Nowadays, social media has now become a part of our lives. The digital environment is as important as the physical environment in our lives. Statistics today show that most of us live our lives in two ways. However, this situation has both advantages and disadvantages. The advantages are quite a lot. For example, we can earn money from social media, receive education, reach the masses, initiate charity/movements and socialize. Moreover, we can do all these with one click, whenever we want, from anywhere. This situation naturally encourages us to use social media even more and we want to take advantage of all these opportunities. The use of social media continues to increase day by day because of that.
According to statistics, by 2022 social media mobile usage is over four and a half hours. This is a proof that users spend a serious amount of time on social media during the day under this circumstances. It maybe that we cannot find answers to our needs on this huge platform. Our desire to be socialized, appreciated and approved since the beginning of humanity manifests itself here; truth and sincerity. Socializing with the digital world has also changed a lot, but users are still looking for a “spontaneity” and “reality”. There is an uncontrollable, natural and positive search for truth. In short, we’re looking for a story. Although we have control over social media, we can fulfill our wishes and needs with one click; Our search for a story and our will to fight never end because of our existence.
Users want to have spontaneous stories that they cannot control just like in physical life. In other words, they don’t want to feel like a “game host”. In this digital world full of games, they want to face surprises and find answers to their search for reality. Date apps are can be an example of this. The app users choose the people they like mutually and start communicating and getting know to each other. Some of the users on social media do not find this format authentic. It is not like “real” for them. This is where our search for spontaneity comes into play. As human beings, our needs such as fighting and socializing are in our nature. We want to feel real.
Although digitalization allows us to solve our problems easily and reach our needs, sometimes we want to be in an uncontrolled universe. Kind of like playing a game. 🙂 We should hear the users who are in this search, as brands and communicators.
We must understand them and respond to their needs. If we show that users can experience the spontaneity they can experience in the physical space, it seems, we will get very pleasant results.The way brands will follow in this sense will bring innovation to both a sectoral and a more comprehensive perspective.