Follow me here. The principal concept of Snapchat is that pictures and messages are only available for a short time before they become inaccessible. They become obsolete if you will.
When a brand pushes out a “piece” of social media content, they’re hoping that content will move the needle in the form of a standard KPI, i.e. mentions, likes, favorites or followers. How long are brands hoping that content will last? Certainly 24 hours. Then they rinse and repeat, right?
Recently in a MIT Sloan Management post, I read the following in regards to business value in creating social media content:
How can businesses and others reverse this trend and reap more enduring benefits from social media? For starters, it will take a fundamental change in focus.
What most people/brands don’t understand is that users and consumers have been conditioned to consume content in snackable bits now. Their attention spans have been reduced to anywhere from 12 seconds to 24 hours and they move on. Brands have to act accordingly.
Particularly when a brand has about 15 seconds to get someone’s attention when they land on their website, the words and images become that much more important and impactful when trying to derive an action.
The need to have an over-arching strategy to every social media platform is not only a key to success but it should be a mandate. Does that mean a brand should use them? No. But marketers need to understand how each platform relates to not only what they want to do but also in how it might relate to its current customers but future prospects. What do the people want? Give it to them.
It’s not so much the what as it is the how. That means twitter content will not necessarily play well on Facebook and or Facebook content will not necessarily work on Linkedin-particularly after LinkedIn’s latest site changes*
What we’re experiencing right now thanks to the Snapchat generation* is that brands are being forced to create content, messages, and strategies that become antiquated in less than six months. If it’s about branding and creating awareness and thought leadership, then there is indeed an intense pressure to be interesting every day.
I used to say that digital obsolescence only applied to products and platforms but now it appears that it now applies to content itself.
Clearly, marketers and brands have got to elevate their game of being interesting and compelling every day at midnight.