Whether you’ve tried it for yourself, heard of your friends doing it, or simply became aware of the term, the popularity of a so-called “digital detox” is becoming more and more apparent. The term “digital” is far stretched, however. A life without the use of phones, laptops, TV’s, etc., will never be feasible with the amount of technology in the workplace. But, is a society without the impact of social media now possible? Especially with the dominance it has held over the past decade?
Touted by many digital marketing experts as the first significant year of the “digital detox”, one marketer stated, “I think that this year, we’ll be seeing more of a change in the way social media users act online; I think that digital detox will become more prevalent this year, with many people trying to limit the amount of time they spend on social media.” With many users choosing to take temporary or permanent breaks from social media sites for various reasons, including a desire to improve their mental well-being or the lack of trust they now have with these sites, could this behavioral change in society really cause a steep decline in social media usage?
Whether it does or doesn’t occur to the extent predicted, marketers will be becoming increasingly aware of their efforts through this channel. Finding the correct answer to how to effectively leverage social media marketing efforts in 2020 will be critical. Although many marketers may opt to withdraw their budgets and resources from social media and place them in alternative channels such as Search Engine Optimization, Search Engine Marketing, Email Marketing, and Pay Per Click, there is still value in social media marketing, if leveraged correctly.
Humanizing content for more interaction
The days of simply writing content for content’s sake are behind us. Social media users now require a source of interaction and engagement. With so much content now out there, brands need to distinguish themselves by creating an element of humanization with their posts, allowing consumers to actually feel like they are connecting with an individual, as opposed to just a generic block of content. Individuals now more than ever, place a huge emphasis on brand loyalty With increased levels of privacy concerns for consumers, users want to be associated with brands that have formed communities which allow for constant engagement, interaction, and feedback.
Leverage smaller influencers for increased brand loyalty
There are clear signs of a “digital detox” occurring, such as Facebook seeing a steep decline in users. Therefore, marketers need to act quickly and maintain awareness of the changes in the industry. Instagram is seeing an increase in users, despite findings that the use of celebrity influencers is losing its power. With the platform’s new rules, stating that influencers must now include the “paid partnership” feature for their posts on behalf of a brand, consumers are now beginning to lose trust in their influential icons. Being viewed by many consumers as disingenuous, the expensive use of this marketing tactic is losing its impact. Experts state that the use of smaller influencers is a far better marketing tactic to leverage, with a higher level of sincerity consumers believe they express. As well as being more influential within a brand’s social media community, smaller influencers help to gain a far higher level of trust for a brand at a far lower cost (See related: How to Make Influencer Marketing Work for Your Business).
Ultimately, social media marketing is the most effective way for a brand to reach the largest audience possible. Although reports of a “digital detox” may open the eyes of many marketers, we can’t see them deciding to abandon their social media efforts for good. A behavioral change within consumers is definitely occurring and marketers need to be constantly aware of these changes to see the best results from their efforts. While this change is happening, it would be a wise time for marketers to place a bigger emphasis on different marketing channels, to see better results.