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?

Threads, a new instagram – mobile only – platform, has got everyone in a tizzy since late last week. It’s not just a new social media platform, it brought back the thrill and excitement of the days when Twitter first began. When people conversed freely, without judgment, and with more freedom to be themselves.

Here’s a roundup for what you marketers may want to know more about: 

According to Meta, Threads will allow you to share text updates and join public conversations. It’s as simple as logging in through your Instagram profile. But note, you can’t deactivate the account unless you also do so for your Instagram account. Meant for short content, posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length. Upcoming features may include being “compatible with the open, interoperable social networks…”

How do you use the app? According to business insider:

• The house icon brings you to your feed.
• The magnifying glass icon takes you to a search page where you can type in the user names of people you wish to follow. 
• The pen-and-paper icon lets you create a new thread. 
• The heart icon shows your account activity. It displays who followed you, who replied to your thread, who mentioned you in their posts, and which users are verified. 
• The human figure icon takes you to your Threads profile where you can see your activity. 

According to Tom’s Guide here are some KEY differences to be aware of when it comes to content you can share:

• “You can post website links, videos and images on both. You can do post GIFs on both services as well, but you have to save the GIF to your camera roll first on Threads. That said, you can post more images and videos at once on Threads. 
• Twitter has a limit of four items per tweet, while Threads lets you share 10 items in a single post, which is the same limit for carousel posts in the Instagram apps.
• Speaking of carousels, Threads publishes groups of photos and videos in a way that lets you swipe side to side to view the collection. This feature is highly intuitive, and something we didn’t realize was missing from the Twitter experience until now.”

NFTs – also known as non-fungible tokens – are defined by Invetopedia as “cryptographic assets on a blockchain with unique identification codes and metadata that distinguish them from each other.”

Tons of B2C brands are taking advantage including Starbucks, fashion brands, bands for concerts, and more. So why bother caring in the B2B world?

Recently I wrote about the metaverse and how NFTs are utilized and what came to mind most when it comes to brands and this new tool in marketing is events. The metaverse is one location, but in real life events or brand events such as live streams can utilize NFTs as well.

B2B Brands can utilize NFTs with potentially the following:

• Event admission with NFT
• Event bonus content
• Brand loyalty created through NFT in wallet
• Brand ambassadorship through specific NFT in wallet
• Utilizing the cool factor of the popular types of NFTs
• Partnerships with other brands who are already in the space vs starting from scratch
• Partnering with creators who have made an impact vs creating your own

It’s not about you in the space, it’s about the person who carries the NFT in their wallet, and what it means to them. What feeling will it evoke? What type of attention will that carry? Will it provide some sort of special place in the crypto space for them? Will it give them loyalty points? Will they get special access to things or events or products/services?

Lots of things to consider here, but the main point is – what is the value YOUR brand is providing.

instagram

Instagram reels, are taking over the platform. As announced recently, all videos less than 15 minutes will be considered reels on Instagram. Sound familiar? Cough cough – TikTok. It should.

The question is, what does this mean for you or your brand? What does it mean for your video content and it’s performance?

Here’s the gist that matters:

• According to search engine land and Instagram: ”When your Reels are posted to a public profile, they may be eligible and recommended for more people to see. This also allows other users to Remix, edit, and add their own spin on the videos using Instagram’s built-in tools like templates and a new Dual feature that records your front and back cameras simultaneously.”
• “Moving forward they’ll also consolidate the video and Reels tab to create one tab for all of your feed videos.” – Later Blog has stated.
• In addition according to Later Blog: there will now be 3 forms of video content to choose from for your creation purposes:
  • Instagram Stories: Videos that last for 24 hours, and are split into 15 second slides.
  • Instagram Lives: Videos streamed in real-time, that can be up to four hours long.
  • Instagram Reels: Short-form vertical videos — now up to 15 minutes in length.
• According to Adweek – “Reels creators can now choose between a green screen, a horizontal or vertical split-screen or picture-in-picture reaction view to add their own video commentary to existing Reels.” In addition templates will be available for use of creators if they so choose to go that route.
• But what about photos? According to Social Media Today – “Remix for photos: Photos are core to the Instagram experience. In the coming weeks, you will be able to remix public photos. This gives you limitless inspiration to create your own unique reel.”

Why should you care about Reels? According to Social Insider: “In 2022, for example, Instagram Reels have an average engagement rate of 1.95%, which is at least double compared to the other post types.”

And stay up to date with Instagram… because there’s always a new update.

Lately all we hear or read about is NFTs and the Metaverse. So what about it? What does it really mean for marketers and brands?

However social media has become an integral part of our daily lives. Whether you want to connect with your friends, share your ideas, check what’s happening around the world, share your recorded video, or anything else, you turn to social media. Applications like Facebook, Instagram, Twitter, LinkedIn, and Pinterest are some of the most widely used social media platforms these days. Brands have always been proactive in looking out for smarter ways of promoting their products. Those who started using social media for business long ago are already reaping its benefits and have been successful in reaching a wider audience.

WHAT IS IT

The metaverse, founded by Meta -  is a digital location similar to what we had with second place and if you recall the palace from the nineties but more immersive. It uses AR and VR and blockchain, to create a place to interact outside the “real world.” If you have devices like the Oculus, you can see how it’s already starting…

ACCORDING TO ‘THE WIRED’ TO UNDERSTAND THE METAVERSE…

“Mentally replace the phrase “the metaverse” in a sentence with “cyberspace.” Ninety percent of the time, the meaning won’t substantially change, learn about the productivity at work apps. That’s because the term doesn’t really refer to any one specific type of technology, but rather a broad shift in how we interact with technology. And it’s entirely possible that the term itself will eventually become just as antiquated, even as the specific technology it once described becomes commonplace.”

 SO WHAT’S THE DIFFERENCE BETWEEN THE METAVERSE AND NFTS?

The metaverse gives people a space of their own in the digital sphere for showcasing, having events, and more. While NFTs are how people can price and sell said items such as images you’ve been seeing folks create and sell lately within the art and digital world.

WHY IT MATTERS TO BRANDS

Metaverse participants are able to engage in a new way with an audience who appreciates the online setting as more than just a place. It’s a setting to create another place that is reality, but outside reality at the same time. It’s a new location for experiences, events, content and a way to reach an audience in a way they’re excited about including gaming and more. This includes marketplaces where users can buy, sell and exchange items such as digital items including fashion, NFTs and event tickets. 

EXAMPLES OF BRANDS AND INFLUENCERS PARTICIPATING ALREADY

While the metaverse is still being created, adapted to, and evolving day by day, brands such as Forever 21, Miller Lite, Netflix, Coca-Cola, Gucci, Louis Vuitton, Apple and Nike have started creating content, experiences and in turn targeted content for this environment.

Want more examples  - check them out here by digital speaker. 

 EXAMPLES OF WHAT NOT TO DO

Do not treat it as another ad opportunity or place to throw the same content your brand has elsewhere online such as on Twitter or Instagram. It has to be ideated and executed specifically for this environment and experience, even if it’s apart of a larger campaign.

 BEST PRACTICES

• Create for the platform and use of it
• Do not be intrusive or interrupt use of the platform or location within it
• Be apart of the experience that’s immersive or passive

Are you ready?