamentals that have built our brands.
The Evolution of Social Platforms at the Start of the Year
In the incessant ballet of social platforms, where each announcement seems to herald a new era, artificial intelligence still positions itself as the main protagonist. Here, I share some summaries of readings on the subject that I find most relevant.
Gone are the human influencers
If the idea of virtual influencers powered by AI seems straight out of a science fiction novel, it is nevertheless on the verge of becoming a mainstream reality. Initiated mainly in Asia, this trend is gaining ground in the West, offering unprecedented control over content and the message conveyed. However, the debate over authenticity and the sustainable engagement of the audience remains open. These digital avatars, like Miquela who has already collaborated with giants like Calvin Klein and Dior, prove that the potential is there.
The Swift Adoption of UAIGC
UAIGC (User Artificial Intelligence Generated Content) promises to revolutionize the way we conceive content, offering brands and consumers tools to transform and reinvent what we share online. It is an invitation to flexibility, to embrace creative reinterpretations of our products, and to consider collaborations that until now only existed in our imagination, all while scrupulously maintaining the integrity of our brand.
Personalization, the Keystone of 2024... Again
AI is already profoundly influencing social media, but we are on the brink of a true personalization revolution. By analyzing massive behavioral data, we will soon be able to offer hyper-personalized content that speaks directly to each individual. Imagine tools capable of generating scripts, modifying voices, or even composing music, all designed to resonate in unison with the precise expectations of our audience. This is particularly a boon in areas where personalization reigns supreme, promising content that not only engages but deeply resonates.
Updates from the Networks
Meta, armed with increasingly precise algorithms, promises to revolutionize our way of working, creating, engaging. Nevertheless, the wait for real innovations continues. The recent automation of stickers on Instagram, although practical, does not represent a seismic shift in my eyes. But stay in "adaptability mode" because when it does happen, it will be a true tidal wave.
TikTok, for its part, boldly sketches the future, proving that long content can, against all odds, captivate an audience eager for depth. I bet on profound transformations in 2024, where this format could well redefine the contours of engagement.
LinkedIn, having contacted some of us to inform about the discontinuation of Creator Mode, reminds us of a fundamental lesson: the vital importance of adaptability in a fluid digital world. At LinkedIn, especially for B2B, no great revolutions... as usual, you might say. But it is clearly the platform to prioritize for business development. However, do not believe in miracles. Lead generation does not happen with just a few clicks. See it as an information tool to set up sales strategies first and foremost. But once you are organized, using Sales Navigator could become an extremely powerful tool.
YouTube, through its experiments with Dream Track, opens a window on the upcoming challenges in terms of creation: legality, adaptability, ethics. These new and complex playgrounds require us, marketing professionals, to maintain vigilance and renewed creativity.
This year marked by an AI revolution that reshapes the contours of our professions, I wonder: how do you approach these changes? What innovative strategies are you implementing to cultivate engagement and enhance retention within your communities? Contact me to discuss the challenges of your business together.
« ... social platforms will continue to evolve, pushing us to constantly reinvent our approaches. »
The road is uncertain, but one thing is sure: social platforms will continue to evolve, pushing us to constantly reinvent our approaches. Engagement and retention remain our beacons in this journey, guiding us towards ever more authentic and meaningful interactions.
Let's share, debate, innovate!
Together, armed with our passion and audacity, we will chart the path of tomorrow.
