With the advancement of the mobile Internet era, video has become the most popular content expression method for millennials. The snapshot function came into being. How do social media operations need to cope with this change and meet the new trend of the future?
2018 has passed. When we look back on this year, there are many things happening in the social media field. Among them, Facebook Cambridge analysis data leakage scandal is a landmark event. The incident exposes the shortcomings of information flow hidden for a long time, and the rapid rise of the snapshot is also Predicting the coming of a new era.
This article will explore the post-information flow era, from the behavior of Facebook hugs and snapshots to see how social media operations need to respond to changes in new trends.
First, the problem of information flow and Facebook’s distress
News Feed is one of Facebook’s product innovations. After launching in 2006, it became the first choice for people to connect with friends and share their daily lives.
In addition, it has played a pivotal role in Facebook’s dominant position in the advertising market. Therefore, in the past decade, information flow has become the jewel in Facebook’s crown. However, in the past few years, Facebook has been caught in the fight against false information, and has been plagued by user privacy issues.
Facebook even acknowledges that information flow can have a negative impact on a user’s mental health.
But this series of troubles for users is not the initial focus of Facebook’s information flow. At the beginning, Facebook launched a stream of information designed to help people stay in touch with the closest people, but a series of negative events made users more and more dissatisfied. Even Mark Zuckerberg acknowledged that the platform has already deviated from the original in this respect. Case. He posted on the Facebook page in January saying:
“Recently we got feedback from users, and posts from companies, brands and media are crowding out the moments that are in contact with our friends.”
When Swiss Federal Institute of Technology investigates what factors can kill social networks, they find that when users are not particularly connected, the relationship between users and social media will become increasingly alienated.
This is what Facebook is doing now, and it also sounded the alarm for him, prompting Facebook to turn the flow of information to more attention to the connection between users rather than brand advertising.
Second, the era of snapshot (story) is coming soon
When there are more and more problems in the information flow mode, a new expression has emerged: a snapshot.
The history of the development of the story
Since the launch of Snapchat in 2013, it has quickly become a favorite feature for users, especially Millennials. Seeing the potential of Snapshot, other social media platforms have also launched the Snapshot feature, the most widely known of which is the launch of Instagram Stories.
In February 2017, WhatsApp launched a snapshot function called “status”, where users can share pictures, videos and GIFs and disappear after 24 hours; in March, Facebook launched message days in its two main products, message and Facebook respectively. And Facebook stories. By 2018, the consulting company Block Party estimates that nearly 1 billion users use snapshots every day.
Facebook is embracing the era of snapshots. Instagram also launched the snapshot function (InstagramStories) in August 2016. By January 2017, Instagram announced that it had 150 million daily users and launched a snapshot of the commercial, and began a commercial attempt. Instagram is so emboldened because of the user’s love for the snapshot feature.
According to the survey, 47% of Instagram users found that Instagram Stories made them more authentic in their interactions with friends and family, which is why Facebook is determined to launch Facebook stories on its flagship Facebook.
At Facebook’s annual flagship conference, Facebook’s chief product officer Chris Cox also pointed out:
“Snapshots are on the road to transcending information flow, and it’s the main way people share content with friends sometime next year.”
Zuckerberg recently added, “It seems that snapshots will become a larger medium than information flow.” Facebook is not only optimistic about the future of the snapshot, but also has taken action to embrace the era of snapshots.
From setting the status editor to camera by default to encourage users to create snapshots from mobile devices, and adding snapshot preview slices to the top of the stream, it can be seen that Facebook is constantly testing to familiarize its users with more snapshots. Features.
Why is the Snapshot era coming soon, will Stories eventually replace the News Feed?
The strong momentum of the snapshot will continue
1. Snaps are born for the mobile Internet era.
As mentioned above, the information flow was born in 2006, it is still the era of PC Internet, Apple mobile phone has not yet been born.
With the birth of smartphones and the era of mobile Internet, video has become a favorite expression of content for millennials. According to Google’s research, 40% of teenagers think their favorite Youtube bloggers know him or her better than their best friends, and 70% of teenagers prefer the Youtube bloggers they subscribe to instead of traditional stars.
From horizontal screen to vertical screen is the trend of the mobile Internet era
2. The vertical screen mode is in line with the development trend of the mobile Internet era.
A few years ago, if you were shooting vertical video on your phone, it would be ridiculous, but now it is no longer the case. To some extent, the habits of people who like to watch horizontal video in the past are the product of the PC era.
Now users prefer to shoot videos in portrait mode, because the mobile Internet era Aboriginal people are more accustomed to holding a mobile phone vertical screen to watch full-screen video.
Facebook data disclosure scandal makes users pay more attention to privacy protection
3. The increased awareness of user privacy protection has prompted more people to switch to using snapshots.
Before the Facebook Cambridge analysis scandal was exposed, the mode of burning after the burn-up was already popular among users, and the number of users of encrypted chat software such as Telegram was increasing, indicating that overseas users began to get rid of giants such as Facebook. Awareness of personal privacy data collection.
In addition, compared to instant messaging applications and social media applications, instant messaging applications are more popular around the world, because other users can’t see the likes and comments on social media in instant messaging, reducing the social pressure of some users from outsiders. It is more conducive to protecting your privacy.
