Antti Sipilä // April 21 2018
Gravitation of interest
The unforced media company
The attention economy enables or forces – depending how you see it – everyone who wants to grow within a field of interest or a market to take part in the discussion and to become a daily content creator, a media experience online.
For an organisation it’s a big and scary challenge. Especially if they are starting late. So don’t.
Don’t start to execute what you seem to have to do, but start to execute what is coming next, so instead of starting late you’ll start first in your field.
Things are always changing, and before hiring a media team stop and see where the market is going. Social media platforms have been so far able to somehow prevent our feeds from saturating from the vast increase of content production from companies, experts and free-lancers fighting for attention. Platforms have only one way to have manage the quality in the barrage of content marketing: By adapting their systems as best as they can based on our interests, which they have learned from our user data on the platforms. That is what they are doing and are focused on. But in addition to the algorithms, human behaviour has changed.
Do you remember back in 2007 when you used to like every post of your friend or colleague in social media? Most of us aren’t doing that anymore. This is because we want to manage our time, public image and most importantly our mental resource to focus on things. Opening the wrong link in a social media is a mistake, which costs us a lot of cognitive resource, and we have learned not to do it. We still use the media outlets all the time to search for the golden nuggets – something that really interest us and can renew our thinking and something that we can share to take part in the discussion, to share value and to reliven our brand. It’s like a game and we are collectively becoming hungry for more value each time we open a social media platform on our device. In terms of the content market this means that the quality demand of you content has gone up.
You cannot post a video in example, and expect someone to watch through it if it doesn’t create interest in its original
- Visual style,
- Subject matter,
- Form ( story )
You need all four. So, just making content is futile. Don’t do it unless you can show genuine intention to create interest for a subject that you really believe has value.
We can see that people and the platforms have changed their behavior from getting your random clicks – which they are not getting anymore – to gravitating you toward interests. An interest can be a person, company or a debate connected to a group of users. It is a continuous source of content stemming from a core theme. Several themes are going on simultaneously. The platforms know our interest and offer content based on the data they have from us. They cross match data to show me what people that I am interested in have liked and experiment by serving content based on common interests. So there is your new goal.
Become a gravitational point of interest.
Become a scarce source of genuinely interesting stuff for your audience, no matter how small it is. It is first just a mindset change. Think about who you are and what is the interesting thing you really can do with that. Your most interesting gravitational point is in the core of you. Make content through that. Do it a couple of times and learn, and change, and learn and change. The only way to create genuine interest is to do it your way. If you can pull in one interested follower, even your colleague or a relative, you can get another. People recognise and trust pure tenacity. Remember, there are no random clicks available anymore, you need to create interest in actual people.
One more thing
The extra upside of striving to share your core and becoming a point of interest is that even if your audience is small, the few reactions you get can teach you a lot about your business. The feedback gives you insight of the perception of actual people about your essential ideas, and the way you communicate them. That is something you can use in creating more than just content, like a strategy or a product.