“Lean-back behaviour has been characterised as more passive, and associated with longer attention spans, while lean-forward behaviour is associated with higher levels of engagement, active scanning for content, and higher levels of purpose. The general growth of lean-forward behaviour has led to a similar shift in the way Americans are using social media – fuelled by smartphone usage and exemplified by multiscreening – according to new paper from media agency network UM: Cracking the social code: Aligning consumers’ need states to marketing objectives.”
PNConnect Insight – This isn’t so much a seismic shift as it is the current state of a shifting landscape. Right now there’s more active behavior among those on social networks as they seek out specific information, but that could change in six months. Right now, at least, this is the state of things and it means that keywords, links and more are pretty important as people search for what they’re looking for.
“The reluctance of some YouTubers to clearly mark advertorial is neither new nor something that’s unique to YouTube: magazines and newspapers have long wrestled with the word. Even if a piece of advertorial provides a truthful representation of the writer or broadcaster’s personal opinion, the label acts as a warning to readers and viewers that, at very least, there is a risk of prejudice.”
PNConnect Insight – It’s important to remember what, exactly, the guidelines and rules are for advertorials, native ads, sponsored content and everything else. And more than that it’s important to remember that much of the burden for disclosure rests on the side of the brands, who need to work to make sure there’s no confusion in the minds of the audience.
Why Online Audiences’ Mobile Migration Isn’t All Bad News for Blogs
“First the bad news. Tumblr, WordPress, Blogger and Medium have each experienced double-digit declines in U.S. desktop traffic in the past year, according to numbers from comScore. Three of them — Tumblr, Blogger and WordPress — have recouped some of their audience on tablets and smartphones, to the point that their respective mobile audiences are now bigger than their desktop ones. But so far, only WordPress has been able to offset its desktop declines enough to spur overall traffic growth.
PNConnect Insight – It’s interesting that with so much focus on social networks that blogs – even things like Medium which aren’t what would be considered blogs in the traditional sense – are seeing such growth on mobile devices. This speaks to the long-lasting value of owning (in one sense or another) a permanent piece of digital real-estate as opposed to renting property on social networks.
“Instead, keeping Instagram entirely self-contained (for now) is integral to both its consumer and ad strategies. The company has been laser focused for the past four years on making photo-sharing as quick and simple as possible. Adding link-sharing could divert from that niche, said an Instagram spokesman. In other words, Instagram isn’t going to make the mistake of most digital advertising and be hostage to the click because there are no clicks to count.”
PNConnect Insight – As the article says, it would be easy – and profitable – for Instagram to allow links in photo captions. Instead they’ve opted to keep the experience pure, for lack of a better word. For publishers that means it remains a platform where they can do something truly unique, focusing more on creating an interesting and engaging experience for the audience as opposed to be focused solely on clicks and conversions.
“Anchored by websites including Thought Catalog, Upworthy and ViralNova, this is an Internet that aims to lift up, not take down. The amount of content on these sites and others like them on any given day is mind-boggling: One wonders how so many feel-good stories can possibly be happening at the same time.”
PNConnect Insight – While some have begun pushing back on this trend citing the sense of badgering the audience into feeling “good,” it’s hard to argue with the fact that these sites are doing something right from a content point of view. These stories play into how social networks, where stories from these sites are most often shared, are arranged to encourage positivity with Likes, Favorites and so on.
Introducing Save on Facebook
“You can view the items you saved at any time by going to your saved items in the “More” tab on mobile or by clicking the link on the left hand side of Facebook on the web. Your saved items list is organized by category and you can swipe right on each item to share it with your friends or move it into your archive list.”
PNConnect Insight – This is a tool that, at first look, seems like an odd fit for Facebook. The network has been emphasizing how it’s part of the “now” conversation – a position it’s taken to compete against Twitter for media ad dollars largely – so to try and add “unless you want to read it later” to that seems off-message. But when you consider that this is about supplying value to publishers it makes more sense. What remains to be seen, though, is if any additional metrics will be available that show how many stories have been saved, how long they were saved for before reading and so on.
“MTV has launched a new virtual clubhouse for Teen Wolf’s most creative fans. Dubbed The Collective, the site aims to showcase fans’ original art and poetry, and connect them with the people behind the show. That means no more searching Tumblr tags for the best of Teen Wolf fan art.”
PNConnect Insight – This isn’t so much about the technology or platform involved – though housing this on Tumblr makes a ton of sense – and more about how the media company is actively embracing user-generated content and encouraging even more fan modifications of its intellectual property. That’s an area media companies have traditionally shied away from out of fear of getting into a legal situation, but instead MTV has embraced this notion because it knows that’s the best way to encourage fans to not only keep creating but, at the end of the day, watch the show.
“Again, the idea is to simplify the buying process and keep people on Facebook instead of forcing them to go to another app or site to make the purchase”.
PNConnect Insight – Social networks like Facebook and Twitter have changed the way people interact, and it seems that now they also want to change the way we buy. They are trying to adapt their platforms to make you sell more, and customer shopping more simple.
“About 80 percent of companies think they’re crushing it at customer service, but only 8 percent of paying customers agree. The disconnect was reported in a recent Sprinklr study, and truthfully, the results are not that surprising. Disgruntled customers are generally the most vocal. I believe it was Tolstoy who said “Happy customers are all alike, unhappy customers will write the most unique and profane things on Facebook.’”
PNConnect Insight – If there’s a disconnect between how companies think they’re doing when it comes to social customer service and how the customers think they’re doing it’s because the companies in question aren’t doing adequate research. It’s important that reality be measured, not assumed or hoped for.