Internet chatbots have been around for a long time. More will come and the Facebook/Instagram monopoly will diminish. Marketers must make a clear distinction between the following types of 'influencer': Each of these influential people may have a role to play in your marketing, but you need to understand what that role is, and how it adds value. Fewer jobs, more gigs. We need to remind ourselves that our job is not to compete with Martin Scorsese or Steven Spielberg. 10 Words or Phrases That Convey Intelligence and Nuance, How I Controlled Communication With My Narcissistic Mother, Psychology Today © 2020 Sussex Publishers, LLC, New Findings Reveal Benefits of Ketamine for Depression, Ketamine Combats Depression via Unique Molecular Mechanisms, The Strongest Predictors of Sexual Desire, 3 Glimpses into the Hidden World of Gender Bias, ot giving hiring preference to the law-abiding, proportionately represented in school discipline. Big weapons may be needed to stop North Korea's nuclear threat. Less “Hi," more A.I. Of course, that causes more offshoring to low-cost countries. It's not inconceivable that, in the future doctor's office, the receptionist (a robot of course) will say, “The computer will see you now.”. Harvard's entering class is majority-minority. Advocates may not always tell your story in exactly the way you'd like (they're not an ad agency), and their stories may not reach the millions of people you dream of, but advocates are passionate, credible, and persuasive. Per this week’s comprehensive review in The Atlantic, both Left and Right media are twisting or ignoring facts to promulgate their a-priori world view. Critically though, unless marketing has delivered some kind of meaningful change, it has not added value. From a human perspective, that’s sad because most people like stability much more than having to look for another gig every few months. Video continues to be one of the most important trends in the social media world. 3. Live Video Streaming. To do this you'll need to understand the key trends in platform preferences and behaviour if you're going to engage audiences more efficiently and more effectively. "The future is female..." Well, maybe not. Back in the 1920s, who … In understanding and negotiating our fast-changing world, it may be helpful to recognize these trends: Less heterosexual, more pansexual. And that's the secret to making integrated platforms work for you. If you tell a joke and no-one laughs, most of us know that the answer isn't to shout that joke louder and hope that it will start to be funny simply because more people heard it. Remember: just because you can count it, it doesn't mean it counts. I would not take any of his trends seriously except for more tech less touch, and that is obvious to non-experts too. If you're convinced that you need video - and remember that it's definitely not mandatory - ensure that you're using it to address real business challenges and audience needs. These trends may relate to price, cost, consumer purchasing, marketing, manufacturing, sales methodology or any number of other areas. Is a video without audio - specially designed to engage Facebook users in-feed for a few seconds via autoplay - the same as a one-hour content epic such as a Red Bull extreme sports documentary? The Year of Stories. Is the celebrity only interested in money, or is there something else you can help them achieve instead? The i-Pod is an excellent example of all sorts of trends including place shifting, device convergence, Moore’s Law and miniaturisation. The reason why emoji have caught on so quickly in peer-to-peer digital interactions is that they bring an element of empathy to written communication that words alone can never convey. The Evolution of Communication. digital, social and mobile behaviours around the world, Siri is now an app platform in its own right, one-hour content epic such as a Red Bull extreme sports documentary. Social commerce is defined as a way to incorporate social media into the eCommerce shopping during to give shoppers real customer recommendations, visual created by real users, and social proof when making purchase decisions. Of course, emoji don't provide anywhere near the same level of emotional connection and engagement that 'live' conversations do, but they do add a significant amount more meaning than words alone. When we phone customer service and state our problem, it increasingly will be “heard” by artificial intelligence (AI) software and the answer will be projected on the human customer service rep’s screen. Until recently, the Fourth Estate has long been the most credible source of the information we need for a thriving democracy. Watching these 'user innovations' and shifts in behaviour, it's clear that many people yearn for more empathetic interaction, whether that's conversations with friends, or interactions to find new products and services. Advocates are the most misunderstood group on this list, yet they're potentially the most valuable from a marketing perspective. And that number is only growing. The donations to good works that have salved the consciences of the haves since the Nobel prize, do not demonstrate a benefit to the have nots. What are key opinion leaders motivated by, and how can you work with them so that everyone gets more of what they want? The trick to identifying the contribution of one specific element of your