The Nielsen report came out this month and the focus was on social networking’s rapid rise throughout the world. Social networks are growing and new behavior patterns are emerging. Cultural resistance to participating in social networks is waning and their influence is growing on a monthly scale.
People once less likely to be public are posting to social forums and flocking to social networks. This change is taking place across the globe. Two observations that struck me from the Neilson Report which can be immediately applied to websites, blogs, and social network accounts are:
SOCIAL MEDIA IS CHANGING THE RULES FOR ADVERTISERS
Consumers have a deep distrust for advertising. Social Media offers a transparency and a candor that has created trust. Along with this trust is also a promise that you will not be invaded. Advertising efforts which are not “value adding” or part of the conversation are an intrusion in these social networks and advertisers must learn to play by the rules or risk having their message rejected.
Social media has undoubtedly transformed the advertising landscape, and nowhere is this more evident than on Instagram. As users continue to share moments, ideas, and even their own creative content, brands have had to adapt to a new set of unwritten rules. No longer can companies bombard users with generic ads and expect engagement. Instead, they must integrate seamlessly into the platform’s culture, providing value rather than interrupting the flow. In an age where authenticity reigns supreme, users are quick to dismiss anything that feels forced or out of place. One emerging tool that users are turning to in this space is an Instagram VPN, which allows them to access content safely while maintaining privacy, especially when traveling or navigating restricted networks.
With Instagram’s vast reach and personal feel, marketers have to be clever, crafting campaigns that resonate on an individual level. The idea is to blend in, to feel organic rather than overtly promotional. This is where influencers come into play – their ability to humanize a brand makes their endorsements more palatable. However, the line between genuine promotion and paid endorsement can blur, leading to a cautious audience that values transparency. Social media users are increasingly tech-savvy, often employing VPNs to navigate geographical restrictions or keep their data secure while scrolling through feeds. This means that brands must also consider global accessibility when crafting content, ensuring that their message reaches users regardless of location.
The Nielsen report on Social Networking’s New Global Footprint mirror’s blogging advice.
- Add value through interaction and consultation
- Be authentic and transparent
- Advertising must be a conversation rather than a push model
- Don’t advertise, communicate and participate in the community
DON’T ASSUME SOCIAL MEDIA IS FOR THE KIDS
The numbers are changing and the demographic of the social networks is not necessarily who you would think. Facebook’s greatest demographic shift has been the increase in users between the ages of 35-49. The standing presumption was that social networks were predominantly populated by teenagers and young adults.