The characteristics of burning after the snapshot is very good to meet the user’s privacy protection requirements, in addition to the user’s own, others can not see the user’s comments on the content posted feedback. And compared to the information flow mode, the snapshot is obviously more difficult to quantify, so the data is more difficult to collect.
Although all the changes will take some time, it is a historical trend to introduce new ideas. There is no doubt that the information flow model will still play an important role for a long time in the future, and the snapshot will not completely replace the information flow at once.
When we reviewed the information flow model, it was not immediately popular, and it was even opposed by many users. At that time, there was a group called “Anti-Facebook Information Stream”, which had more than 280,000 members at its peak, which proved that many of them were strongly disgusted with the information flow.
Despite this resistance, Facebook insists that no matter how much people respond or respond to this change, they will continue to use Facebook. Because users have nothing to do with two coping strategies: accepting changes or leaving, Facebook confidently believes that the vast majority of people will accept changes and continue to use Facebook and that’s true.
Each industry releases an average of 2.3 snapshots per week.
Block Party’s research found that nearly four-fifths of companies use Stories on Instagram. Instagram also found that more than a third of people said they were more interested in brands or products after seeing it in Instagram stories. As the number of users continues to grow on Facebook Stories, many brand accounts will start posting there soon.
Therefore, from the historical trend, the snapshot will also be the next inevitable content form. As a sea operator, we must have a keen sense of the future trend. We should start preparing for the snapshot era and try to cope with the operation of the information flow era.
It is recommended to start applying snapshots to your business in three ways to ensure that you are emerging in the next wave of social media marketing changes.
1. Learn about Facebook Stories early, cross-sync on Instagram and Facebook
So far, Facebook Stories hasn’t really caught on. But Facebook CEO Mark Zuckerberg wants Facebook to focus on Stories in the future and is investing heavily.
Currently, only about 9% of mainstream brands are starting to run Facebook Stories, but companies that are aware of this trend and are starting to invest will get a first-mover advantage.
In fact, it’s also very simple, you can sync snapshots directly from Instagram to Facebook with a single click of a button. If you’ve linked your Instagram account to your Facebook page, you can sync your Stories content directly by clicking the button, or even set up your account to automatically post all stories from Instagram to Facebook.
Just click on the profile icon in the top right corner of Instagram, then open “Account Settings” and select “Story Controls”, click to be automatically posted to Facebook.
Cross-publishing the same content to Instagram and Facebook may not be the best long-term strategy, as your audience on both platforms may prefer different content. But this is a great way to get started and learn about your audience’s preferences on both platforms.
Involving specific shooting techniques, here are some specific suggestions: Video shooting format Note Select the vertical screen format, which is the user’s customary viewing mode. The choice of shooting content, compared to animation, the effect of live-action video is significantly better, because the live-action video is more in line with the user’s viewing habits on the snapshot. At the genre of content publishing, based on the rush hour of the user’s Snapshot, you can share content at different times of the day to see which content is best for your audience.
2. Add UTM to the link to track the effect and note the use of GIF to guide the user.
With over 10,000 followers or verified merchant accounts, you can add a “slide up” feature to your snapshots to guide users to a landing page such as an app or app store download app.
By adding UTM to your Story URL, you can track where your users are going and better understand what they like. If you don’t have the “slide up” feature yet, you can put a link with the UTM code into your profile and guide the user through the copy.
In addition, pay attention to the use of GIF to attract attention and guide the audience to pay attention to things such as call-to-action or “slide up”, which can be the finishing touch. Also consider adding AR and GIF to the snapshot. AR and GIF stickers are now widely used as features of the Stories camera on Facebook, Instagram and Snapchat.
3. Integrate team resources and explore the direction of brand snapshots
When the snapshot is a collection of video, text, images, GIF and other content methods, its effect can be optimal. Therefore, it is unrealistic to expect a student who is responsible for social media operations to have all of these skills. You need to integrate video shooting team, graphic design team and other people from different backgrounds to brainstorm ideas, from creative production to content creation, to create a user eye. A bright content.
The creation of snapshots is not difficult, but you need to constantly test to find the direction of content creation that matches your brand positioning.
For example, for some software products, you can create tutorials to show people how to use your products; for high-tech companies, you can show employees’ daily life so that users can understand the company culture and draw closer to users, such as shaking the tone on Xiaomi official number. It shows the other side of the technology company by showing the daily funny way of Xiaomi employees, and enhances the user’s intimacy with the brand. For e-commerce and other products, you can conduct Q&A Q&A by hosting regular programs or selecting topics or common questions of interest to customers. .
Need to explain here, when it comes to video output, many people are worried that the production of video is not beautiful enough, the price is too high, etc., are the stereotypes brought by traditional video marketing, in fact, there is no need to worry too much about this issue.
Because the Guardian found that in the snapshot, “not too fine” content is better than a lot of beautifully produced video, because real and interactive is the essence of the snapshot, so you don’t have to worry about the quality of the content. Instead, just shoot with your phone and focus on creating compelling descriptions. More gameplay and other people to explore together, welcome message exchange!
This article explores the post-information flow era, from the Facebook hug snapshot to see how social media operations need to respond to changes in new trends, followed by analysis of the correct posture of social media operations in 2019.