Community is getting buzzy for brands. While good for Loyal and all of our careers, it's not necessarily positive, or even interesting, for consumers. With attention already spread thin, how can they possibly participate in "just one more" thing? In the next couple years, we're going to see brands go deep into community, and many will fail not for lack of anything other than scarcity and quality. Only the truest and most authentic, value-additive communities will prevail. Anyone else feeling a little communitied-out?
Have thoughts or resources to share on this topic? Reply to this email :)
"We are like islands in the sea, separate on the surface but connected in the deep." - William Jones, fka "Father of American psychology"
Skim this mid-read in The Drum about how we're drowning in social media saturation. With engagement and consumption dropping rapidly across platforms, what's the point of brand marketers keeping (and paying) up? Our prediction: Minimum Viable Content.
This NYTimes feature on Facebook's Compassion team chronicles designing products for intentional disconnection. In a hyper-connected, social world, escaping an ex or frenemy is next to impossible. How can digital "ghosting" be easy and non-permanent?
Have a topic you'd like to see Loyal cover, a contributed piece of content or a job listing? Send 'em our way, and we'll take it into high consideration!
Sarah Judd Welch
CEO/Head of Community Design, Loyal
