Community Uses Text Messaging to Connect Celebrities with Fans
Laura McQuarrie — January 7, 2020 — Pop Culture
References: community & fastcompany
Communicating with social media followers can be a challenge, especially as users are easily drowned out by the noise of other accounts, or find themselves at the mercy of a platform's algorithm—but an all-new conversation platform called Community hopes to change the way people engage with one another. Community is a text-based management and communication tool for celebrities and artists who want to engage more directly with fans than social media typically permits.
Across the entertainment industry, celebrities have been giving out phone numbers so that fans can keep in touch with them directly. This way of transparently, authentically and intimately reaching fans calls for less curation and content creation and offers a way for people to interact away from the prying eyes of the public.
According to Community, "Text messages have ridiculously high open rates (like 90%-of-them-read-within-three-seconds high)," which offers even more value than a newsletter list.
Across the entertainment industry, celebrities have been giving out phone numbers so that fans can keep in touch with them directly. This way of transparently, authentically and intimately reaching fans calls for less curation and content creation and offers a way for people to interact away from the prying eyes of the public.
According to Community, "Text messages have ridiculously high open rates (like 90%-of-them-read-within-three-seconds high)," which offers even more value than a newsletter list.
Trend Themes
1. Direct Fan Engagement - Disruptive innovation opportunity: Developing mobile-first conversation platforms that allow direct and intimate communication between celebrities/artists and their fans, bypassing the limitations of social media algorithms.
2. Text-based Communication - Disruptive innovation opportunity: Creating text messaging platforms for celebrities and artists to communicate with their fans, leveraging high open rates and immediate engagement.
3. Transparent and Authentic Connections - Disruptive innovation opportunity: Building platforms that enable celebrities and artists to establish transparent and authentic connections with their fans, fostering a sense of intimacy and exclusivity.
Industry Implications
1. Entertainment - Disruptive innovation opportunity: Revolutionizing how celebrities and artists engage with fans, providing them with tools to deliver personalized content and build loyal fan communities.
2. Technology - Disruptive innovation opportunity: Developing mobile-first communication tools that utilize text messaging for various industries, enabling more direct and engaging interactions with their target audience.
3. Marketing - Disruptive innovation opportunity: Creating platforms that allow brands to connect with their customers through text messaging, bypassing the clutter of social media and building stronger relationships.
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