Platform Crossover barely existed 2 years ago
If I created a time machine and stepped back a couple of years, social media looked very different. Each social media platform had a particular USP that you could say ‘that’s what makes Instagram… well Instagram’. Whether is it camera filters (Instagram), disappearing content (Snapchat) or recorded video (Youtube), all the platforms had their little patch of grass which they watered regularly and kept their distance from neighbours… essentially there was little social media platform crossover happening.
Why video is winning today
However as digital natives grow in numbers and smartphone technology increasingly becomes more advanced, some interesting things are happening today!
People are creating their own content because:
- Smartphone cameras are sharper and quicker than ever
- People are more comfortable in sharing personal information online
- Media file size is less important due to cloud storage
And it’s not just ‘content’… we’re specifically talking about video. Now I can spend a good day talking about this behaviour, however I’m going to summarise my passionate thoughts within a couple hundred words…
People are time poor and content thirsty
As a society we’re time poor, visually led and content thirsty… what better way to serve this combination than with video. People generally don’t have the time to read long format articles, they want something that will entertain, inform or educate them within minutes, even seconds. If you’re waiting for a bus, in the supermarket queue, or just taking a 2 minutes break, you’re likely to be occupying yourself with video content to keep you engaged. So where does all this juicy video content live? You’ve guessed it, and brings me back to social media.
Facebook, Twitter, Instagram, Youtube (plus others) are all prioritising video content right now. They understand the trend and are adapting quickly, which is making the landscape a real video melting pot. Therefore when Snapshat historically ‘owned’ the disappearing video territory, it now shares this feature with ‘Facebook Direct’, ‘Messenger Day’ and ‘Instagram Stories’. Therefore we’re seeing patches of grass being trampled on all over the park.
If you want to understand more about this trend, attend the free webinar on ‘The 2017 Social Media Landscape’ Wednesday 12th April, 4pm UK time: