"DECODING THE SOCIAL MEDIA MATRIX"

Oct. 17th 2023 By Lydia Harouna

Navigating Social Media Marketing Mayhem

Between mindless "doom scrolling", countless Ads, and media coming at us in all directions- How do brands and consumers manage their social media intake?

There are a few ways to mitigate your social media intake—the easiest being turning off your phone. Alas, we all wish it was that simple. Our phones hold the key to almost every aspect of our lives, and we constantly have to (or feel like we have to) be checking them. Also, more often than not, it has become a reflex at this point to log into a social media app and mindlessly scroll, check your timeline, or simply fill in the gaps in your schedule, commutes, or gatherings by checking your phone. Our society has become attached at the hip to technology, and while there are some great benefits to that, it has also inflicted significant harm upon us, especially on younger, more impressionable generations, in terms of mental health, concentration, communication skills, and anxiety. We simply were not built to consume this much information on a daily basis.

So, how do we mitigate this? It is the job of both consumers and companies to "mitigate" their media. Here are a few ways you can do this:

For Consumers:

1. Download "App Blockers" and set a timeframe during which you don't want to use social media apps; it will block the sites every time you try to open them.

2. Conduct a "Timeline" cleanse: unfollow anyone or anything you feel isn't serving you.

3. Consider doing an "every other month" social media cleanse if possible. Delete the app, at least on your mobile device, to take some time away from it that month. Doing back-to-back months is hard, but if you start with small goals, it becomes easier.

4. The next time you open a social media app and scroll, set a timer. When you are done, see how much time it was; this may be a wake-up call for you.

5. Make a list of social media pages you actually enjoy or find entertaining, so the next time you are on there, you are more inclined to consume that content.

6. Check in with yourself weekly. Could online media be affecting your concentration, productivity, self-confidence, or sense of calm? Make a list of what, why, and how you can change that.

7. Keep a book on your nightstand or take a lightweight one with you when you go out. So, the next time you want to "doom-scroll", you have the option to take out your book instead.

For Companies:

1. Try creating more "meaningful, inspiring, or emotional content." This is the type of content that is more fulfilling and will resonate with consumers and make them remember your content amongst the plethora of others.

2. Ask yourself, "Does my audience really need to see this right now?" "Have we posted too much of the same type of content?"

3. Understand that consumers are tired and often times need breaks from media. Include images, words, and visuals that motivate them to get up and go outside, similar to how TikTok uses "You have been scrolling for a while, take a break" ads.

4. Your product needs to mean something more than just itself. Understand how you can attach a "personality" or edge to shopping or product listing posts.

5. People are powerful—Influencer marketing (with the right influencers) remains key in garnering attention.

6. Comedy: People are more likely to consume "feel-good" or funny/clever content.

7. Storytelling: Try to incorporate a storyline into your online content or ads.