Fragmentation.
It’s one of the best phrase to explain right this moment’s panorama of leisure and knowledge consumption.
Two years in the past, user-generated content material accounted for 39% of time spent on social media, based on research from the Consumer Technology Association. Final yr, time spent watching online videos overtook tv for the primary time in historical past. And this yr, if you happen to suppose Netflix is the highest streaming platform, suppose once more. YouTube wins with 8.6% of streaming television consumption, surpassing Netflix’s 7.9% share.
All this fragmentation of content material consumption takes individuals out of shared media and cultural experiences and places them into echo chambers, which makes it powerful for new content experiences to interrupt by. Virtually each viral, well-liked, or culturally resonant breakout looks as if an accident — content material lightning in a bottle.
Profitable entrepreneurs observe the identical memo. They perceive fragmentation’s implications on paid promoting, search advertising, social media, and owned media.
So, how do you innovate on fragmented terrain?
The place do you focus that hard-earned advertising funds in a world the place reaching your customers feels a bit like taking part in Dungeons and Dragons? You already know, once you awake within the early morning among the many failed remnants of your opponents’ content material advertising campaigns. You’ve gotten content material to create. What do you do?
We took that query to Robert Rose, CMI’s chief technique advisor. Learn on or look ahead to his take:
See a full content material expertise like Progressive and Lenovo
During the last couple of months, I’ve talked rather a lot about transferring your content material experiences to the sting. In this article and a subsequent webinar, I mentioned the development in content material and advertising of delivering beneficial content material experiences of their entirety past your web site.
As a lot as I discovered it annoying, I stated it was the oxygen within the room. You’ve acquired to focus extra on designing the experiences in your “rented land properties.” That’s content material on the edges. It places elevated stress on making your owned media experiences much more beneficial, reminiscent of making that FAQ with the particular, you-can’t-get-it-anywhere-but-here content material.
This week, Digiday made that time in a dialogue on the fragmentation in advertising and media consumption: “Model entrepreneurs are more and more extra receptive to various promoting choices to achieve customers.”
Whereas Digiday refers to those choices as “non-traditional codecs,” them higher as content material advertising efforts.
The article references the Are We Turning into Our Mother and father? marketing campaign from Progressive.
Its fantastic fictional counselor, Dr. Rick (performed by Invoice Glass), has appeared as a guest on the Hot Ones, the favored YouTube sequence the place the hosts interview celebrities as they eat more and more spicy scorching wings.
Digiday additionally talks in regards to the Pop-Tarts Bowl, the faculty soccer bowl sport that originated final season and returns on Dec. 28, as an exquisite instance of a differentiated owned-media strategy.
I’d level to issues like Autodesk’s State of Design & Make report, which is a main focus within the firm’s go-to-market technique, and Lenovo’s Late Night I.T. sequence on YouTube as nice examples.
Construct larger worth once you swing for the fences
However again to the Digiday article. The kicker for me was two quotes from Evan Giordano, a strategist on the artistic and advert company Mom New York. “You may’t depend on promoting round a bit of tradition anymore and count on that anybody and everybody will see it,” he stated.
Eric adopted that up with the strategy to various codecs “is fairly liberating as a result of your artistic staff and your strategist must suppose like product individuals; they must conceptualize the skin of conventional codecs.”
Sure, that’s lengthy been the main target of how content material entrepreneurs can construct worth in right this moment’s world. I dedicate a module to considering like a product supervisor in my content material advertising technique class.
In any occasion, the center of those developments in various codecs includes doing fascinating, out-of-the-box experiences and delivering them on specifically designed platforms on the edges and your owned media.
Right here’s my query for you: As you propose for 2025, can you propose swing-for-the-fences, content-driven expertise merchandise? You may design them for YouTube, different social media, your owned media, or the entire above.
Take into consideration what you are able to do that goes past one other yr of incrementally getting another spot greater in search, reducing your price per lead by 5%, or testing 100 button shapes and colours to bump conversion charges by 2%.
These anticipated targets are vital, little doubt. However possibly in a world of fragmentation, you may attempt one thing that’s not so, nicely, piecemeal.
HANDPICKED RELATED CONTENT:
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
Source link
