We live in an increasingly integrated world. People can sync their Spotify accounts with their Facebook profiles to see what their friends are listening to, whilst smartphone users can link up their contacts list with their friends on social networking sites.
Consumers are able to demand more and more content that is individually personalised to their needs, and on multiple levels and social platforms.
Multi-platform content is nothing new, as ‘Tweet to reveal’ campaigns have been around for a couple of years now, but 2013 will be seen as the year in which social integration really went mainstream. Apps linking Facebook, Twitter, Instagram and/or Pinterest to microsites (or each other) help bring together the various platforms and increase the amount of people the apps can reach.
For example, when the band Swedish House Mafia released their single ‘Antidote’ with duo Knife Party in 2011, Modern-English created them a campaign where fans of the band had to tweet using the hashtag #Antidote. Their tweets then contributed towards filling up a virtual medicine bottle on the microsite for the song, and when the bottle was full, a new video for the track was premiered.
The app ended up engaging with a far bigger audience than it would have had if just sat on one platform, and it dramatically increased Swedish House Mafia’s number of followers on both Facebook and Twitter. It was a huge success.
With Instagram, Pinterest and Vine all growing so quickly over the past year, image/video-based microsites and apps are big news. Even on Facebook, people love to share great pictures, rather than text, no matter how interesting it is.
Later this year, we are likely to see a big increase of marketing campaigns that link microsites to Pinterest. Pinterest users can send memes or infographics viral, and humorous photos are also likely to be re-pinned, so this could prove to be a big thing for social media campaigns which aim to span more than one platform.
With multi-platform content, users favour creativity. There are so many companies trying to get noticed on social media that for a customer, being on Facebook can sometimes feel like being stood in a crowd, with hundreds of different people shouting at you. If you can be the person who does something different, that they’ve not seen before, they’ll engage with your content.
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