Selling’s from Mars, engaging’s from Venus
Until last year, there was worrying evidence that teenagers ruled the internet. But behaviour online is definitely changing. It’s unlikely that we’ll see a week any time soon where Justin Bieber or One Direction aren’t responsible for a hashtag that trends on Twitter, but we’re not seeing as many. Is this one example of teen power dwindling online? We think something else is at work.
We’ve reached and passed saturation point and are now more likely to look for meaningful connections on niche social networks than continue to rack up the numbers on the main ones. This has presented a challenge for corporate brands who firmly believe that the loudest kid at the party gets the most cake. Ultimately, when it comes to engagement, like selling, you can only manage what you measure and so it’s a metric and benchmark that every brand should be weary of and will be increasingly faced with come 2013.