Relatively long ago, a forecast was made that social networks are now at the peak of their popularity and that they should be expected to go out of style in the future.
There are some reasons for this:
- Social networks originated on student campuses and were part of an alternative subculture. Now they have become the mainstream of an uninteresting alternative subculture.
- Users are gradually tired of the stupid race for the number of friends, subscribers, and likes.
- Many make shorter posts; for them, the old social networks have become a too large format of communication. Those few who know-how and love to do more voluminous copyrighted materials do not want them to disappear in a sea of short-term posts and reposts.
- Strengthening government control over social networks.
- Social networks tighten copyright requirements. Those who do not like it – go to other formats.
- At the peak of the popularity of social networks, many opened accounts in almost everyone. Now even just viewing them takes too much time.
- Previously, television was the primary device for manipulating mass consciousness, but now it seems that the initial efforts and budgets are moving to the network. From bots and manipulators, it is already difficult to breathe in social networks. Some, without the ability and skills to double-check and critically evaluate the information, become distributors of viral schemes for manipulating the mass consciousness. Others, seeing that the level of manipulation in social networks is compared with the “box,” stop coming in, as they once turned off the TV of protest.
- Video broadcasts on social networks in most cases are broadcast in the form of a laptop webcam, performed against the background of a home refrigerator. In content, it is usually a long-drawn-out monologue without a preliminary script in which the author by the middle already forgets what he wanted to say at the beginning and begins to improvise on the go. At first, it is fun, but it quickly becomes tiresome.
- There is more and more direct advertising on social networks, and its effectiveness is getting lower. The rapid growth of social networks has caused no less rapid growth of services to increase the number of likes and views. Click ability has finally ceased to reflect effectiveness.
- The absolute majority of corporate pages on social networks have not become an effective means of promotion and communication, and in some cases, directly harm the image of the largest corporations. Employees or agencies that know little and practically do not have the power to resolve consumer issues quickly maintain corporate pages. Typically, communication on corporate pages is conducted in the style of polite messaging and is saturated with hidden self-promotion. Imagine if I wrote – “Thank you for reading this article, your opinion is very important for the author. The author always makes sure that you are satisfied. ” Tired already, huh? However, this is a standard style of materials and communication on corporate pages.
- A terrible recapitalization of IT companies that own leading social networks as a sign of a growing financial bubble. When this financial bubble collapses, many will not be able to maintain the functioning of their social systems.
- Despite some successes in the analysis of large amounts of data accumulated by IT companies from their users, the financial efficiency of using this data remains extremely low.
- The first signs of the slowdown in the development of information processing and transmission technology in the IT industry began to appear.
What will it all lead to?
On the one hand, passing the peak of popularity of social networks does not mean that tomorrow they will be massively abandoned. On the other hand, there will also be no technology that has gone into circulation. Quiet wilting, by analogy, for example, with not so long ago popular blogs, will also not be. Now the medium-term forecast of almost any subject, from the stock market to big sports, should consist of two parts. First, the laminar part, and then, after the mega-collapse and the crisis went beyond the predominantly economic framework, the hard part. In the laminar part, after the peak passed, there will be a smooth decline. Social networks will begin to fragment and specialize. Informal subcultures will gradually migrate to messengers, as lite versions of social networks. One should expect the emergence of new forms of everyday communication, alternative to traditional social networks. Other areas of fragmentation are based on interests and place of residence. Also, before the mega-collapse, the first examples of the long-predicted by some people revival of print magazines focused on the status consumer may have time to appear. However, the real fun will begin with a mega-collapse and the beginning of the turmoil of the Second Thirty Years War predicted by some. In particular, then we should expect:
- Bankruptcies of a number of the largest IT corporations, specializing in hardware, software, and services.
- To legitimize the departure from copyright in general and the rights belonging to the opposing party, in particular.
- Introducing information blockades, including blocking data transmission over fiber-optic backbone networks, building new Berlin walls in the information space.
- A sharp increase in state control of the Internet in most countries and attempts to state fragmentation of the network.
- Mass prohibition of not only social networks but also other software of the opposing parties.
- Mass activation of pre-installed Trojan horses, spyware and malware, and undocumented hardware capabilities.
The basic parameters of the course of civilizational turmoil in the information space are entirely predictable, as well as who will confront whom and at what level and even who will win as a result. Therefore, now, you can make several general recommendations:
- Strengthen backup requirements on your local media.
- Return strategic workflow to paper format.
- Optimize your budgets for advertising on social networks, do not trust anyone’s statistics of likes, subscriptions, and views.
- Either make your communication channels on social networks useful for you and interesting for the target audience or even abandon them. Corporate pages should be maintained not by SMM managers or agencies, but by top officials or their representatives. Are they busy and they do not have time for this? Does Trump have time on Twitter?
- As the target, the audience is fragmented, as above, i.e., under the influence of strengthening state regulation, and from below, your communication channels should fragment.
- Do not miss out on the revival of consumer-oriented print media.
- Explore or refresh the formal attributes of fake posts or news.
- Remember that progress has not stopped with the creation of leading social networks and has not acquired its perfect and complete form.
- If you want to be heard in the consolidated chorus of your competitors and social networks and real life, then start with a simple one – fewer reports and more, not even unique content, but the idea behind the text.
About The Author
Melisa Marzett is a content writer who was previously working as a journalist and currently working for smartessayrewriter and a translator along. She believes that the more languages you know, the more times you are a human. Needless to say that she stands for self-development in all aspects of life.
and a translator along. She believes that the more languages you know, the more times you are a human. Needless to say that she stands for self-development in all aspects of life.