The Death of the Open Feed and the Rise of the Campfire
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The Death of the Open Feed and the Rise of the Campfire
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概要
The open feed is dead to Gen Z.
They view legacy platforms like Instagram and TikTok as the "vast everybody else." They see landscapes cluttered with ads and algorithms that serve the platform rather than the user.
They are fleeing to closed gardens. They are seeking intimacy. They are rewriting the rules of engagement.
This episode breaks down the recent report from Tumblr and Archrival and what it means for restaurant brand leaders.
We explore why high production value signals an advertisement to a Gen Z brain. We discuss the power of the "Insider" archetype over the paid influencer. We look at how digital tools must drive physical connection.
You have to stop treating digital channels as billboards. You have to start treating them as campfires.
Grab the second edition of Mass Behaving to go deeper into the psychology of belonging: https://www.bullhearted.co/mass-behaving-branding-archetypes-book