Tag Archives: whisper

The Only 2015 Social Media Trends You Need to Read This Year

As the year approaches the end, it has become an annual tradition for me take a look at crystal ball and share my views to Kurio Digital Marketing Think Thank on the next year´s social media trends. For those adapt at Finnish, I recommend reading the whole report in here. If you are not interested in the predictions of 26 other Finnish digital marketers, you can also jump straight to the most important ones (mine) below.

Before going through the actual answers, I have to say that I have not been interested in social media as such for a long time. Do not get me wrong. Social plays crucial role in digital business. But I seldom think digital as a separate entity either: digital is air. Digital, mobile and social should be a part of every business. Sometimes at the core, sometimes playing supporting role and sometimes playing no role at all. Strategy is about deciding what to do, but even more importantly what not to do. If you are thinking social media as a separate unit you are missing the bigger picture. The dominance of digital universe goes well beyond our traditional silos.

Having got that off my chest, here are my most important social media trends for 2015:

1. Biggest Social Media Trend in 2015?

One-Size does not fit all
No more social media army knives. Consumers demand services excelling in one feature instead of having multiple mediocre features crammed into one. It is no longer about maximizing users in one single service (Facebook), but maximizing the time spent on the whole ecosystem (WhatsApp, Instagram, FB Messenger). How different services will or not be integrated together is big strategic question and will have implications on what channels companies should be using to reach their target audience.

2. Social media platforms to look out for 2015?

Anonymous and Interest-based networks
Anononymous chat apps (i.e. Whisper & Secret) are definitely interesting. It remains to be seen, can they do the jump to the next level like Snapchat has done.
Even in 2014 discussion forums are still alive and kicking. This is one proof that, there is demand for interest-based social network with underlying idea ”It is not who you are, but what you are interested in”. Ello cannot make it and current anynomous chat apps focus more on filth, rumors and spying. All of those activities are naturally great, but is it enough for these apps to make it to the major league is a billion dollar valuation question.

3. Biggest challenges in doing social media marketing in 2015?

Wrong teams doing wrong things with wrong budgets to wrong clients
From business logic perspective, Facebook and YouTube are more traditional advertising than social media. When you sponsor a post in Facebook, you should invest as much or even more to it than to a print ad. Emphasizing the verb “should”. Many marketers have not understood the shift in dynamics in digital marketing. Facebook is new print. YouTube is the new TV. Some marketers still have the illusion that digital is either free or cheap and you do not have to worry about production values. They could not be more wrong.
On the other hand, some marketers misinterpret the rising digital ad prices and increased resemblance to traditional ad buying logic to just pushing your TV ads to YouTube or print ads to Facebook. They could not be more wrong. Although the prices are getting closer, the creative should be drastically different.
Eyeballs cost money and you do not have loopholes for free publicity any more. If you are not ready to take risks, be honest and bold, catching the attention of consumers is even harder, almost impossible regardless of the media budget.

4. Social Media Buzzword, which hopefully disappears in 2015?

Ello
There has been a simple reason why I have not written anything about Ello in this blog. It is not interesting at all. Diaspora and Ello are manifestations that consumers are not really that interested in privacy, your personal data usage in advertising or in pretty much anything else that you should be interested as a conscious consumer. The problem is that majority of consumers are not that conscious.

5. Biggest social media wish for the next year?

Wishes are for people, who do not make demands.
I actually read through my last year´s predictions and I still think they are valid stuff as well. So if you did not find trends suitable to your liking in this list, I recommend reading that one.

Happy holidays to every one! I still might have couple of posts left in tank for this year, but soon going for a deserved holiday.

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Psst… Can I Whisper you A Secret? Anonymous Mobile Messaging Apps Are The Next Big Thing in Digital

Mobile instant messaging is all the rage at the moment. WhatsApp got bought by Facebook for over 19 billionWhopping 73% of China´s online population uses WeChat. The amount of Snapchat users has increased over 67% in the last six months.

