October 14, 2024
You’re scrolling through Instagram or TikTok, casually catching up on the latest trends. Amid the flurry of sponsored posts, influencer shout-outs, and carefully curated content, something catches your eye. But instead of sharing it publicly, you hit that little icon and send it directly to your best mate in a DM. Because let’s be real—some things are just better shared in private.
Welcome to 2024, where the world of social media is undergoing a not-so-secret transformation. It’s no longer about posting for the masses—it’s about sliding into your friend’s DMs with that perfect meme or can’t-miss sale. And for brands, this shift towards private messaging presents a golden opportunity to connect on a more personal (and dare we say, fun) level. So, how can your brand get in on the action? Let’s break it down.
Public Posts Are So 2020
Social feeds are noisier than ever before. Between the ads, influencer partnerships, and everything in between, it’s hard to stand out. That’s why users are taking the party to private spaces like Instagram DMs and TikTok’s messaging features. In fact, Instagram head honcho Adam Mosseri himself said that the platform’s biggest growth has been in Stories and DMs. Why? Because people want to connect in smaller, more personal spaces where they’re not just another face in the feed. But this doesn’t mean social media is dead—it just means it’s changing. People still want to engage. They just want to do it where it feels more authentic and intimate. It’s less “look at me” and more “let’s have a chat.”
Make Your Content DM-Worthy
So, how can your brand create content that’s not only worthy of a double tap but also shareable in private chats? The key is to craft experiences that people can’t help but share. Whether it’s a laugh-out-loud meme, a “Did you see this?” moment, or a cheeky discount code, the goal is to make your audience feel like they’ve stumbled upon something exclusive. Remember, content that feels personal is more likely to get passed along in DMs. When users share your content privately, it’s like the ultimate word-of-mouth recommendation. It’s the digital equivalent of whispering a juicy secret to a friend at the pub. And we all know—those whispers travel far.
Tap Into FOMO and Exclusivity
There’s something irresistible about being in the know, right? It’s the thrill of snagging an invite to the cool kids’ table. Brands can tap into this feeling by offering exclusive content that begs to be shared privately. Maybe it’s a sneak peek at a new product, a limited-time offer, or behind-the-scenes footage that only a select few get to see. When users feel like they’re part of an exclusive club, they’re more likely to spread the word… quietly, of course.
The New Gold Standard
Today’s social media users are savvy. They’re looking for authenticity, not just another polished ad. And with rising privacy concerns, more people are opting to share content in private spaces where they feel in control. For brands, this means the days of broadcasting generic messages to the masses are over. It’s time to speak directly to your audience—like you’re having a one-on-one conversation. But there’s a catch. Messaging privately doesn’t mean going “corporate beige.” You can (and should) bring your brand’s personality into these private interactions. Whether it’s a side-splitting joke or a playful GIF, the more your DMs feel like a real conversation, the better.
What’s In It for Brands?
Sure, creating content for private sharing sounds nice, but what’s the return on investment? Glad you asked. According to stats, 66% of consumers feel more confident making a purchase when they can communicate directly with a brand through messaging apps. That means your DMs aren’t just a place for chit-chat—they’re a prime spot for closing deals and building customer loyalty. Plus, when your content gets shared privately, it has the potential to reach new audiences in a more organic way. It’s like a digital ripple effect—one DM leads to another, and before you know it, your brand is the hot topic in group chats everywhere.
So, How Do You Start?
If you’re ready to start sliding into DMs with style, here are a few quick tips to get you started:
- Create Shareable Moments: Think memes, exclusive offers, or interactive content like quizzes—anything that sparks a conversation.
- Leverage Stories: Use Instagram Stories or TikTok teasers to hint at content that can only be shared via DMs (like a secret discount).
- Be Playful: Remember, DMs are more personal, so let your brand’s personality shine. Keep it light, keep it fun.
- Respond Quickly: When users reach out, reply promptly. Nobody likes being ghosted, especially in a DM.
With 2025 just around the corner, private messaging is the new public post. This is where real conversations are happening, and it’s where brands need to be. By creating content that’s shareable, personal, and authentic, you can ensure that your brand is part of the conversation—even if it’s happening behind closed doors. So, go ahead, craft that meme, share that exclusive offer, tell that inside joke, and slide into those DMs. Your audience—and your brand—will thank you for it.