Opportunity in Adversity: Technology driving online authenticity
The world of information sharing is fuelled by social media engagement
From politics to pussycats, the world is running on likes, comments, and shares. But the inundation of social media platforms with unwanted (algorithmically determined, yet not necessarily accurate) branded content has created separation in an environment that promised meaningful connection. I no more want to see a post from an egg freezing facility than I want to see one from a man promising to share the secrets to keeping a man (Age: 36, Relationship Status: Single).
Intrusions into our online experience, the ubiquity of ‘white noise’, drowning out the voices of our friends and family- have left us somewhat cold to the genuinely interesting and authentic content also being shared.
Whilst Facebook has promised to address the imbalance in their own way, technology already exists that ensures conversations between platform users (both brands and individuals) are reciprocal, consensual, and authentic in nature.
But what comprises ‘reciprocal, consensual and authentic’?
First, let’s look at consent. Peer to peer is the fastest growing customer acquisition channel in marketing today. Whereas ‘celebrity endorsement’ is lumped together with all the white noise, recommendations from friends and family- stand out. Brands are recognising that in order to connect with their audiences, they need to be ‘invited to the party’. In order to be invited, they need a space that not only introduces them to their audience, but allows them to communicate directly. Simply, when users are able to choose which brands they want to engage with, and when, their support of that brand holds more clout.
Authenticity goes hand in hand with consent, as users only opt to support brands they genuinely connect with. With 43% of people ranking authenticity over content when consuming media, brands are taking note. When a brand no longer has to convince their audience, when a hard-sell is not required, when they are communicating in a environment of relevance, and reciprocity…they’ve found the golden ticket.
Facilitating this reciprocal relationship between platform users and brands, sits JET8. From within the platform, brands reward their (consensual) audience for both the content they create, and the organic engagement they generate. Rewarding, essentially, behaviour that would be occurring anyway.
Whilst we’re proud of the unparalleled reach and engagement stats we offer (a reach of over 1 billion mobile users), that’s not the story here.
The story here is about how technology is aiding a shift in social media behaviour towards meaningful engagement. Finally, authenticity is possible in a world of noise. Yes, it’s marketing, but this is marketing for the over-saturated and for the savvy. This is marketing so removed from the brick and mortar world of billboard advertising that it represents the biggest shift we’ve seen in the consumer/brand relationships in years.
And the foundation of this technology? Tokenisation. Since 2015 JET8 has fuelled its ecosystem of brands and users with our token currency, cultivating relationships of value. And now? We are taking social currency to a whole new level. Say hello to the J8T Token.
Stay tuned…
