MojoFest Day 2: Intimacy


MojoFest Day 2 was all about intimacy. The internet leaves us feeling both constantly connected but also disconnected, alone. The beauty of mojo is the immediacy, the way it helps establish relationships with viewers.

After a rather late night / early morning at a silent disco…

I started my Mojo day a bit later, with the Vlogging and Influencer Marketing session.

Vlogging is somewhere between classic mojo and Facebook / Periscope Live: it’s a bit more vulnerable than just being behind the camera, but it’s also about sharing expertise, imparting a bit of wisdom.

It feels like an indoor pursuit; a friend who’s come round and learnt a thing or two at a makeup counter, and now she’s going to try contouring cheekbones onto you.

On the other hand, Instagram’s newsfeed is about projection, giving a sense of the person’s life, the prettiest edited highlights.

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Instagram Stories are something else entirely. They’re a peek behind the curtain, the making-of, the outtakes. They’re a real-time diary, and viewers will be revealing their interest to you. You’ll know who your fans are when you Story regularly.

It’s intimate. It’s a more ‘real’ version of your life, and, in return, you can see who keeps faithfully clicking through e v e r y  s i n g l e  e p i s o d e. You’re so close you can feel each other’s breath. Kind of.

It was really nice to reminisce about the early days of the ‘gram.

Instagram was accused of stealing Snapchat’s Stories idea back in the day, but no one really talks about that now. It’s like saying that every car copies Ford, the Insta side of the Insta vs Snap panel suggested.

It’s good to know that someone’s tested the medium to its limit.

Agreed. By 2016, Insta was mainly just beautiful, perfect influencers doing rich people things.

Stories made them seem real, human, close by.

Stories brought intimacy, while Insta still got to keep the shiny veneer of the Newsfeed pix.

Snapchat still has a purpose – and the filters keep small relatives entertained – but its distribution is not great.

I love how users have invented their own workflow, creating content in Snapchat, then actually displaying it on Twitter or Insta. Less often, Facebook, Bebo…

Here is an example:

Then I spent the afternoon mainly in Victoria Grech’s marketing workshop.

As someone who’s just gone freelance, it was great timing.

Now that’s intimacy. She also suggests that the personal touch matters – asking your customer base, or ‘tribe’ makes them feel cared for, reaching out to them with niche content just for them (hello chatbots) will make them feel loved.


Okay! That seems better. Against a backdrop of constant change, we have to be in a continuing conversation with our customers / tribes / audience.

That doesn’t sound too hard does it?

Now, I’ve got to be off to Galway’s Latin Quarter, where there’s a pub crawl I need to attend…


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I like the comma in American headlines, I think England needs it.

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