Next big thing will be anonymous mobile chatting:

1. There is a demand for anonynomous interest-based social networks
Have you ever wondered why discussion forums still thrive in 2014?
Why I was so amped up about Internet was that I could be able to talk about things I was interested (hiphop, basketball and record collecting) with people all around the world. With my friends I can communicate with every possible method, but finding likeminded people around passion points that new Internet start-ups have not tapped into in a while. Since the demise of MySpace, tech industry has been over-obsessed with friend-based networks and neglected the interest-based connections.

2. Content in anonymous mobile apps is more interesting 
Majority of Facebook content bores the hell out of people. I know that I am not the only one, who could live without a single photo update about “meat trophies” (baby photos), weddings, travel photos and sport achievements (I am guilty of the latter two). Everyone has a role to play in this world and Facebook is the center of humblebrag. It is filled with people trying to give polished side about themselves. Perfection is not really interesting, but the faults are (something marketers should also realize).
At a brief glance my Secret app is filled with dirty stories (both sexual and scatological) and controversial opinions from people who would not post anything of that sort in Facebook. One glance to FB or Twitter puts me to sleep. Posting with your own name puts automatic self-censorship on and usually people overdo it and they just come up with boring stuff.

Anonymity unleashes the real side of the people. In good and bad ways.

But don´t just take my word for it though, advertisers see potential with these applications as well. Combination of mining of the message content and GPS data could provide interesting advertising possibilities. Traditional media has also taken a heed and they are monitoring these apps to get some juicy secrets (usually false ones).

So how you can get started to post your toilet secrets?
Below I have broken down the four most interesting anonymous messaging apps:

Secret
secret-path
Secret is finally available in Android and that might be the tipping point which will propel it to mainstream success.
Basic promise: Share your secrets freely and anonymously. You can upload short posts and images.
Level of anonymity: You will be given an avatar and you can connect Secret with your contact list or find secrets based on the location. This puts interesting twist to usage of Secret as you automatically start to guess whom of your friends is posting the secrets.
Addictiveness: Content is not as explicit as in Whisper but way more interesting than your average FB and Twitter feeds. There seems to be also a steady stream of meaningful discussions in Secret going on. Usage is intuitive and it is the most advanced of the new generation messaging apps.

Whisper
dj
Another anonymous social network gaining popularity at the moment, it is more closer to media company as it has editorial staff headed by former Gawker editor Neetzan Zimmerman.
Basic promise: You can post your secrets in the meme-like format where your text is superimposed on a picture. Whisper also allows sending private messages to users and following topics that interest you most.
Level of anonymity: This app is completely anonymous and does not connect with your contact list.
Addictiveness: The app is messy both from content and functions. The complete anonymity unleashes probably the expressiveness of the users. Because of the private messaging function Whisper is used more to hooking up than other its competitors. Because of the editorial aspects of the app, Whisper is more enjoyable for the passive users as posts can get “viral” based on their algorithm.
 
Yik Yak
yikyak
Yik Yak is taking some cues from other social sites (Reddit) as it is incorporating timeline that consists of purely text updates.
Basic promise: Getting a live feed of what people are saying around you. You can upvote and downvote what is good and what is not. It is mostly targeted to college students.
Level of anonymity: It does not connect to your contact list but connects to your location (everyone in 1.5 mile radius can see the posts)
Addictiveness: Totally related to where you are posting. Being in too crowded area makes content too general but using app where they are no other users feels like having your private party. The look & feel is nicer than Whisper, but not as polished as Secret.

Chance
chance
Chance pretty much brings Chatroulette to mobile.
Basic promise: You can chat with random strangers.
Level of anonymity: Your selfie is taken every time you start a new chat and that acts as an avatar.
Addictiveness: As majority of the users are horny single dudes, expect short conversations if you are not hot girl and plenty of x-rated suggestions.

Naturally being anonymous does not necessarily only result to funny light-hearted frivolous chat. Especially Yik Yak has been getting flak as it has been connected to cyberbullying in High Schools.
It is too early to say are these apps just a passing fad or a sign of something bigger. I believe that there is definitely longer-lasting market for these applications. The founder of 4Chan Christopher  “moot” Poole put it nicely:

“The industry has spent ten years rushing to capitalize on real identity and friendship based networks and now it´s getting turned on to its head.
Now they are rushing to understand the opposite”

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