By Livia Gammardella*
Did you know that the LinkedIn changed your content algorithm last year to prevent posts from going viral? As many have argued, this is likely a positive outcome for brands and content creators, but it also reflects a developing trend on the internet in general. This suggests that the days of “going viral” may soon be coming to an end – and perhaps already over. This is great news for brands looking to create a genuine online connection with their followers, colleagues and communities.
The internet has always been a dynamic, multifaceted and unpredictable phenomenon, but it has undergone rapid change that has left even experts unsure about where it will take us. Many dramatic terms have been used to describe what is happening to the internet, especially in relation to social networks: “decay”, “end” and, most creatively, the deterioration of our old favorite spaces.
However, the most accurate and useful word for brands to consider is “fragmentation.” This term offers some useful explanations for the decline in “virality.” And that’s not necessarily a bad thing; it also offers some excellent pointers on what brands should focus on.
In this scenario, we experience an increase in the strengthening of micro-communities in digital spaces, and perhaps the drop in virality is a reflection of this. What used to be interesting to everyone may no longer be relevant to these subgroups, each with different tastes, opinions and attitudes.
When we talk about communities, we get into the issue of culture. Well, if culture is what makes us human at scale, if who we are is defined by our environment, with the integration of virtual reality into our human reality, that line becomes blurred. And “culture”, then, becomes defined by our online environment, molding us into niched communities according to where we want to be located. What was once the result of chance is now the result of our own initiatives. From this new online culture, the world begins to be interpreted.
It shapes our priorities, the way we connect, consume and interact. And it happens differently for people in the same location. The demographic loses importance to the psychographic, as the world as we know it is evolving into a place where finding like-minded people is much easier than before the online reality.
Furthermore, it’s easy to argue about the decline of our collective experience online, but as Mayan astronomers taught us in 2012, often what we consider an “end” is the beginning of an entirely new cycle. So what does social media fragmentation mean for your brand? It means the end of the idea that social networks offer a “digital square”, or large online public spaces where people come together to collaborate and exchange ideas.
Instead, these spaces have fragmented and divided people into smaller, like-minded groups. This means that something or someone is popular in the TikTok from a person does not necessarily mean that it will even be recognized by another user of the same platform. The very concept of “going viral” acquires very different connotations from what we saw in the past, as social networks themselves are noticing this movement and improving their algorithms to personalize tastes, as is the case with the two platforms already mentioned. In short, every day it becomes more unlikely that something will have as much impact on our collective psyche as, say, a video of a cat playing a keyboard in 2009.
Furthermore, increasingly, brands’ attempts to “break the Internet” or follow trends have received a mix of criticism and disapproving looks. A brand that desperately tries to surf every trend that comes along will likely struggle to create real connections with its followers. And that is exactly what they should seek with this fragmentation. Understanding your niche and who it makes sense for will guarantee much better results than simply following the latest fashion, which may have no relevance whatsoever to the audience you want to communicate with.
Thus, we have established that social networks are fragmenting into more isolated locations, that micro-communities should be the new focus of study for brands that want to position themselves online, that going viral is no longer what it used to be and that brands seem be the last entities still concerned about baseless “virality”. What to do now?
The fragmentation of social media is good news for brands that stop focusing on “going viral” and instead listen to what a high-quality platform like LinkedIn is saying. Because while online communities may be smaller, they may be becoming more engaged, seeking meaning, depth and connection in all their interactions – online or offline, with people or businesses.
Think about how many viral moments you’ve forgotten, and then think about which social media posts really stuck in your mind. What do the latter have in common? They’re probably helpful, authentic, and come from a person you admire or feel a connection with.
Now, let’s recall what LinkedIn suggested brands and individuals should share: posts “to help members develop their skills in their area of expertise.” They’re not overly personal, but they’re authentic, relatable, and valuable to your audience. This, in turn, can be applied to all social media platforms. Forget the sarcasm, the memes without a defined strategy, focus on your voice, on what your brand has to offer and, sooner or later, you will be a useful part of a community of like-minded people. After all, isn’t that what the internet was supposed to be in the first place?
*Lívia Gammardella is Marketing and Digital Director at Latam Intersect PR. Leading the company’s digital team, she specializes in creating innovative campaigns across multiple channels and developing social media strategies adapted to audience preferences. In addition, she leads the agency’s marketing area.
Her achievements have garnered industry recognition, including a Forbes cover story in 2023, where she was recognized as a “Digital Transformation Genius.” In the same year, she was honored with the title of “Rising Star of Public Relations” by the Davos Awards.
* This text does not necessarily reflect the opinion of the vehicle | Cover photo: Freepik
Follow Adnews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
