Goodbye polished posts, hey unfiltered realness. Found’s Sol Campbell contemplates a extra down-to-earth period of social media and what it might imply for the way forward for content material for The Drum’s Content Marketing Deep Dive.
Will apps like BeReal completely change the trajectory for social media content material? / Leon Seibert by way of Unsplash
Making a cup of espresso, strolling to the retailers or watching TV are all issues that might populate Instagram feeds sooner or later as social media turns into extra ‘actual.’ While seeing this sort of on a regular basis way of life content material isn’t one thing new to social media, vlogs of individuals’s every day routines or what they eat in a day are all nonetheless barely curated as customers decide and select to publish their finest selves, not their actual selves.However, with the rise of platforms akin to BeReal, the place you solely have two minutes to share what you’re doing in that given second as dictated by the app, comes a shift towards eager to see unfiltered content material that customers can relate to. This coincides with a rising consciousness of the hyperlinks between social media and harm to psychological well being.
Blurring the tracesSocial media is at the moment filled with both edited images from celebrities or carefully-picked content material out of your common customers. This has created a bubble wherein everybody appears to be blissful and thriving as we don’t see the uncooked day-to-day life, solely the proper moments.Users are beginning to reject this false actuality because it has turn out to be damaging to their psychological well being. We can see this in the way in which customers are calling out celebrities for enhancing their images or selecting platforms like BeReal. Users are taking actions that present that they need content material that makes them really feel snug and seen in their very own lives. This is being heard by creators and celebrities too.We’re seeing an increasing number of content material creators publish behind-the-scenes content material on their tales, or celebrities becoming a member of in with TikTok traits with out the excessive manufacturing worth. The hole between social media’s actuality and our personal actuality is shrinking.Paving the way in which for low-cost manufacturingThis development solely continues to develop greater, with content material manufacturing changing into extra accessible and folks posting tales and movies that don’t require any enhancing expertise. Just maintain the digital camera, shoot and publish. TikTok has turn out to be the fastest-growing platform over the previous couple of years and has loads of traits and subcategories that customers can be a part of and produce content material for with out the excessive manufacturing effort you may see on YouTube.On high of this, it’s simpler than most platforms to go viral on account of its algorithm and ‘For You’ web page, which implies content material of individuals simply speaking to their digital camera is then seen by hundreds of individuals worldwide. This gives encouragement for customers to provide unfiltered content material.As with all issues, the panorama of social media is altering, and at the moment we’re seeing a shift in curiosity from high-cost, high-quality manufacturing to simplified and uncooked content material shot by actual people who find themselves similar to us. Users’ actions are indicating that that is the path wherein they need content material to go. Whether it’s to assist shield their psychological well being, for content material to be extra accessible, an opportunity to turn out to be a creator or just to publish their life on the web, it’s one thing that received’t be ignored.As this development takes off, it received’t be lengthy earlier than we see that our favourite celebrities and influencers are similar to us, scrolling by way of Netflix looking for one thing to observe or popping to the store as a result of they’ve run out of milk. Social media feeds of the long run will not be probably the most thrilling, however they are going to be nearer to actual life.Visit our Content Marketing in Focus hub for extra information, insights and techniques round content material advertising and marketing.
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