Why Social Experience Is The Future Of Online Content
Every time you navigate from website to website, or video to video, you’re driven by the experience. And yet, when we share content online – whether it’s scrolling through a Flickr photostream from your friend’s wedding, or a live-streaming video – we are often left feeling that something is missing; that for all of the attention on social networking, there are few social media experiences that match the fun of hanging out together with friends in person.
People used to discuss a lot on the “whats” and “hows” of online sharing. Well, that’s history now and the new target for marketers is to increase users’ social experience. To get customers being interactive online is the key to lock their loyalty.
A lack of social experience can bring adverse effect to an industry. The music industry is one example.
What Has The Music Industry Learned?
The music industry knows very well how an online video will end in failure if the social experience is not there. Since 2000, the Internet has provided music lovers with more and more sources to purchase their favorite music. The distribution of music in the industry no longer relies on its ancient model but the social media.
But the social media solution turns out to be a trouble marker. Illegal downloading was so prominent that music products started being undervalued. The whole industry has lost a great deal of money because of the new online distribution method.
Knowing that the online marketing solutions cannot bring them more profits, more and more stars returned to the stage and greeted their fans in person. The social experience in the real world reminded people the sacred status of music.
Content Can’t Always Be King
As more and more people have experienced the advantages of social marketing solutions, it is commonly believed that content is the key. Well, not necessarily. Again, take iTune’s 99 cent model as an example. Yes it made online purchase of music much easier, but the loss of exclusivity drove fans away.
It Is All About A Good Experience
Not that the content doesn’t matter at all, but if you wish to win by marvelous content solely, you will end up in great disappointment. Digital gadgets like iPhones and iPads have made online consumption so convenient that users are asking for more than the content, but a memorable social experience.
The priority in the social media world has moved from its content to its experience. Just like the divas who are on the roadshow to earn money by greeting their followers in-person, online products which come along with social experiences will soon overshadow the old content-oriented marketing method.
It is expected that online interaction will be more involving and interesting. In the foreseeable future, there will be more and more tools, such as 3D avatars, enabling a connection between socializing in the real world and the content being uploading to the Internet. Marketing executives should invest more time on improving the social experience than restlessly delving into the betterment of content and distribution.
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