The Shrinking State Of Social Media

Since social media started to make a move toward the mainstream about ten years ago, the general direction was expansive. People wanted more of everything — more friends, more fans, more followers, and just more. In fact, 'more' is the model where most marketing plans are focused.

The market, however, has changed and the once ever-present quest for an expansive presence has already shown signs of contraction. As many as 36 percent of smartphone owners are finding smaller audiences with messaging apps such as WhatApp, Kik, iMessage, and Path. Snapchat and Wickr have seen an uptick in usage too — about 17 percent of smartphone owners use apps that delete messages.

Such platforms are especially more popular with young adults, ages 18 to 29. Among this group, almost half use messaging apps and 41 percent use apps that automatically delete messages. Even recently popular networks like Pinterest and Instagram have cooled off among social nomads despite marketers trying to retool social platform strategies. (Maybe they've cooled off because of them.)

More isn't much of an answer when most people want less. 

Sure, Facebook has become as innocuous as the Internet, with 72 percent of all adults with an account. (Twitter, Instagram, Linkedin, and Pinterest all hover around 25 percent.) But look at the reasons. Facebook does an excellent job creating the illusion of privacy while simultaneously shortening any marketers reach through targeted delivery and exposure limitations.

One would think marketers might take note. It's less, not more that usually wins for them on this social platform. More only happens when it contains a concept built on attraction (as opposed to broadcast). Take a look at 30 different campaigns and the common denominators are there.

• Successful campaigns are tied to something beyond digital.
• The initial distribution method is aimed at customer attraction.
• Most campaigns are built on engagement and participation.
• The content has appeal beyond its narrowly defined audience.

The lesson reads like one of the rules right out of copywriting school — less is more. And in this case, less is more because attraction marketing continues to beat out interruption marketing on a regular basis much like most people (except celebrities) are shrinking their networks to include a much smaller circle of friends — those they happen to meet in person and see somewhat regularly.

Not that this should surprise anyone. The emphasis on 'social' over 'media' was always the intent.