Microvideo and social networks may be "cool," but marketers always need to ask themselves what diving in will mean for their audiences and what they will want to see from them in these channels. Testing can yield answers, but Forrester Research Analyst Erna Alfred Liousas provides information about what the latest developments in social media mean for marketers.
She writes up a few answers in her blog post on Wednesday, "It Has Been a Busy Quarter For Social Media, But What Does That Mean For You?"
"One of my takeaways from the social world is that FOMO (fear of missing out) is alive and well across several audiences," Liousas writes.
Here are a few of her other takeaways for marketers:
1. Snapchat: The network's more than 100 million active monthly users want what's exclusive and ephemeral. This mostly female audience that's 71 percent Millennial or younger creates its own ephemera—the network says captioned photos and videos will disappear 10 seconds after opening—at a rate of "400 million "snaps" a day, The Wall Street Journal quotes of the network's CEO in November 2013. In one of the newest ways to appeal to, as well as monetize this audience for advertisers, Snapchat Login reports in January 2015 that marketers can place ads "in-line" with content from CNN, National Geographic, Vice, Yahoo and ESPN in an upcoming "Discover" part of the app.
2. Meerkat and Periscope: It doesn't get more FOMO and momentary than live streaming, she writes. "The next few months will hopefully shed light on Twitter's plans for Periscope and the market's overall reception to both apps," Liousas says. App users are already posting streams on experiences on Facebook, Twitter, Snapchat and Instagram. "When it comes to business marketing, smaller, emerging services might be more effective than getting lost in the shuffle on big social networks, according to Forrester Research," the Associated Press writes on March 26.
3. Facebook: Specifically addressing Messenger, Liousas writes the app will include: "apps, video/audio clips and functionality to allow brands to communicate with consumers in threaded discussions, and Messenger will even provide a money transfer service."
Do marketers fear missing out on the FOMO market?
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