CMDC Media Digest, 2015-2016
Social medias evolution continues More so than any other media channel social is shaped by the media consumer and not just by the tech that governs it Along with a higher mobile penetration comes a higher penetration of HD video cameras in everyones pockets This tech mixed with millennial trends of snackable and disposable content has seen the rise of a new type of social platform that steers clear of the traditional and permanent wall of Facebook Mobile app based platforms like Snapchat and Vine are examples of this new wave in social Last years smash hit Yo App which only allowed users to send yo to other users comically demonstrates the movement away from meaningful and lasting engagement This new wave of interaction is based on messenger platforms that allow consumers content to be bited sized instantaneous and quickly consumed Facebook is not taking a backseat in this movement with its recent acquisition of Whats App and the introduction of Facebook Messenger based M a Siri or Google Now competitor Marketers are realizing that this rapidly evolving dynamic requires messages specifically tailored for each platform messages that are not simply reformatted to different specifications but rather unique messages that allow a brand to capitalize on how consumers use each platform Its both an exciting opportunity and a daunting prospect that diverse social platforms used together can support such a wide variety of branded content and messages Marketers are required to be even more focused on delivering the right message at the right time on the right platform and soon to the individual consumer Having said this top social platforms offer the reach and economies of scale most marketers are looking for Facebook sees one billion logins per day and despite marketers concerns Facebook usage by younger demographics is still massive with over 50 minutes per day Figure 2 The social space allows marketers to achieve efficient and effective reach while continuing to explore what number of platforms and degree of customization makes sense for their brands 59 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL DIGITAL SOCIAL MEDIA COMMENTARY Maura Hanley Vice President Havas Media
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