Embracing 'Wu Wei' in Social Media.

With all due respect (and channeling my inner Ricky Bobby for a moment) "I'm saying this with all due respect," your approach to social media advertising might need a rethink.

It's not you . . . it's us.

Post-pandemic, consumer behavior has shifted dramatically, particularly regarding work-life balance. In the late 1800s, the call was '8 hours for work, 8 hours for rest, and 8 hours for what we will.' This sentiment has resurfaced in the 2020s with demands for remote work and a distinct separation between work and personal life. This shift extends beyond work; there's a growing desire among consumers to express their individuality and find value in things beyond their work output.

This concept reminds me of a famous Chinese fable known as "The Useless Tree," which comes from the writings of Zhuangzi, an influential Chinese philosopher who lived around the 4th century BCE during the Warring States period.

In this story, Zhuangzi talks about a large, gnarled tree which a woodcutter deems useless because its wood is so twisted and its branches so knotty that it cannot be cut into lumber or used for carpentry. Because of its perceived uselessness, the tree is able to live out its natural life without the fear of being cut down.

The story often includes a dream sequence where the tree appears to Zhuangzi (or the woodcutter, in some versions) in a dream to explain its perspective. The tree tells him that it has deliberately grown in such a way to be useless for commercial purposes, and this is actually its greatest strength, as it allows the tree to live a long, natural life.

The fable is typically interpreted as a Taoist critique of conventional notions of utility and value. It suggests that what society often deems worthless or useless may actually possess its own unique form of worth. It's a lesson in the Taoist principle of "wu wei," or non-action, and aligns with the Taoist view that naturalness and spontaneity are inherently valuable traits.

Relevance for our digital era.

This seemingly simple fable by Zhuangzi holds profound relevance for our digital era.

Firstly, let me be clear that this is just a concept not founded in the rigor of scientific research, but from the data I have seen (along with observational data) I am becoming more and more convinced that people are turning to social media for the '8 hours for me'. Regardless of what social media channel or type of content people consume, it seems to be replacing other forms of down-time (watching TV, reading, hobbies, etc.).

It's as if social media has become a refuge, a digital 'no person's land' where people seek to disconnect from the demands of their work life. It's become a vital channel for 'shutting off', embodying the Taoist principle of 'wu wei' - effortless action, where one engages in the world without disturbing its natural harmony.

The intrusion of advertising.

Advertisers have certainly noticed the trend in social media consumption! Social media advertising is becoming a larger piece of the media pie and many will tell you that it's the primary way to connect with otherwise disengaged consumers. That, I don't dispute. However, the behavioral economics of consumer engagement on social media is complex.

For many advertisers, their goal in social media advertising is to capture attention by being disruptive - to "jump off" the screen because consumers are bombarded by so many digital ads that messages get lost in viewing. I believe this to be true in digital advertising, but I'm not convinced this works in social media anymore. While disruptive advertising can capture attention, it often runs the risk of being a turn-off, especially when it intrudes into this concept that consumers are now turning to social media as a sanctuary of personal time.

Adapting to changing consumers.

The delicate balance between capturing attention and respecting the user's space is crucial. Here, the Taoist ideal of harmony and non-intrusion offers valuable guidance - being present without overwhelming, engaging without disrupting.

If consumers really are turning to social media as a way to disconnect (which seems weird to say) then delivering creative that resonates with this new mindset is vital. Regardless of how to achieve this resonance (via influencers, or generated content, etc.), it is important to recognize the power of storytelling and emotional connection. Drawing on Kevin Lane Keller's Brand Equity Model, particularly the concept of the brand resonance pyramid, we see that creating deep, emotional connections with consumers is key to building strong brand equity.

Narratives that resonate, that reflect shared values and experiences, can create a bond far stronger than any direct sales pitch. Storytelling in advertising, aligned with the principles of 'wu wei', becomes an art - subtly weaving the brand into the consumer's personal narrative.

Embracing the change.

As consumer engagement on social media evolves post-pandemic, so must our advertising strategies. If social media is now a means of personal disconnection and enjoyment, our ads should reflect this change. Less intrusive, more aligned with leisure and personal time - this could be the new formula for effectiveness.

At Havas Edge , we're embracing this strategic shift. We collaborate closely with our clients and their creative agencies, aligning content with this new consumer mindset. Our expertise in strategic media placement and understanding of consumer behavior post-pandemic uniquely positions us to guide this transition.