Finding You - That's The Differentiator
May 3, 2016
There are 7.4B people in the world.
There are 3.35B people with Internet access.
There are 1.65B people on Facebook.
Mark Zuckerberg is king.
Other notable Zuckerberg owned apps:
400M on Instagram each month
900M on Messenger each month
1B on What'sApp each month
Zuckerberg owns the Internet, basically.
He shared that data last week during his quarterly earnings call.
And while those stats are impressive, what was really interesting is the user data Zuckerberg released.
He mentioned people spend an average of 50+ minutes per day toggling Facebook, Messenger, and Instagram (and that number continues to grow).
He also said users typically miss 70% of all content trying to get through our News Feeds.
And that's a good thing to Zuckerberg.
His job is to ensure our experience on his platforms keep us coming back for more.
Weed out the common - let only the share-worthy content through.
So if you're serious about wanting to be that "elite 30% content" that gets the eyeballs - listen closely when the social CEO's speak. They give us the map to where consumer behavior and social is going.
During investor calls last week, video was a main theme from Zuckerberg, and Twitter CEO, Jack Dorsey.
Zuckerberg said, "People are sharing and creating three times as much more video on Facebook year-over-year, and they're watching 40% more video on Instagram in the last six months."
Dorsey talked about live video; Twitter integrating Periscope in the live streaming aspect of their deal with airing NFL games.
He also spoke on getting traction, if users and advertisers want results, "Tweet with video. Video. Video. Video."
It's been a part of many brands' content strategy for some time.
But how we used video in the past is far from what's required today.
For example, Facebook's auto-play changed the video consumption game. We no longer judge a video by length but by its first five seconds.
And while the key to video is making us feel something that resonates enough to trigger our natural reaction to share - it starts with those first few seconds.
So the question is - what works?
Perhaps WCBS-FM/New York icon Broadway Bill Lee has the answer.
Watch how he pulls us into his live, on-air breaks.
How can you not want to tune in and listen to his show after watching him on video?
You could watch these all day. He's having fun - something we often forget to do in radio.
But mostly his videos elevate the essence of who he is and how he makes people feel.
And that's your answer to "what works?"
Channeling what separates you from the pack.
And once you do that, your videos begin to pinball people off social, onto the airwaves - back and forth.
People pay attention to what you throw out there socially.
Substandard content is as erosive as bad breaks. The more mediocre we are, the more complacent our audience becomes with us.
But the more alive we are - the more revved up fans get. Just as you see with Broadway Bill Lee and how his audience responds to his videos.
Throw yourself out there and make people feel something.
And always ask:
"Is this video part of the "common 70%?" or part of the "elite 30%" that must be seen?"
(By the way, Broadway Bill Lee, I'm secretly waiting for you to find a way to get your SVP/Programming, Jim Ryan, in one of your videos. Just saying...)
Reach out to me anytime on Twitter @lorilewis.
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