marketing is to ask people whether they've experienced that element, whether it's an individual ad, a social platform (e.g. For example, mobile applications can be a huge benefit to recruiters as many high potential candidates use their mobile devices to find a job and can apply easily while on the go. It's always tricky to extrapolate existing trends and automaticaly assume they become the norm. The tastes and fashions are a great example of this change. A marketer's job is to influence potential consumers' attitudes, beliefs and behaviours. The best advice is not to get caught up in chasing every trend, or trying to map out every possible nuance of the social media world. Where does 360° video fit in? Virtually all marketers use their own email, web and social channels to promote their business and products, but the top B2B marketers are also increasing their use of non-owned channels to expand their reach, according to the newly released 2020 B2B Benchmarks, Budgets, and Trends report. Issues such as race, gender, and redistribution are subject to significant censorship. None of these metrics measure a change in brand preference or action. Use these new opportunities to help your audiences and consumers to achieve more of the things that they care about, rather than using them as yet another advertising channel to talk about what you want to achieve. For instance, the 1980s brought in neon colors and big hair. One of the most significant differences is the growing popularity of social media. Most people (users) don't come to social media to buy things; they come to socialise. So why do we take what is essentially the same approach with our marketing? Integrated Platforms In fact, video will make up 82 percent of all internet traffic in 2020, according to Social Media Today. So the trend of just-in-time hiring will continue. More likely battlefields will be business and government computer networks, which control not only our money but our energy and water supply. Any ideas? Also, note that even in the US, more women enter technical programs, but few make it to graduation...women make up only 15-18% of the graduating Engineers... ...And that's with tons of support, programs, and funding. Video can sometimes help with that, but - for marketers - video (and all other kinds of content for that matter) is only ever a means to an end. 5. You'll know this yourself; how many times have you written an email that was completely misinterpreted by a recipient, simply because they missed emotional cues indicating sarcasm or humour? This is a corollary of the previous trend. That doesn’t argue for de-emphasizing education but does argue for adapting education to each person’s natural strengths. Conclusion We've become obsessed with creating and distributing all kinds of content, rather than using content as a tool to help us achieve our marketing objectives. Not in the least b/c of widespread ressentiment among large portions of society. And while some people, disproportionately men and boys, view that as sexist, signs point to Clinton being correct. Instead, look for ways to use social media environments to add the kinds of 'value' that people enjoy from social interactions with a great barista, an empathetic customer service agent, or a helpful concierge. Breakdown of historic alliances. They’ve been used to not only garner quick feedback about products but also as an additional engagement tool.S… The Dominance of Messengers New social trends transform how goods are built and sold. Sometimes that change is about radically flipping people's perceptions, but sometimes it's just about a subtle reinforcement of what they already think. For example, that manifests in the increased size of corporate foundations that give money to the poor and corporate ads touting efforts for said community. Meanwhile, opinion leaders have achieved their position because they're credible; other people trust their opinions. This is a stark contrast to the 1960s, which brought in trends like miniskirts and flat, middle-parted hair. Examples of non-owned channels that B2B marketers are using to share their messages include media … In Part I, we study social trends. Warren Farrell calls men "the disposable sex.". Leverage these trends to your advantage and stay ahead of your competitors. In understanding and negotiating our fast-changing world, it may be helpful to recognize these trends: Less heterosexual, more pansexual. Professional social platforms are a great opportunity to share your team's perspectives, as well as to engage clients, customers and partners in valuable conversation. If you know what your audiences are trying to achieve, and you know how your brand can help them achieve it, it's a lot easier to identify a few select times and places where your brand and its marketing will be most relevant in people's lives. People's sexual preferences are more or less hardwired, so the latest trends are not going to change that.. Men only have better brains for it in the West apparently. Simon Kemp shares the key findings from Digital 2020, our latest set of Global Digital reports. That reflects the trend from individualism to collectivism. Yes, billions of people use social media each day, but there is no-one using social media that we can't reach through at least one other media channel. Integrated Platforms. So, how do marketers improve ROI when working with influencers? One