Post by sakibkhan50 on Feb 27, 2024 3:35:29 GMT
Brands are leaving social media. But is there a strategy behind this trend? The answer to this question could just be “Be somewhere else” . Does it remind you of anything? Surely. The most attentive, in fact, link this phrase to Lush . The brand decided to say goodbye to the platform by publishing nine posts that form precisely this exclamation. However, Lush is not the only brand to have abandoned Instagram and Facebook. Many others, in fact, no longer want to submit to the algorithm and choose other paths. Lush abandons social media and publishes nine posts that form the phrase: be somewhere else. Lush abandons social media and no longer publishes any posts on Instagram. Generation Z and social media Lush , Gucci , Balenciaga and many others have abandoned social media and perhaps, Generation Z is the very reason behind this trend. The Digital Society Index revealed that Gen Z is reducing their use of social media and their web activities. In fact, a fifth of young people between 18 and 24 years old appear to have deactivated their social media accounts, while a third limit their cell phone use during the day.
In reality, this is not a total abandonment of the platform but a "hidden use" . Have you ever come across a completely empty but active profile? That is, a profile that has zero posts but is active in stories and also has a sufficient following? This is the trend of Generation Z. Skuola.net analyzed this phenomenon. The results state that 72% of young people use social media to observe what happens to their friends or famous people. 22% , however, declared that they never post any posts while 8%, a very low percentage, continue to post daily. Gen Z wants to move away from popularity that is measured in numbers of followers. He no longer loves aesthetically beautiful photos, he doesn't look for " instagrammability " and he has no intention of counting how many likes a photo has received. The only thing that matters is spontaneity. The “feel good style” gives way to the “f**k the world style” . Luxury brands land on Discord and TikTok If authenticity is what today 's young people are looking for on social Ecuador Mobile Number List media, Discord and Tik Tok are the two undisputed protagonists. It is precisely here, in fact, that users can find content that is increasingly true and less studied than the glossy images of Instagram. Many brands have noticed that, in recent years, there has been a lack of direct conversation with the audience beneath the content.
TikTok, on the other hand, represents an alternative model of content production and use. Here horizontality ( i.e. all users post content and everyone watches other content) gives way to verticality creating a hierarchy between the creator and the audience who observes and interacts. Discord is the messaging platform created to encourage direct contact between gamers. Today we also find luxury brands such as Gucci, Prada and Kenzo. The reason? Create a highly customizable space where you can communicate with the community away from algorithms and likes. Vogue has defined Discord as " the Soho House of web 3.0 ", that is, a club reserved for the most intimate and faithful people who want to interact with each other, get to know each other and exchange ideas. It is no coincidence that the motto of this platform is " Your Place to Talk ". Bottega Veneta abandons social media: the reasons for its positioning Luxury brands are leaving social media. This is how we started the article but now the time has come to reshape this sentence. Brands aren't abandoning social media, they're simply using it differently . This is what François-Henri Pinault, CEO of the Kering group to which Bottega Veneta belongs, also stated. The brand's objective is to entrust its online communication to its fans, thus creating a unique and true relationship. Daniel Lee himself, creative director, despite his young age, does not have accounts on social media and explains the positioning of the brand thus: “ Bottega is a brand that speaks of sophisticated elegance. It's almost about keeping quiet. It represents the silence amidst all the noise. For me, life is truly about living in the moment. “ Bottega Veneta was a pioneer brand of this new trend, but not the only one. Lush abandons social media: the reasons for its positioning
In reality, this is not a total abandonment of the platform but a "hidden use" . Have you ever come across a completely empty but active profile? That is, a profile that has zero posts but is active in stories and also has a sufficient following? This is the trend of Generation Z. Skuola.net analyzed this phenomenon. The results state that 72% of young people use social media to observe what happens to their friends or famous people. 22% , however, declared that they never post any posts while 8%, a very low percentage, continue to post daily. Gen Z wants to move away from popularity that is measured in numbers of followers. He no longer loves aesthetically beautiful photos, he doesn't look for " instagrammability " and he has no intention of counting how many likes a photo has received. The only thing that matters is spontaneity. The “feel good style” gives way to the “f**k the world style” . Luxury brands land on Discord and TikTok If authenticity is what today 's young people are looking for on social Ecuador Mobile Number List media, Discord and Tik Tok are the two undisputed protagonists. It is precisely here, in fact, that users can find content that is increasingly true and less studied than the glossy images of Instagram. Many brands have noticed that, in recent years, there has been a lack of direct conversation with the audience beneath the content.
TikTok, on the other hand, represents an alternative model of content production and use. Here horizontality ( i.e. all users post content and everyone watches other content) gives way to verticality creating a hierarchy between the creator and the audience who observes and interacts. Discord is the messaging platform created to encourage direct contact between gamers. Today we also find luxury brands such as Gucci, Prada and Kenzo. The reason? Create a highly customizable space where you can communicate with the community away from algorithms and likes. Vogue has defined Discord as " the Soho House of web 3.0 ", that is, a club reserved for the most intimate and faithful people who want to interact with each other, get to know each other and exchange ideas. It is no coincidence that the motto of this platform is " Your Place to Talk ". Bottega Veneta abandons social media: the reasons for its positioning Luxury brands are leaving social media. This is how we started the article but now the time has come to reshape this sentence. Brands aren't abandoning social media, they're simply using it differently . This is what François-Henri Pinault, CEO of the Kering group to which Bottega Veneta belongs, also stated. The brand's objective is to entrust its online communication to its fans, thus creating a unique and true relationship. Daniel Lee himself, creative director, despite his young age, does not have accounts on social media and explains the positioning of the brand thus: “ Bottega is a brand that speaks of sophisticated elegance. It's almost about keeping quiet. It represents the silence amidst all the noise. For me, life is truly about living in the moment. “ Bottega Veneta was a pioneer brand of this new trend, but not the only one. Lush abandons social media: the reasons for its positioning