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This aspect is very important for brands: it is becoming increasingly crucial to work so that conversations spread not only within news feeds, but also through methods with different "audience" scales . The existence of content also varies: from permanent content to content designed to disappear after viewing , through to posts that last for a limited period of time. Again, both brands and people will move towards new modalities and diversify their approach to content creation. For companies, it is even more important than in the past to understand the editorial strategy as something that goes beyond individual "Facebook Pages", "Youtube channels" or "Instagram profiles": it is important that the content strategy is above the channels and continuously activate them at the moments when they can offer the greatest value.
The conversation is increasingly immediate The times in which the consumption method was based on a single news feed for most people are long gone. Today there are numerous feeds available to a vast number of users : just think of the Facebook news feed, the Instagram Mobile Phone Number algorithmic feed, the new Instagram Stories feed, Twitter with the "while you were away" tweets, the section Discover by Snapchat. People have more control over how they experience information, selecting the type of feed based on the type of content they want to see and interact with . To make one-to-one or group conversations scalable, solutions based , such as chatbots, are emerging and will rapidly emerge .
This will give brands the opportunity to interact with people, through emotional or functional content, within new channels (especially messaging). This aspect represents a great opportunity for companies that want to be available to people through the channels they use most frequently. On the topic of chatbots and the evolution of the messaging system, an interesting speech by David Marcus (Head of Messenger at Facebook) at the Web Summit in Lisbon was interesting . In short, a moment of great evolution, in which people's behavior is changing, also modifying the communication channels with which people communicate.
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發表於 13:22:02