In late 2013, a barrage of reports made it clear that Facebook was dramatically losing relevance with teenagers. In fact, more than 11 millions teens have left Facebook since 2011. Till date, brands have relied primarily on Facebook and Twitter as tools to connect with teenagers and young adults who increasingly spend more and more time online and on social media. But what happens when our audiences aren’t paying attention to us anymore? What do we do when our markets are moving in droves to platforms where everything we know about “canned & planned” digital marketing is useless? It’s time to embrace a new approach to digital engagement. Gone are the days of disrupting people and shoving our products and services in their face. Instead, it’s time to become a part of their daily lives – even if this means sending them the occasional funny face on Snapchat.
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