Mobile-only social channels such as Instagram and Snapchat are becoming ever more integral to a well-rounded digital strategy. Instagram and Snapchat are both examples of digital experiences that are authentically mobile — which means that their very existence is predicated on the invention of mobile devices. In other words, they would not exist without mobile. That’s saying a lot both about the state of mobile, and about the state of social. It means that we’ve reached a point where smartphones are so ubiquitous that entire social platforms can exist and thrive without any reliance on desktop.
Most brands can no longer afford to ignore these platforms in favor of the same old promotional posts on Facebook and LinkedIn. Users crave a more intimate and immediate connection and brands that run successful social media campaigns recognize the power of mobile social to satisfy this craving.
Furthermore, the trend toward more ephemeral social media content — on Snapchat and Instagram Stories, specifically — is another indicator that mobile social is a strategy element to pay attention to. Ephemeral content has a limited life and doesn’t live long enough to run the risk of irritating users by showing too much brand content in the main feed. It also lends itself naturally to content that is more casual and authentic. The effect is content that feels immediate and intimate, making users feel even more in sync with their favorite brands.