Traditional Media (paid, owner & earned) are blending with shared/social media.
We’re moving to unification - away from silos of SEO, PR, Social, Media
Social Media is changing traditional media from “create then consume” to “create & evolve”
Social media brings participants to traditional media (not just readers)
The Audience is the brand. They care about exposure (likes) too.
When we share context, we share to relevance/preference (less is more)
Everything is becoming playable and embeddable.
Media is becoming: granular, reusable, combinable, spreadable.
The audience is not just listening any more...they are participating
Neither. It’s becoming long tail. Personalized. Relevant.
Content is becoming larger, attention is being divided into smaller nichés.
Today social is a small bubble, but don’t forget the 1:9:90. 90% are lurking.
Your community are your filter. The big question is how to make your content matter to them
With so much media (larger), impressions metrics are becoming devalued (smaller)
Social powers more smaller ponds. More content does not mean more eyeballs.
We believe in a shift to collective filtering. It’s happening now, but just less formally.
The only constant is attention - as media/channels expand proof of attention will become king
For some reason our species is drawn to numbered lists
Lists set expectations. Lists say “I’m skimmable”. Lists are great to share.
Lists are easy to contribute to. Everyone knows how to add!
Lists are spreadable media. Easy to embed or share
Collecting things makes us happy. Lists are human.
Lists are easy to share > Share a List, Share an item
Lists are a form of basic instinct.
We use lists to collect, organize and share our lives. Lists are simply a familiar / useful construct.
List posts account for 30% of content. Analytics drive people to produce more lists because lists work
We believe lists should be social - people want to contribute and express preferences
Lists are a simple way to collect ideas and aggregate opinion. We call it social curation.
Curation & automation are both big this year -> Human Curation vs Content /Sharing Automation
Media is evolving to be more granular and embeddable -> Listly and Medium are good examples
How & what we share is fast changing. We are both share producers & share consumers
People are getting more choosy how they spend their time. Attention is in short supply.
Creating true engagement is hard. there is no silver bullet.
Social is becoming anti social. Automation is too tempting.
