One, two, three, four, five, six, seven, eight.

According to research done by Forbes magazine, this is a moment where you lost the GenZ person.

Nine, ten, eleven, twelve.

This is a moment where you lost a millennial.

But, there are, of course, opposing claims.

How our attention span is short when series are binged more than ever?

Yes but, by checking IMDb on our phone to see where we know this actor from.

How can we not concentrate when we watch movies that last longer than ever?

Yes, but by pausing Netflix just to make coffee, or popcorn, or to see what is new on Twitter.

But TikTok and Instagram extended the duration of their videos, right? Yes, but it is still important that your attention is drawn after one, two, three, four... well, you get the point.

So, what do people on the internet want? Video content.

What kind of content do they want? Fun and simple. The one that later ends up in some group chat. Such content. What does this mean - in practice?

This does not mean that you only need to make a short video, upload it to any platform and wait for it to go viral. On the contrary.

This means – first – being concise in your storytelling. This means – thinking in advance about the script for each Reels, regardless of its duration.

This means that every YT shorts, even when it is a cut of some longer material, needs a beginning, middle and ending.

Regardless of whether it is a new campaign, collection presentation, always on content or teaser material for a new episode of the TV show, each video has to be rounded off with adequate copy and relevant hashtags.

Simple: Introduction, development, conclusion. Upload.

In the era of pre-produced photos, Instagram/TikTok filters that literally make you look like Angelina Jolie, the average user seems to have craved "not-too-edited" content, i.e. reality.

And that was first, as usual, realized by software developers. French software developers, to be precise.

So, those French developers made BeReal application based on the principle of two cameras (literally at the same time you take a selfie and what is in front of you), then that application became extremely popular in American colleges and experienced an incredible 1000% growth, and the rest is history – Be Real is the application of the year, and we do not say that, Apple says it.

But let's not talk too much about BeReal, we all know everything about it since the app even made it to Saturday Night Live.

What is the idea? So, all users of this application receive a notification at the same time informing them that they have 2 minutes to post.

If they do not, the post contains information about how late they are.

People react with emojis created from their own photos. Authentic above all!

That authenticity is "the" principle of a year shows the fact that other platforms have created filters and extensions based on duality (Instagram and TikTok), but also that brands, regardless of marketing as such is not allowed on BeReal, find a way to use this platform in a best way.

Or at least, the odds it offers. Visually, textually, it's time to be real, really.

*In the voice of late 90s commercials*: Shopping from the comfort of your armchair while you are scrolling through your favorite networks? It is possible with - social commerce.

Whether you're just popping in to see how they are doing without you or scrolling through the feed while you wait for your lunch to heat up, you can buy ANYTHING and just keep scrolling.

No, seriously, predictions are that the global value of social commerce could reach a value of almost 3 trillion dollars by 2026. We do not know is 3 trillion is even a word, but it means a lot of zeroes after three.

Logically, with the constant growth of the use of social networks, social commerce also grows. And he does not intend to stop.

Plus, it is very easy to buy on the one hand, but also to promote and sell on the other.

What does social commerce provide?

First – a huge potential (almost 57% of humanity uses social networks, so there is a much higher chance that they will find out about your brand just like that), second – the possibility for customers to give feedback on their purchase at a given moment, and third – data. And we all know how important data is.

Now, imagine you introduce influencers into social commerce. But not in that classical way – face behind the brand – that will make it easier to sell the product. We are talking about performative use of influencers and their follower base.

How?

Through live shopping. But not live shopping where cute faces tell that you really need this perfume, but live shopping where influencer, while addressing his fan base, speaks in a completely different way about the brand and the products it offers.

"Everybody has a podcast these days."

Said the person who still does not have it but believes that should have it.

Because they have a lot to say on the subject. Any subject.

Like Twitter. Literally, a podcast is Twitter for those who prefer public speaking.