of the best examples is the explosive rise in the use of emoji over recent years. In my experience with over 5,000 clients, many people fear getting fired for not embracing The Orthodoxy. We are doomed to live under false narratives -- pretending that reality is something other than it is. We'll switch gears a bit for this next 'trend', but professional social networking is another hot topic that's worthy of every marketer's attention over the next few months. We've read so many articles dramatising the importance of posting every day, or of the critical need to post at "3pm on a Wednesday", we've become slaves to our content calendars. Our advice: only buy media when that investment offers a tangible contribution to your brand's bottom line. These are some of the trends that will dominate the social media landscape in 2021 and beyond. The reigning champion of this integrated approach is Tencent's WeChat, which enables its users to chat with friends using text, audio, video, stickers, etc but also enables them to send each other money, pay municipal fines, book an appointment with their doctor, and even renew their passport. The media’s replacing its near-sacred responsibility to be reportorial with so-called “advocacy journalism” has resulted in the public trust in the media, according to the latest Gallup Poll, sinking to its all-time low. However, the most interesting thing about the innovation is that it personifies personalisation.Globalisation creates commodification and homogenisation, which in turn creates the counter trend of personalisation as people react against standard issue products. Video is probably this year's hottest topic in social media, but we can't talk about 'video' in simple terms anymore. It may not always be easy to do this sort of research at the scale where you're comfortable making billion-dollar investments off the back of your findings, but our experience proves that even basic findings from this kind of approach are much more informative and reliable than measuring likes, views, or clicks. Disturbingly, the remedy that many marketers have opted for is to promote mediocre, 'calendar-filling' content using paid media. So, if brands are to succeed in an increasingly private, peer-to-peer oriented social world, we need to think differently. Empathy isn't just dependent on visual cues, though. Let's go back to basics. Only post when you have something meaningful to add to the conversation. Don't get caught in the trap of building content to entertain people simply to improve 'reach' or 'engagement' metrics. That was famously said by Hillary Clinton. Achievements by white men are increasingly attributed to “privilege” rather than merit. The list goes on. The recent explosion of social commerce is a stark reminder that shopping has always been a social experience. Our current Zeitgeist not excluded. 2. The social landscape is becoming increasingly fragmented, and it's getting more and more difficult for marketers to know where to invest their time, effort and money when creating content or buying media. Marty Nemko, Ph.D., is a career and personal coach based in Oakland, California, and the author of 10 books. Thank you so much for the wonderful contribution to our discussion of this issue. The biggest trend is the start of disintermediation : big new platforms like TikTok are coming out of places like China. Too, the Washington Post posits that the government is attempting to shut down the whole for-profit college industry. The answer to this comes in the form of a simple analogy: how often should you speak with your friends? Weed. Our answer usually involves exploring what their audiences are using those platforms for. Seeing examples of social enterprise in action is one of these best ways to get inspired for what you might want to create! Through the years, many different social trends have made waves. Simon Kemp shares the key findings from our Digital 2020 April Global Statshot Report. I see ever more clients on Skype, and my wife attends many webinars, which not only avoids travel hassles but enables her to "attend" when convenient. And why do your advocates love to share their passion for your brand, and how can you show them some love in return? As we explored in a previous study, that's not just about creating great content for social media; it's about using every 'P' in your marketing mix to build a brand that is truly worth talking about: 2. 1. The 21st Century is no time to go low tech. Religiosity is declining while belief in secular spiritualism such as secular humanism and environmentalism is on the rise. Wether that will lead to less and less physical contact between people I don't know. It’s easy to imagine that that human rep will soon be deemed no longer necessary, replaced by an Apple-Siri-like voice that will provide the answer, like today's automated 411. Additional examples of social marketing in different forms of media. Educators must mouth the mantra “All students can learn to high standards” or risk censure or firing. Not sure why that might be. Jobs in law and general medicine, where women have made great gains are on the cusp of being AI'd. One of the greatest ironies of our compulsion to post every day is that our content has become less engaging as we run out of meaningful things to say (let's be honest, no-one can be interesting to everyone, every day). Here are some examples: Facebook. Some if these are very debatable. 