In the wake of TikTok leaving and coming back. Apps debating what matters to their leaders. And more so, what matters to their users. More apps are coming…and they’re paving the way for greater ownership and authenticity to be present.

Starting with Bluesky…

Bluesky, developed by Jack Dorsey, has blown up recently and as a potential player in the social app landscape. It offers a decentralized platform where users can engage in conversations without the constraints often found on traditional social media networks. This unique architecture allows for greater user control over their data and the types of interactions they have, which is increasingly appealing in a climate where privacy concerns are looming more than ever.

Brands should take notice of Bluesky for several reasons. The app is attracting a diverse audience that includes tech-savvy individuals, creatives, and early adopters who are keen on exploring new digital frontiers. This demographic is often more engaged and willing to interact with brands in innovative ways, making it an attractive space for marketing and brand-building efforts. More so, Bluesky could lead to a more organic and authentic interaction, providing brands with the opportunity to cultivate genuine relationships with their audience. And influencers can have a new space to grow their brands. Or perhaps a new breed of influencers may bloom.

As Bluesky continues to grow, it may present significant advantages over the original social apps that have us on doom scrolls. It uses a protocol called AT Protocol, allowing users to create and manage their own experiences, such as customizing their feeds. This approach not only empowers users but also fosters a sense of community, as content is often more focused on quality and relevance rather than algorithms that prioritize engagement metrics.

The app’s interface is user-friendly and familiar, making it easy for users transitioning from platforms like Twitter. Content can be shared in various formats, including text, images, and links, promoting diverse interactions. Additionally, Bluesky encourages user feedback and suggestions, which can lead to continuous improvements and features that cater to the community’s needs.

Brands can leverage Bluesky by engaging authentically with users, participating in conversations, and utilizing the platform’s unique features to promote their messages. With its growing user base, brands that establish a presence early on may benefit from increased visibility and loyalty among users who appreciate their innovative approach.

Brands can build a community on Bluesky by adopting a few key tactics right away, that are not too different from other social platforms. The key being adapting to the users who use this platform and not just putting out what you want to put out:

• Engage Authentically: Brands should focus on genuine interactions with users. Respond to comments, participate in discussions, and share user-generated content to foster a sense of belonging.

• Create Valuable Content: Share content that resonates with the community’s interests. This could include informative posts, entertaining media, or thought leadership pieces that encourage conversation.

• Leverage Customization Features: Utilize the platform’s customization options to tailor messaging and content to specific audiences. This personal touch can enhance user engagement and loyalty.

• Encourage Feedback and Participation: Actively solicit user feedback on products and services. This not only improves offerings but also makes users feel valued and heard, which can strengthen community ties.

Brands can measure success on Bluesky through several metrics and strategies:

• Engagement Metrics: Track likes, shares, comments, and replies to gauge how users interact with your content. High engagement levels indicate that your messaging resonates with the audience.

• Follower Growth: Monitor the increase in followers over time. A growing follower base suggests that your brand is gaining traction and interest within the community.

• User Feedback: Pay attention to qualitative feedback from users. Comments, suggestions, and direct interactions can provide insights into customer sentiment and areas for improvement.

• Content Performance: Analyze which types of content generate the most engagement. Understanding what works best allows brands to refine their content strategy for better results in the future.

Brands should be mindful of several common pitfalls when engaging on Bluesky:

• Lack of Authenticity: Users can easily detect inauthentic interactions. Brands should avoid overly promotional content that feels disingenuous and instead focus on building real connections.

• Ignoring Feedback: Failing to engage with user feedback can alienate the audience. Brands should actively listen to their community and adapt their strategies based on user input.

• Neglecting Community Guidelines: Not adhering to Bluesky’s community standards can lead to negative repercussions, including account restrictions. Brands should familiarize themselves with these guidelines to avoid pitfalls.

• Overlooking Content Variety: Sticking to one type of content can become monotonous. Brands should diversify their posts with a mix of formats, including images, videos, and polls to keep the audience engaged.

And guess what – Bluesky is getting its own photo-sharing app. So more is coming…are you ready?

