Some really great points here, Kirk, as always. Thank you for sharing.
Great branding always - no matter what the format or industry - revolves around authenticity and compelling storytelling.
That said, I'd be curious to see a recording or read a transcript of this panel discussion to understand more of the context and hear more of why social media isn't working for these particular groups. Not to say I don't believe their findings, but it seems like bigger brands tend to struggle more with this than smaller groups and brands, for example.
Social Media isn't a fix-all or single messaging solution by any stretch, but it is a tool in the marketing/messaging toolbox and I don't see it going away. It will - and should - evolve, to be sure. But to write it off completely is ignoring certain demographics and the evolution of storytelling on the whole. Removing my personal feelings on the effects of social media/algorithms (hint: I'm not a huge fan), I don't think we can "throw the baby out with the bath water" in the case of social media. Modifying our approach with an understanding of the pitfalls as we develop better strategies, yes. And the more we bring these issues to the fore (again, thank you), the better the results.
There's also broad latitude in the definition, i.e. not all these platforms are created equal. X is a fever swamp of AI garbage, hate and misinformation; take your chances there for transparent information. Instagram is mostly meaningless eye candy and moving towards ubiquitous video integration; it has the eyeballs, but no one really understands what the engagement means, unless you're direct selling widgets through their ecomm integrations. YouTube is the de facto video platform for basically every demographic; it's incredibly necessary for every brand. Substack is where long-form storytellers are headed, if they aren't there already. And I haven't even mentioned a pile of other platforms (LinkedIn, TikTok etc.), and, yes, Shopify...
Anyone heading up content for a brand has to not only know these platforms inside and out, but also bring a publishing / content creation perspective to their use, value and integrations. They all operate a little differently and provide different outcomes. The social media brands that are failing all look and act the same on the same platforms, and wonder why they're cannibalizing each other.
Brand + strategy + strict content narratives + contextual social media integration = having a clue. And you haven't even tracked any data at this point.
You definitely need to have the right person in charge.
I would love to have the time to get out and do more fishing. I did some quick digging and found that you have quite the adventurous life. That's so awesome!
For me, I am old school and I love to "catch and eat" because you cannot get anything fresher than "hook to fire," but I also just love to fish - being present on the water.
The preparation of an outing is probably what gets the juices flowing for me. Depending on the type of fishing, I'm combing over my lures or flies, checking my gear, packing enough clothes for a week, even though it's only for a few days, but hey, who knows, maybe I'll get lost and stay longer.
In that anticipation and preparation, I watch a ton of fishing videos. I also sit at my vise and tie up some "hot" flies for the area I'm going. Plus, I pack my fly tying stuff just in case.
I don't know, I guess I just love the thought of being at peace, in nature, and having no worries or concerns, for even just a moment, like when I was a kid and had none of those worries or concerns, and my dad was close by. My dad has been gone for over 20 years but those fishing memories are indelibly inscribed on my mind.
Man, I loved those trips and I definitely have to make more time for those kind of trips!
Since I don't partake in social media any longer, save engaging sources like this one, I'm not surprised either. People are longing for open and honest communication that breeds valuable and challenging thought, or even inspires those to build their own fly rod and tie their own flies. Think back to the days when a Sunday afternoon was spent on the front porch or back patio, relaxing in the moment of the people who sat around you.
Maybe that's too nostalgic for some, but I think it's what people long for, no, they crave to have that experience.
Take that to the water, start wading or drifting, tossing some flies in the water, engulfed in the beauty of your surroundings, and life just gets simple and uncluttered, and enjoyably honest. (Unless you're just learning how to cast your first flies, but thats another topic altogether. 😊)
Good read! Thanks for sharing.
P.S. I really like your "little red book" and "little black book." Timeless thoughts and techniques for fly fishing. A must have for any angler!
Some really great points here, Kirk, as always. Thank you for sharing.