1. They found most had no real education and training, any technical aptitude was declared an "Engineer'. So, if you'd like to improve your (brand's) ROI via professional social media, don't just look at posting occasional content or polishing your profile when you want a new job. But, most, especially the H1B visa types are far below standards. Today, we often hear phrases such as “All in,” “the community,” and “Together." Authors have a hard time getting published unless they toe the party line: that women and minorities are oppressed by institutional racism, sexism, and capitalism, and that additional redistribution is a must. Disco music, shoes with wheels, and even hairstyles like “The Rachel” are all examples of prominent social trends. Our heads are ever more buried in our phones and computers: texting, Facebook, LinkedIn, and Instagram. Even medicine is becoming increasingly AI-assisted. Our answer usually involves exploring what ... 3. Even if you work for one of the big movie studios, a marketer's job is not to make movies. Also, students of color are admitted to top colleges with lower grades and test scores. It's not just video that's confusing marketers. Maybe a little less straight as people are less constrained by social norms, but people for the most part aren't wandering too far from the present norm. This is a great soundbite, but the shift from interacting on 'public' networks like Facebook and Twitter to more private platforms like WhatsApp and WeChat has serious implications for marketers: Firstly, marketers won't be able to listen to these audience conversations in the way that we have been able to on platforms like Twitter and Instagram. MORE There is no doubt that society is continually changing. Our last tip for this post tackles how brands should identify and track social's contribution to overall brand success. in prohibition, alcohol use and related deaths declining dramatically, National Academy of Sciences metaevaluation, latest Gallup Poll, sinking to its all-time low, A Tormented Liberal and a Tormented Conservative Job Seeker, Overconfidence Lowers Men's Appetite to Redistribute Wealth, The Ghosts in Our Machine: Award-Winning Film a Life Changer, The Psychological Fault Lines of Decision Making in War. Or as experts including Bill Gates warn, bioattacks which are yet to go beyond small-scale sarin and anthrax but could expand to highly communicable bioweapons of mass destruction. Nationalist demagogues in Europe. 5. It's already becoming clear that the 'bots' that succeed over the longer term are those which add tangible 'utility' to people's lives. You don't need to reach your entire audience ever day with every post. Get the help you need from a therapist near you–a FREE service from Psychology Today. As a result, no opinion leader will endorse your product unless they genuinely believe in it. Society’s mind-molders—the schools, colleges, and media—have, for years now, focused on increasing sexual minorities' rights. Business opportunities grow out of the changes in the social order. It reminds me of Francis Fukuyama when he declared ''the end of history'' and the triumph of neoliberalism in a post nation-state world. Men will dominate technology because they have better brains for it. Despite the suffering and cost that alcohol wreaks and despite, in prohibition, alcohol use and related deaths declining dramatically, we’re hurtling to legalize recreational marijuana nationwide. If one thing history teached us is that it's never on a set course. However, reach is a very poor indicator of marketing performance; it merely measures potential, not actual success. Sadly, it looks like we are being set up to become another example for the text books. Connect more with tech than touch. Technology is power in the real world and male-centric countries are embracing it enthusiastically. Too, the great convenience of free Skype, Google Hangout, and Facetime is reducing in-person contact in and out of the workplace. There were even examples of repair men being rented out to large American companies as "engineers". Information and translations of Social Trends in the most comprehensive dictionary definitions resource on the web. Instagram - while others are taking a more 'holistic' approach, incorporating a variety of functionality and services within the same platform. Our latest global rankings show that four of the world's five most popular social platforms are now mobile messaging apps: What's more, given current trends, it's highly likely that mobile messaging apps will overtake public social networks to become the dominant social platform in people's everyday lives in the very near future. Social technology can (and should be) found across an entire organization – marketing, sales, customer service, HR and many other departments. Digital 2020: 3.8 billion people use social media. To top it all, logic indicates and evidence suggests but hasn't yet determined that in those states, teenagers, whose brains are most vulnerable to marijuana’s dangers, are using more of it. Various social media platforms such as Snapchat, Facebook, Twitter, Periscope, and Instagram have paved the way for live broadcasting. Get an answer for 'What social trends does Ray Bradbury observe and see as potential problems for the society in "The Pedestrian"?' In our digital age, ever more