How Social Media is Changing

Recent reearch shows that people, epecially younger people, are changing their behaviour in terms of their use of social media. They are abandoning established open media like Facebook in favour of those that cater to particular interests and smaller groups. Sometimes labelled "digital campfires", these media offer more space to discuss matters openly with people having a common interest, greater safety and privacy. Examples are Facebook Messenger and What'sApp, Instagram's Threads, and Community.

So while conventional social media has plateaued or even declined with some groups, people are spending more time than ever on their phones, and the campfires are where they can be found.

This change in behaviour has important implications for marketing because it is harder for advertising to reach the campfires than it is to reach the open social media. That means it is harder to reach the younger demographic, because the older people are still going to the conventional social media like Facebook. So if you want to reach younger people, then you will have to find a way to the campfires. And if you want to reach older people, including senior citizens, you can still use conventional social media like Facebook. For more on this trend, check out this article in the Harvard Business Review.



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