5. Social & digital strategy: a new way of social media participation
As an organization or leader on social media, you cannot ignore current societal challenges, such as the climate crisis and inflation, if you want to remain credible, relevant and in contact with your target group. “After years of overload of commercial content, users need a different, more human and authentic sound,” says Head of Social, Digital and Innovation, Chéline Ruhof-de Vries. According to her, this need for authenticity is also reflected in the success of the app BeReal, which asks you at an unexpected moment to take an ‘honest’ photo with your back and front camera at the same time. “More platforms and users will adopt the BeReal feature in 2023,” predicts Ruhof-de Vries. The new social media app is already being used by 30 percent of young people in the Netherlands and Instagram is currently working on its own variant, called IG Candid. “A name that, as far as I’m concerned, refers to what BeReal’s approach also offers, namely candid camera fun,” says Ruhof-de Vries. “After all, we all look for entertainment and distraction as soon as we open our social media apps.”