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What is the real value of a Like?

August 24, 2018

Picture via @lovewatts via @slimesunday

Then, what is the real value of a Like?

The value of a Like relies on how engaged the audience is, and how it generates an interaction that prevails on time. This is usually accomplished with ideas that connect with others, because, to put it in a simply way, people connect with people far way more than with objects.

But the real value of a Like is becoming more elusive in a digital world where there is no need to have a concrete project or reason whatsoever to gain online notoriety. What is really taken to make it on social media as an Influencer –or Key Opinion Leader (KOL) as they call them in the Chinese market–? Is it mandatory to be super pretty, have a perfect bikini body and be able to afford luxury brands in order to make yourself a space in the fierce competition of the influencer game? How to excited and engage an audience that is being constantly presented with all kind of contents possible?

Because I wish to throw some light on the subject, I would like to exit the abstract realm of Likes and land this with concrete examples of digital players that are bringing the content game one level up:

 

On Art

@mr.bacchus

Mr Bacchus is a digital art project created on Instagram by French model Christopher Michaut. It constantly features elaborated grid-themes on diverse masterpieces through time, also giving insightful information through the description. And what a better place to be based with a project like this than Paris? Definitely worth scrolling: Don’t be shy.

On Photography

@margaret__zhang

Even is some people consider Zhang as an Influencer, the Chinese-Australian born photographer describes her work days as “60% consulting. 30% photography, 10% styling and 0% being an Influencer”. Even if she wears some brands in her pictures, it’s her creative work for Dior, Louis Vuitton and Chanel, amongst other brands, that keep this multi-talented image creator busy, dividing her time between New York and Shanghai.

On Beauty

@isshehungry

When everyone gravitates to make-up to look ‘super cute’, why not be ‘super freak’? The eerie beauty of the Berlin-based make-up artist Hungry is absolutely fascinating for everyone who has a taste for an alienesque look. Her level of production is just out of this world, at the point where she has decided to label herself —although I feel she is the kind of person who doesn’t love labels— distorted drag. James Merry, one of the artists behind Björk’s album Utopia, was attracted by her work and her loyal 312k fans, and proposed her to do the make-up and pearling for the artist. The rest is history.

On Pop content

@love.watts 

This is for the ones who are just plain and tired of scrolling through pretty and perfectly edited pictures on their feed. From sarcastic pregnancy cartoons with an acid critic to society to ultra-naive and soft anime captures, you got it all at the tip of your finger. Paradise for those who cannot go to bed without a small-dose of bizarreness. All you need is unsettling and fascinating art.

 

 

But is Facebook was the new Google, Instagram the new Facebook and —some said Vero— the next Instagram, is it really worthy to spend so much time and budget on social media platforms?  

It is, at least if you want to stay relevant on the game. On a more global scale, it also depends on the audience you are interacting with —for instance, Weibo and WeChat are a must in the Chinese market—. Successful brands such as beauty New York based Glossier couldn’t have been possible without the close interaction that founder Emily Weiss had with her readers in her blog ‘Into the Gloss’ since 2010. Social media isn’t always a safe business game, but the numbers from those who are consistent to it speak for themselves.

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This article is the continuation of the ‘Analysing Social Media’ trilogy published previously. Take a look. 

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