I recently attended the American Marketing Association’s National Leadership Summit and it was a great opportunity to remember how creative and amazing marketing truly can be. But then there are also pitfalls we need to avoid? With the ever-growing topic of generative AI, we need to not just consider the cool things we can do, but the ethics behind it.

First, there are so many AI apps out there: ChatGPT, CoPilot, Jasper, Dall-e, Lavender, Midjourney, and the list goes on.

Second as we use these, we nee to uphold mindful marketing through both our social values and create stakeholder value. We need to avoid the single and simple mindset, and ensure there is mindfullness in our usage.

So what are the some areas of concern?

1. Whose moral stands should be used?
2. Can machine converse about moral issues?
3. Can algorithms take context into account?
4. Who should be accountable?

My surprise from Peloton and Emma Lovewell

Having worked at agencies and currently on the brand side in marketing, I know how much brands care for their audience, their consumers, and their loyalists, look at https://www.socialboosting.com/buy-tiktok-likes/ for tiktok marketing and likes. On the flip side, being a consumer, I’ve had the opportunity to feel the love from some brands that have truly left an impression on me. Those are the brands I won’t forget so easily, and will be even more loyal to (or a new loyalist) because of how they appreciate and treat their consumers, look into human resources management.

I encountered brands like Banana Republic who sent me gift cards just by choosing true fans off of social media to surprise and delight with rewards. It was unexpected and a great chance to get consumers to come back in the store and remember how much they loved their products https://www.socialboosting.com/buy-tiktok-likes/.

Nordstrom, reached out with a personal shopper, and provided a guided experience with items that were specific to my taste based on my previous shopping behavior. It was curated just for me in a special and unique way.

Amex has always had amazing customer service. Anytime I ever had even the smallest of issues, they were able to resolve it right away and/or did their best to get to the bottom of the issue with little strain to me. That is clutch with such little time in our lives to be on the phone with customer service.

Mostly recently, I had an experience with Peloton, which was beyond remarkable. To caveat, I am a peloton enthusiast, who rides her bike on the regular, and posts about the brand and my dedication to my health and wellness. I also promote their content, products, and share content about their instructors who I admire and inspire me to be better each day. My favorite being, Emma Lovewell, who has a way of making me smile and excited every time I work out. Well…Peloton reached out to me and selected me to do an appreciation video/photo shoot for Emma to surprise her. They picked me up, brought me to the studio, and everything. To be chosen to surprise my favorite instructor was an honor to say the least.

Now here’s the clincher….the surprise was really for me (and the other honored peloton members who were invited). Emma was there and surprised me on set, in the middle of my video interview. She even brought out a cake for my bday (which was later that week). It was probably one of the coolest moments of my life, outside of maybe meeting Brad Pitt (still waiting on that one).

When brands take a moment and think through what will our customers appreciate beyond the product or service…that’s when they make an impact. When they think about what can we do to show our customers how special they are, that’s when they make an impact. Whether it’s a curated experience, great customer service, a surprise gift card, or an experience in person… small or big, they are all memorable and impactful.

Why does Wattpad matter?

Let’s start with the stats, because they’re pretty huge (according to wattpad.com):

• Audience: 90M+
• Avg Eng Time Per Day: 52 Minutes
• MIn Per Month: 23B
• Audience: 80% Gen Z

These aren’t just users, they’re “hyper-engaged” users who not only consume content, but contribute by writing said content too. They’re involved. They want to consume content that isn’t the norm and allows for a new way of engaging with like-minded individuals (and now brands too).

Why should brands care? Well some are already here, and production companies are ahead of the fold by getting partnerships with Wattpad to bring these stories to life through other mediums including video on Netflix and more.

Other brands and studios are allowing Wattpad users to submit their stories to allow them to create a film using their content. These are new unique opportunities to allow a target, potentially less tapped audience, to be apart of the content creation mix. They aren’t just consuming, they are engaging, creating, and being apart of the beginning of a story. A story your brand can tell, with the audience.

Some used to called it the YouTube for writers/stories. But it’s become so much more.

Here’s a cool example with how Netflix got involved and how Lionsgate created a consumer contest for creation … and it appears it’s only the beginning.

Where will Wattpad go next? Maybe your brand can help steer that.