Facebook and Instagramstrengthen areas related toe-commerceand push the accelerator onthe creation of features useful for attracting creators, whileLinkedInguides its users towardsideal careers.
If user behavior has changed, social platforms have not stood by and watched: they are responding to changes dictated by the pandemic and anticipating the trends of 2021 by introducing new features and tools.
Facebook and Instagramstrengthen the areas related toe-commerceand are hitting the accelerator oncreating features useful for attracting creators, whileLinkedInis guiding its users towardsideal career paths.
This is according to an analysis conducted byDeRev, the Italian company for digital services and strategies, crowdfunding, and social media communication, founded and led byRoberto Esposito, awarded by the European Parliament in collaboration with Microsoft with the title ofDigital Democracy Leaders..
Mobile devices and social media
During 2020, the way content is consumed on the web changed: staying at home reduced the share of mobile device usage and increased desktop browsing. Smartphones are still used a lot, but connected to home wifi, and in any case, larger screens are preferred. All online services can benefit from this state of “hyper-connection”, provided that they focus ondevices mobileand desktop browsing increased. Smartphones are still used a lot, but connected to homewifiand, in any case, larger screens are preferred. All online services can benefit from this state of “hyper-connection”, provided they focus ondriversthat respond to specific needs within an increasinglyomnichannelexperience centered onvalue, in terms of the service offered, andconvenience, in terms of accessibility.
“The pandemic has changed us – comments Roberto Esposito, an expert in innovation, communication strategies, and unconventional marketing, an entrepreneur particularly followed on social media, with over 64,000 followers on Facebook (fb.com/about.Rob) and 32,000 on Instagram (@RobertoEsposito85), where he daily provides useful information and content about the world of entrepreneurship and startups and the main web trends – Over the course of the year, we have witnessed a change in the perception of the usefulness of technology in everyday life, and increasing digitalization has transformed the way we approach many sectors of our country: from finance to retail (the so-called retail), through entertainment, fitness, and health. In particular, this period has made many skeptics (and conservatives) understand that the internet and the web can be an amplifier of experiences and, above all, a facilitator between supply and demand. It is clear that these are changes destined to remain in the long term, which will not disappear with the hoped-for return to normality. In many cases, this is a good thing and can generate new opportunities for growth and development”.
The impossibility of moving freely, in fact, has emphasized the need to leverage the web to compensate for activities that required physical presence, creating new behavioral habits. For example, new levels of interaction between companies and consumers have been experimented with, which have outlined the profile of new Italian internet users.
New purchasing behaviors
According to a recent report by McKinsey, since the beginning ofthe emergency, 66% of users in Italy have resorted to new purchasing behaviors, relying on a different brand (compared to their usual one), using a less “usual” site, and, even more importantly, about 70% intend to continue with an innovative and digitized approach. In this perspective, the digital context has become not only a sales channel but a “variation of tools”; tools that interact at various levels throughout the entire purchasing process (the typical customer’s customer journey) and that create different relationship options between the consumer and the brand, which a normal offline situation would exclude.
At the same time, Italians have also developed a desire for entertainment and communication, likely driven by the wish to escape domestic confinement and, at the same time, use some tools for learning and home working/smart working.
73% of the sample, again according to McKinsey, have stated they will continue to use online streaming and 43% video conferencing for professional use. A good number of users will also continue to take online courses to keep body and mind in shape (47% and 49% respectively).
Facebook focuses on e-commerce
According to DeRev, this very paradigm shift has allowed many social platforms to prepare and “equip themselves” for the future. Facebook, for example, which in recent months has launched a €2 million support program for SMEs in Italy (and globally) has decided to focus on the e-commerce area, with the Shopsand the featureSales Manager: companies will thus have the opportunity to create and customize their owndigital storefront, characterized by useful options and increasingly fast and “simple” payments.
Instagram is also interested in e-commerce
For Instagram too, the development of the e-commerce space is the main goal for next year, and even more shopping tools integrated with Facebook’s Business Manager will be added. Transactions in a few clicks, AR tools, and product tags in videos promise to expand the business cycle attributable to the platform.
LinkedIn focuses on career profiles
As forLinkedIn, the “social network for professionals” number one in the world, after the introduction of the formatstories (which, for now, does not seem to have had the desired effect), appears increasingly intent on leveraging its users’ data to provide them with more information and guide them towards an ideal career path. In this regard,Career Explorerhighlights possible “advancement” paths based on the skills and experiences possessed.
Facebook and Instagram target creators
Experts atDeRev finally highlight howFacebook andInstagram are strongly oriented towards creating functionalities useful for attracting “creators”, users who produce and share original content such as videos, live streams, and multimedia content. “In this way – specifiesRoberto Esposito, CEO of deRev – they aim to increase the quality of content and interaction with the public, as well as attract the younger user demographic..Both Facebook and Instagram, in fact, are taking a lot of inspiration from other platforms born in recent years. On one hand, Facebook is encouraging the use of tools and sections dedicated to Gaming to attract Twitch users, or Dating to attract Tinder users, while on the other hand, Instagram is pushing features like Stories and Reels to attract Snapchat and especially TikTok users.“.
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