Understanding the language of the platform – Part 2

Published on December 21, 2022

Instagram and Tik Tok are two platforms whose key pieces are no longer the terrain where they move, but even more abstract elements: aesthetics and time.

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In the last blog we talked about Facebook and Twitter; two platforms that introduced us to the digitization of many socioeconomic aspects. They have changed the way advertising and marketing are done and we will highlight the contemporary role these platforms play.

We talked about the importance of corporate communication in a general way, as well as the boundaries along which this same discipline runs in companies: organizational, public relations and digital. Now it’s the turn of Instagram and Tik Tok; two of the “leading” platforms of the moment and whose key pieces are no longer the terrain where they move, but even more abstract elements: aesthetics and time.

Instagram

Images are of vital importance due to their aesthetic content and how they are consumed by users represents time. What Snapchat couldn’t achieve at its highest peak, Instagram took it and revolutionized it.

These platforms allow moments to be stored in images and to observe in real time and immediately what each of the users is doing in their day to day. This means closing the connection limitations between individuals in order to have a positioning window for huge cultural products.

The best formula for Instagram to be a springboard for media success in an organization is based on good content. With excellent aesthetic composition, clear information about what is done or offered, plus the interaction that exists between the brand and its followers in real time.

That is the main element of Instagram: the aestheticization of culture and information. The result of this guarantees, marketing-wise, audience, sales and positioning.

TikTok

This platform of Chinese origin came to break with everything that was known in terms of social networks, by combining elements of aesthetics, time and information. This sometimes causes the digital consumption of users to be compressed, accelerating it even more and taking it to an almost frantic pace, which does not seem to have a break.

The advantage that this represents lies in the information that structures each content within the platform based on the most popular trends. This is in addition to the analysis of the existing harmony between the values that make up a company or institution and the trends. In this way, it is possible to have a better notion of what content to make, be it dissemination, trend monitoring or a proposal.

Undoubtedly thanks to these factors, TikTok has become a kind of digital newscast with its own style, celebrities, jingles and advertising broadcast.

In conclusion, we can observe what makes these platforms unique, the same ones that share a floor: the digital vanguard in communication. On the other hand, it should be noted that with the passing of time, what they are characterized by turns out to be based on increasingly abstract concepts.

However, this abstraction can be understood by the very thing that gave life to its peculiarity: the human factor. It is thanks to this that the key can be obtained on how to be able to digest their language and move in them.

At X eleva Group we are enthusiastic about the analysis of each of the digital phenomena, as we know that behind each of these virtual structures there is a fundamental element that gives them life and endows them with genius: the human factor.

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