Spurred on by the COVID-19 pandemic, social media usage has grown significantly over the last few months.
DataReportal has revealed that social media numbers have trajected to 3.96 billion globally, at the start of July 2020. In a nutshell, half the world’s population is now using some form of social media and despite lockdowns being lifted in many countries, the trend has persisted. What’s more, is that 99% of social media users are using a mobile device to browse.
It begs the question: with more people globally using social media, what impact will this have on businesses and brands? We have seen video and giffs go from strength to strength, especially when you consider that everyone, PLUS the poodle did at least one Tik Tok video this lockdown. Marketers are also reconsidering their ad spend and re-evaluating who they associate the brands they represent with.
Recently I discovered, mainly due to the fact that I had no time a few months back, that I was one of those avid social media followers, however my participation in my personal capacity was quite limited. This got me thinking, how are you creating content for the various social media personalities?
Because of my clients I represent, I spend a lot of time on social platforms – probably more than the average teen (and they spend a LOT of time there…) and have really enjoyed exploring and observing the different personalities that exist. So here goes nothing, I’ve broken them down into my Top 5 social personalities:
THE SOCIAL STALKER (not in a creepy way)
Observe & listen | Active on social media | Limited liking, commenting | Little or no personal posts
Prefer to keep a low profile and presumably they like their privacy, if this persona is on your radar use family and friends to get your message across.
THE ACTIVIST
Compassionate | Desires change |Understands the power of social media
Vocal and enjoys expressing their opinions. If it’s a brand fit, get them to rant and rave for your brand or cause.
THE ANNIE-SPAMMIE
Loud & proud | Determined that their quantity of content is quality | Share, Like, Comment
These guys are seemingly popular, so engage and connect with them and make them feel heard. A simple ‘thank you’ to their comment is the kind of acknowledgement they need.
THE TROLL
Continuously crossing the line | Uses hate speech | Touches on sensitive topics explicitly
Social media is a dangerous place with these guys on the loose, it’s simple if you spot a troll block and ignore them. It’s also worth mentioning here, that if you are driving a brand on social media, religion and politics are 2 topics to avoid, these are also the typical topics that ignite a troll.
THE INFLUENCER
Create original & quality content | Understand social media | Passionate around their niche| Share and engage their content frequently
Years back no one would believe us if we said, people would be paid for living their lives to the fullest, whilst sharing content on social platforms and earn mega-bucks. Unheard of right. Wrong, this is a whole new type of brand ambassador and the best part their audience is global, so the benefits are unlimited. The trick is finding a good brand-match and ensuring your objectives are being met.
Yes yes, I know most of us just use social platforms to connect and engage with family and friends and share the occasional post, let’s call you the stables.
In digging deep into these various personalities, remember there is no one like you – so the best is to be fearlessly authentic!