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Think Forward 2020
We Are Social’s fifth trends report examines how the new rules of the internet can inspire brands to break out of the status quo and engage with audiences in ways that align with digital culture.
Mobbie Nazir
Chief Strategy Officer We Are SocialHistorically, the internet has been a Wild West, exempt from the rules and restrictions of the physical world. But this culture of lawlessness, while seemingly liberating, isn’t without its consequences, from misinformation spreading like wildfire to teen mental health burnout.
As a result, 2019 has seen the Wild West get a little less wild. Users, creators, platforms, authorities, all are creating new rules and laws to help mitigate some of the damage in a landscape that’s been too free for its own good. Amidst this clampdown, brands have to operate within a range of new constraints, some policed by the platforms, others by communities themselves.
This is no bad thing. Studies show that creativity and innovation thrive in the face of constraints. The new rules of the internet, if used properly, can inspire brands to break out of the status quo and engage with audiences in ways that respect this cultural shift. Law, it seems, is finally coming to the wildlands of the internet. But that doesn’t stop it from being the land of opportunity. It’s simply time for everyone to walk the line.
In this year’s Think Forward, our fifth trends report to date, we examine how the new rules of the internet can inspire brands to break out of the status quo and engage with audiences in ways that align with digital culture.
KEY TAKE OUTS
- Added Value. The internet has long been considered a Wild West for intellectual property rights. But in a maturing digital landscape, creators, and their content, are getting recognition. We examine how brands can be respectful of these online communities.
- Social Self-Care. Social was once a space for projecting and seeking validation. But in the wake of increased mental health awareness, people are taking a more measured approach to digital consumption. How can brands create content that supports people’s emotional health?
- Bad Influence. Influencers used to be beacons of authenticity, but being a content creator born on social media has lost its lo-fi sheen. As a result, there’s a growing backlash against influencer culture and the metrics that drive it. In this new world, brands should validate the power of the community prior to working with any influencer.
- Overt Privacy. People are sick of feeling surveilled. They’re taking control of their digital footprints, to hide from brands, platforms, and, increasingly, even their outer circles, and using more intimate social spaces. The rise of more discreet, intimate spaces offers an opportunity to talk to people where they’re more emotionally engaged and open, though with balance, this is no place for a hard sell.
- Running Commentary. Social content is no longer all about brevity. In a maturing digital landscape, content and narratives across all platforms are growing longer and more complex. This allows brands to tell better stories on social; in a saturated digital landscape, longer narratives can be more engaging, and encourage interaction and participation.
- Cultural Crossfit. People have often been forced to engage with cultural interests in isolation. People are now more open to collaborations between brands and platforms, so they’re consuming culture in more fluid ways. Brands with broad and diverse audiences can tap into niche communities, who are united by multiple cultural identity markers, to target pockets of their audience more effectively.
THINK FORWARD 2020
Visit We Are Social's showcase to download the full report.
About
As Chief Strategy Officer at global agency We Are Social, Mobbie oversees social strategies for clients such as Google, HSBC and Adidas with a focus on championing the role of social thinking to drive business value. Previously at Digitas, Fishburn Hedges and JWT, she has a background which spans digital, PR, advertising, and social media channels and a passion for developing integrated brand planning approaches.
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