Great branding always - no matter what the format or industry - revolves around authenticity and compelling storytelling.
That said, I'd be curious to see a recording or read a transcript of this panel discussion to understand more of the context and hear more of why social media isn't working for these particular groups. Not to say I don't believe their findings, but it seems like bigger brands tend to struggle more with this than smaller groups and brands, for example.
Social Media isn't a fix-all or single messaging solution by any stretch, but it is a tool in the marketing/messaging toolbox and I don't see it going away. It will - and should - evolve, to be sure. But to write it off completely is ignoring certain demographics and the evolution of storytelling on the whole. Removing my personal feelings on the effects of social media/algorithms (hint: I'm not a huge fan), I don't think we can "throw the baby out with the bath water" in the case of social media. Modifying our approach with an understanding of the pitfalls as we develop better strategies, yes. And the more we bring these issues to the fore (again, thank you), the better the results.
Travis,
I largely agree - social media is here to stay.
There's also broad latitude in the definition, i.e. not all these platforms are created equal. X is a fever swamp of AI garbage, hate and misinformation; take your chances there for transparent information. Instagram is mostly meaningless eye candy and moving towards ubiquitous video integration; it has the eyeballs, but no one really understands what the engagement means, unless you're direct selling widgets through their ecomm integrations. YouTube is the de facto video platform for basically every demographic; it's incredibly necessary for every brand. Substack is where long-form storytellers are headed, if they aren't there already. And I haven't even mentioned a pile of other platforms (LinkedIn, TikTok etc.), and, yes, Shopify...
Anyone heading up content for a brand has to not only know these platforms inside and out, but also bring a publishing / content creation perspective to their use, value and integrations. They all operate a little differently and provide different outcomes. The social media brands that are failing all look and act the same on the same platforms, and wonder why they're cannibalizing each other.
Brand + strategy + strict content narratives + contextual social media integration = having a clue. And you haven't even tracked any data at this point.
You definitely need to have the right person in charge.
~Andrew
Bingo. Nailed it 100%. (*deletes diatribe on the dearth that is X*)
Great thoughts here. Would love to hear more exploration of this topic.
I would love to have the time to get out and do more fishing. I did some quick digging and found that you have quite the adventurous life. That's so awesome!
For me, I am old school and I love to "catch and eat" because you cannot get anything fresher than "hook to fire," but I also just love to fish - being present on the water.
The preparation of an outing is probably what gets the juices flowing for me. Depending on the type of fishing, I'm combing over my lures or flies, checking my gear, packing enough clothes for a week, even though it's only for a few days, but hey, who knows, maybe I'll get lost and stay longer.
In that anticipation and preparation, I watch a ton of fishing videos. I also sit at my vise and tie up some "hot" flies for the area I'm going. Plus, I pack my fly tying stuff just in case.
I don't know, I guess I just love the thought of being at peace, in nature, and having no worries or concerns, for even just a moment, like when I was a kid and had none of those worries or concerns, and my dad was close by. My dad has been gone for over 20 years but those fishing memories are indelibly inscribed on my mind.
Man, I loved those trips and I definitely have to make more time for those kind of trips!
Since I don't partake in social media any longer, save engaging sources like this one, I'm not surprised either. People are longing for open and honest communication that breeds valuable and challenging thought, or even inspires those to build their own fly rod and tie their own flies. Think back to the days when a Sunday afternoon was spent on the front porch or back patio, relaxing in the moment of the people who sat around you.
Maybe that's too nostalgic for some, but I think it's what people long for, no, they crave to have that experience.
Take that to the water, start wading or drifting, tossing some flies in the water, engulfed in the beauty of your surroundings, and life just gets simple and uncluttered, and enjoyably honest. (Unless you're just learning how to cast your first flies, but thats another topic altogether. 😊)
Good read! Thanks for sharing.
P.S. I really like your "little red book" and "little black book." Timeless thoughts and techniques for fly fishing. A must have for any angler!