Generation Z learned the negative effects of an overexposed digital footprint long before Millennials did.
And as it becomes easier and easier to leave a digital footprint on the internet, it leaves one to wonder just how far this will go.
Millennials saw the most of a tangible digital footprint with the rise of social media aggregates such as Facebook, Twitter, Instagram, LinkedIn, and beyond. But now, with apps that curate “disappearing” content (e.g. Snapchat, Instagram stories, and even Periscope), it can be tough for companies to not only reach these growing audiences but also cater to their needs.
Instagram, for one, is still a strong social media hub for long-lasting content. Pictures remain etched in virtual stone on a user’s profile until the user chooses to delete. In recent months, such content has made it easier for marketing advertisers and agencies to track the type of content users are not only posting, but also liking, screenshotting and sharing. Now, in an algorithm comparable to YouTube, it curates ads and suggested posts based on each user.
But the rise of live video stream makes that a bit more difficult to do. Live video means, at one point, the stream will end. Unless downloaded and made available to the public, the feed is otherwise untraceable. It’s tough to determine the digital footprint of a user based on this live feed.
In short, live video has changed the way companies market.
Companies can no longer depend on reaching a type of demographic, but rather can focus on how that demographic self-identifies, consumes media, and exudes their own personas. What do they care about? How can you help them show the world who they are? How can you further develop their sense of personal agency? That will determine how to reach them.
Instagram took notice of users wanting to be able to broadcast themselves on their own terms on their platform. Instead of finding ways to create changes based on trending topics of interest, the app decided to find a way for its users to be better be able to indulge in themselves – furthering their use of the app.
For tech and social media conglomerates, this is a win. It’s no longer a question of what the digital footprint for Gen Z is, but rather how to infiltrate their digital space.
As apps continue to change, it’s imperative that companies continuously find ways for users to continue to connect with them using apps that don’t leave a digital footprint. This might just mean going to where the party is and creating Snapchat filters and live Instagram streaming sessions.
Here at Key West Video, we stay on top of social media trends. For more information on the services we provide, visit our website today.
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