Digital detox: to more relevant content

 

According to a study conducted by Deloitte, French people consult their smartphones 26.6 times a day on average. This figure rises up to 50 times a day for 18-24 year olds. In addition, 41% of French people would have difficulty doing without the Internet for more than 3 days. This over-use of any device requiring an Internet connection has led to a new trend: digital detox.

Digital detox, what is it exactly?

Digital detox is the act of strongly reducing or completely and voluntarily cutting off the use of electronic devices, such as computers, smartphones or tablets, as well as all activities requiring an Internet connection.

Over the past three years, we have seen the emergence of this practice, which has become increasingly common: according to an Ipsos study, 30% of French people would like to cut themselves off from time to time from the Internet in order to take a break.

How can brands then seize this trend and offer more qualitative and less time-consuming content?

How to restore meaning to content

Even if digital detox is a popular practice, the majority of users do not want to leave social media: they want to change the way they consume them. Indeed, they want to spend less time on networks for shorter, more qualitative and above all more relevant content. Indeed, in recent years, we have seen the emergence of « image-centric » platforms such as Snapchat or Instagram that offer short and ephemeral content.

There is a marketing lever for brands to offer more targeted content for their audience: influence. Indeed, traditional advertising seems to be reaching consumers less and less since, according to an Infolinks study, only 14% of consumers remember the last time they saw an advertisement and identify the offer it was promoting. As for influence, it seems to be an increasingly effective channel for developing brand awareness and getting closer to the consumer: 65% of them say they discover a new brand or product thanks to an influencer at least once a week according to a Rakuten study.

How then to explain that influencers make it possible to increase the visibility of a brand as effectively as a traditional advertisement while appearing non-intrusive in the life of the Internet user?

The first explanation is that users choose to follow the influencer because he offers content that is related to their interests and values. For example, microinfluencers are generally specialized in a particular field, whether it is food, beauty or gaming, and therefore bring together engaged and passionate communities. The brand can thus choose the influencer who is closest to the type of product or service it offers and its values, in order to have an optimal targeting of its audience to propose offers that are relevant to the consumer’s profile.

The second explanation is the quality of the content and its short formats. Indeed, these microinfluencers, because of their specialization in a particular field, offer qualitative and highly targeted content. Moreover, since their preferred medium of communication is Instagram (for 96% of microinfluencers, Instagram is the preferred social network), they often offer short and ephemeral formats such as stories: their use has increased by 21% since March 2018 according to a Social Bakers study.

 

Talent Web Academy, Sampleo’s new micro-influence agency

At the end of 2018, Sampleo launched its new micro-influence offer to offer brands marketing solutions that both increase their visibility on social networks and offer optimal targeting by offering users qualitative and relevant content.

If you would like to know more about micro-influence, please contact us.

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