There is a lot of talk right now about the Instagram algorithm changing. Engagement is low and there are just too many accounts that the average person follows. It’s impossible to see all of the content. With the change IG is hoping to stop the dilution of content and increase engagement. However the roll out has been annoying.
I’m a believer of the power of influencer marketing on IG, however, the next frontier of influencer marketing could involve something else, the power of the playlist.
Playlist culture has been around for a while but no one has made it perfect. Spotify is doing pretty well at it and we’ve also seen some apps attempt it like Sounds and Cymbal. Maybe the fix is in creating a hybrid of music and photos and/or video? Or enabling the creative “re-mixing” of music like some apps on the cusp like Flipagram and Shimmeo.
I see a world where brands are breaking songs on their playlists and causing even more impact than traditional radio. Similar to what Beats Radio is doing with influencers like OVO and DJ Khaled breaking records and artists on their programs.
Can you imagine a world where your friends are constantly sharing new playlists to outshine each other and provide the perfect musical soundtrack to every occasion? I can and I love the idea of playlists defining your identity. I think we’re moving into a world where playlists will be essential to a brand’s identity.
In any case, the playlist world is still very much up for grabs, but while everyone is crying about Instagram, I’ll be on Snapchat sharing my thoughts on the evolution of social, sharing, and playlists. Add me and let me know what playlist makes up your tastes on this Tuesday morning.
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