The advantage of podcasts over Twitter is that you can drive and listen to what the person whose opinion you care about has to say.

The advantage of podcasts is that you can skip a part, rewind it, and as a last resort - sometimes it is easier to listen than read (depending on the type of learning you prefer).

What should definitely be taken into account is that even when it comes to podcasts, the key is – writing – a clearly set script, whether in the form of a thesis, or topics that should be covered, it does not matter, it is important that the structure exists.

A podcast is never just that, pressing the rec button while talking with your friends about that movie or that campaign or retelling the ending of that TV show that we are all watching, but it is much more than that.

In this sense, a podcast is not the format you suggest to fulfill the multichannel requirement.

A podcast is a format that, like all others, must be adequately prepared in order to help the campaign, because it certainly should not detract from it.

If you have reached this level and you are interested in personal ads, it means that we are right to include it in the levels.

LOL, it does not mean, it means we sent you a link, but if you happen to come across what you googled, talked about, and even chatted about, then we have that "Black Mirror" strong situation.

But it’s very logical + of course that everyone wants to see àthings that they are interested in.

Also, it is quite good if, among the things that they are interested in, users also find your brand.

So, not "Black Mirror" strong, but "data-driven" strong. Why?

Because you will: achieve a deeper emotional connection with your audience and get more insight into how they react to your brand.

You'll also reduce costs and risks since data-driven analytics involves using artificial intelligence and algorithms to predict consumer behavior.

And finally – date. They provide great insight into the habits, demographics, and behaviors of potential customers.

With this kind of data, you can build a media buying strategy and define: what works and what does not.

Simply, consumers really want something more, they want to feel that you are talking to them.

In the era of hyper-political correctness, the (few) brands that have not had CSR campaigns before are trying to find a niche that will be theirs and theirs alone.

Or at least a new angle for a topic that has already been told so many times.

Why?

Well, both for their own results and for building trust among consumers, since when customers use products (or services) of a socially responsible company, they feel that somehow, they have "done their part".

The more responsible a brand is (within the limits of what is desirable), the more consumers support, share, like and comment.

And even if they stop liking it, if the campaign jumps out of the scope of desirable social engagement, sharing and commenting will almost certainly not be absent.

There is this thesis that everything that has ever happened in the world exists in Shakespeare's work. We add – also on Twitter.

Especially if it's woke, and everyone likes to comment woke – everybody likes to express opinion and position.

Everybody.

Especially millennials, that generation that more than any before, and currently more than any after believes that it is and will be part of some great social change.

So, somewhere between #MeToo and #BlackLivesMatter initiatives, Twitter developed as a platform that completely organically tells "important stories", and as such, it logically imposed itself as a platform to be thought about when it comes to CSR campaigns.

Not necessarily through the accounts of brands, although of course that can be the case, but through the accounts of different influencers, who have completely "profiled" themselves on certain socially responsible topics on this platform.

Now that Elon Musk has restored all profiles, the sky is the limit. 

We know this also sounds like a Black Mirror episode, but imagine a virtual, completely virtual world where billions of people live and do all the things they do in this non-virtual one.

All the same, just online.

This would mean that: our computer screens become portals through which we become part of that vast 3D metaverse.

Well, the good (or bad) thing is that you do not have to imagine. Really.

You do not have to imagine. Yes, we do not have those billions right now, but events involving dozens or hundreds of people are, as the favorite post-pandemic phrase says, a new reality.

Zoom and Teams are so 2020, when we talk about metaverse, you will be able to sit in your armchair, or at your computer, and your avatar will walk, speak and play instead of you. Imagine what will happen next year at this time.

Let's think of cryptocurrencies and digital wallets, only a year ago, we had to google these terms, and today there is almost no big brand without a successful NFT project.

And no, it is not just .jpeg formats in the metaverse and buying part of the NFT collection sometimes gets you a lot more than that – a premium membership, a ticket to a certain event, or even a physical product. Long live metaverse!