There is no doubt that social media has changed the way we engage with content online. People are turning to social channels for more than “social” engagement; they are turning to social for news, current events, and product information and sentiment. In an effort to meet both current and potential customers in their preferred social platform, brands and publishers are responding to this trend by providing native content that is channel appropriate, and mobile optimized.
As digital marketers, should we begin to consider a world where the traditional website, largely considered the proverbial home base for a brand’s content, takes a back seat to an ecosystem of social channels that deliver contextually appropriate content in their customers’ preferred formats and channels?
It’s already happening. Obsessee.com is delivering fashion and culture content to teens solely through their social channels. Similarly, NowThisNews.com is providing news to its audience natively through a variety of social channels. In both cases, their “homepages,” should you make your way there, are simply landing pages with links to their social channels.
This approach is interesting for multiple reasons. By placing their content on social media, brands and publishers can:
- target their audiences and provide them with native content that is contextually appropriate
- simplify the user experience by doing away with the click-through, which on mobile, can result in slow load times and engagement drop-off
- side-step ad blockers. No need for display advertising since the content itself will be served
As I create my first native post on LinkedIn, I ask myself: Are traditional websites an endangered species, destined to become portals for true audience engagement? What are your thoughts?
This post was originally posted on my LinkedIn profile: