1. The supremacy of the fan, the decline of the “community”

Yes, Facebook established the online communities as they are now and forced brands to adapt to an open conversation not with one or two consumers, but with hundreds, thousands, millions at once. But paradoxically, as the communities grew larger, the people gained more confidence in their own strength, understood that they are not alone and especially understood that each of them matters. They have the power of the Share button and use it fully.

  1. The race is online, but the start is offline

Yes, the battle for the attention of consumers is now for the most part fought online. But the start most often takes place offline, at the shelf, where the consumer asks the seller what kind of chocolate has the most natural ingredients or what car brand he – the seller himself – would buy. Or at the front office, when the client requests a suggestion for a financial product, or asks what kind of credit card is more suitable for his needs or how fast he can get an appointment with the dentist.

  1. Small gestures, big results

If we took a look at what stories spread through social networks last year, we would see that many are small stories of ordinary people – a beggar who in his turn donates what little he has got in a day, a passer-by who helps an old woman get on the bus, a young man who brings back home a child who had got lost, and so on. This is the news that reaches people’s hearts, that fuels their optimism and inspires them to hope for the better, and be themselves as close as possible to the ideal of the social good.

Good deeds multiply, and people also expect the brands to which they feel close to take their turn at charity work. Rewarding them with a shelf discount, freebies or an attractive prize is no longer enough; people want to see how, little by little, they have changed the world around for the better. Consumers’ expectations from brands are ever growing.

  1. Efficiency in 2015 = subtlety

The fact that advertising has transformed lately is no longer a secret to anyone, and Facebook, as usual, turned the communication paradigm change from reality into rule. The brand messages with a direct “call to action” for purchasing a product or clicking on a link no longer take the top spot in fans’ news feeds, thus forcing brand-consumer communication to enter into a game of subtleties, well planned and a little more honest.