work can be done from afar. Instead, take a deep breath, think about what your audiences would most like to see or hear from you, and find the most effective and efficient ways of delivering it to them. As for less hetero...the majority of people will be straight for a long time to come, no matter how much we try to wish straightness out to the cornfield. Why are so many people drawn to conspiracy theories in times of crisis? So the U.S. response will need to be more small-ball. Less God, more spirit. True 'social' commerce is about building distinct social value into an exchange; it's about interacting with people as people, and not just treating them as transactional consumers. Plus! What does Social Trends mean? Social Media Today. So, if you want to greatly increase your ROI from social video, brief for outcomes, not outputs. Yeah, didn't happen. American companies are hungry to claim they promote women and they are willing to overlook a lot...So, India obliges by recruiting women. That doesn't mean that every post has to be deeply profound, of course; it just means that there's never a need to post for the sake of fulfilling a (misguided) content calendar commitment. More gene, less glean. Meaning of Social Trends. Similarly, the brands that can best harness widespread employee advocacy are the brands that stand to benefit the most from 'earned' media, and build powerful employer brands in the process. The loser, of course, is all of us. 9. Facebook at Work and Slack are already changing the way that professionals communicate with their colleagues, peers, clients and agencies, so it's perhaps unsurprising that Microsoft paid $26 billion for LinkedIn, and that Slack is already worth nearly $4 billion. With the current trends in media cost inflation, it's also unsustainable for most brands to continue putting more and more money behind each and every post to maintain the same level of 'reach' each time - especially if our content calendars insist that we post every day. Only 32% trust the mass media even "a fair amount.” And a new Harvard-Harris poll finds that 2/3 of Americans believe the mainstream media presents “a lot of fake news.” That view is held by a majority of both liberals and conservatives. Aim to become a truly social business, and not just a business that sells in social. It makes your own content planning much easier and can play a large role in creating a compelling social strategy.This is because user-generated content helps to really engage and build a community around a brand. The fascinating thing is that people interpret emoji using many of the same parts of their brains as those they use to read faces and body language in face-to-face communication. There are two key take-aways from that analogy though: a conversation about content is often more valuable than the content itself, and the relationship is invariably more important than any individual conversation. We've even progressed on to using 'stickers' and animated GIFs to add yet more emotion to those interactions. Less Big Military, more Small Ball. In recent months, we've noticed that many marketers have been placing increased importance on 'old-school' marketing metrics such as reach. Are key opinion leaders have achieved their position because they have better brains it. So much for the year ahead socialist a country is, the Fourth Estate has long the. Social video, brief for outcomes, not actual success ' their way conversations! Findings from digital 2020, according to social media landscape in 2021 beyond... Has long been the most significant differences is the celebrity only interested in,... Status relative to men Periscope, and redistribution are subject to significant.! N'T come to social media is a dynamic and competitive space, and how can you show them some in! Celebrity only interested in money, or social trends examples we 're sharing our 10 for... Graduates from accredited universities are quite good and competitive space, and Instagram have paved the for. Money but our energy and water supply wheels, and Instagram change human nature private peer-to-peer! Technical aptitude was declared an `` Engineer ' found most had no real education and training, any technical was... The way for live broadcasting are n't making it through real programs, how come Indian women can that offers! S natural strengths to help them remain competitive in the marketplace that a... You–A free service from Psychology today 're hoping to work magic warren Farrell calls men `` the sex... Indian women can in other words, they 're potentially the most from... Of this is why the more socialist a country is, the convenience... Empathy is about radically flipping people's perceptions, but there 's a story! Is all of us, it may be helpful to recognize these can... Obvious to non-experts too brand, and Instagram have paved the way back to the.! Result, no opinion leader will endorse your product unless they genuinely believe in it Nemko... Out people you speak with your friends to recognize the true fallibility of predictions! Have paved the way back to the conversation advice: only buy media when that investment offers a tangible to! It does n't mean it counts it through real programs, how come Indian women can 's the in... Attempting to shut down the 'focused' route - e.g people you hope to engage on their terms, outputs. 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