How to Bring Groups and Personalized Experiences Into Your Marketing Strategy
Group Culture and personalized experiences are the future of digital marketing and these platforms have features that will help marketers shape their strategy to prepare.
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Marketing is grounded in authentic storytelling that aims to solve real-world problems for audiences. In an age of information abundance, a very critical obligation for our industry is respecting people’s time and attention and delivering them tailored experiences that will shape their lives in meaningful ways.
Let’s take a look at how a few major platforms are incorporating updates to help users engage authentically and accurately.
Pinterest is looking to help its community in the content discovery space by making it easier to communicate with group members directly via a board.
New tools recently launched aim to achieve this goal include more reactions to elicit feedback, the ability to sort pins, and a central hub for communicating with group members.
“We spend a lot of time talking to Pinners, and whenever we hear from creative professionals — whether hair and makeup stylists, interior designers, wedding planners, or architects — one common theme comes up: they use Group Boards constantly to collaborate with their teams and clients,” the company stated in an official blog post.
Pinners already have the ability to “heart” a pin they love. Now, with the addition of a pair of clapping hands, as well as thumbs down, question mark and lightbulb options, users have a much more specific and emotive way of engaging with content. These will display in a new pop up panel alongside a Pin once it’s tapped or clicked on.
Also part of its slew of Group Board updates, Pinterest is giving users the ability to sort their Pins by “Most Reactions” and “Most Comments” so popular and unpopular ideas can be more easily traceable and differentiated. Ultimately, the goal with this move is to help projects move forward more swiftly. The company is also expected to launch a tool that would reveal the person behind the idea of Pin and the date it was saved as well.
Redesigned collaboration spaces
Finally, Pinterest is promising the rollout of a new space in which users can connect directly with contributors without ever having to deviate from the board. Users can already engage with one another via the activity tab, but with a new dedicated chat option with group collections, it’s clear the social network is eager to take their dedication to commenting even further.
Ultimately, the motive is to make the tool more engaging and maximize the time spent within the platform. To be clear, however, this isn’t for broader social connection, the emphasis still remains devoted to product engagement and discussion within smaller groups. “In fact, 98 percent of Group Boards have five or less people, and 77 percent of Group Boards are between two people,” the social network reported.
Yet another major platform making a push towards helping its users effectively sift between content that matters to them and posts that don’t map to their interests and needs is Twitter.
On our list? Make lists even better for you! ✅
Now on iOS, you can pin up to five lists, rearrange them, and swipe to access from home. pic.twitter.com/gNdfNE1DCl
— Twitter (@Twitter) September 23, 2019
Twitter users are now able to add up to five lists as alternative timelines within the main app, enabling them to swipe between groups of accounts that they’re following directly from their home screen. Think of these as filters to your chronological timeline where you can isolate certain groups, perhaps old college roommates or coworkers, that you may want to follow selectively.
On iOS, access Lists by tapping your profile to open the Home menu and select the ‘Lists’ tab. Next, pin or unpin certain profiles and create a List from the Lists tab.
Paired with this update, Twitter is adding a fresh landing page for newly curated lists which incorporates a header image and more context about your customizable timelines, including the number of members and subscribers.
Per The Verge, as you build your multiple timelines, general platform rules and standards apply. Specifically, you can opt to make them private or public and follow any public lists created by other users. Lastly, a person can remove themselves from lists they no longer want to be a part of by blocking the list’s owner.
Facebook Watch Party
Finally, earlier this year Facebook launched Watch Party, a feature that allows members of Groups to watch live or pre-recorded videos together and comment in real-time.
“We’ve been focused on building new ways to bring people together around video, create connections, and ignite conversations; Watch Party is the next step in bringing this vision to life…If people can start a Watch Party directly from their profile or from a video they’re watching, the experience of watching video on Facebook can become even more fun and social,” the company shared in the announcement.
In this way, the Group becomes the TV station and the videos serve as the programs or lineup that can be viewed collectively with your friends.
Small groups continue to be the fastest-growing areas of online communication and it is important for marketers to understand that as they look to identify new ways for engaging their audiences, connecting privately in safe and trusted spaces is a dominant preference. As these examples demonstrate, group culture provides creative ways to encounter new ideas, interact with content with greater accuracy, and identify people with similar interests.
Looking ahead, marketers have a unique opportunity to innovate for a more personalized, curated future in a way that acknowledges a deeper respect for a consumer’s time and attention.
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