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THE BIGNESS OF SMALLNESSMAKING AN IMPACT WITH INCREASINGLY SHORT TEEN ATTENTION SPANS
SPEED OF CULTURE
AVERAGE TEEN ATTENTION SPAN
accelerating
getting shorter
STANDING OUT
FITTING IN
TEENS HAVE TWO COMPETING AND SEEMINGLY MUTUALLY-EXCLUSIVE MOTIVATIONS
A SHORT HISTORY
OF SMALL CONTENT
liberally borrowed from WIRED Issue 15.03
15,000BC | CAVE PAINTINGS
1895 | COMICS
1934 | BUMPER STICKERS
1950’s | DECORATED T-SHIRTS
1981 | MTV / MUSIC VIDEOS
1989 | AMERICAʼS FUNNIEST HOME VIDEOS
1992 | FIRST TEXT MESSAGE
1995 | .MP3ʼs
2005 | YOUTUBE
2006 | FACEBOOK
2006 | TWITTER
2007 | TUMBLR
MEANWHILE, BACK ON THE COUCH...
DRAMATIC INCREASE IN PERSONAL MEDIA SURFACES
DEVICE OVERLOAD
MEDIA CONSUMPTION THEN MEDIA CONSUMPTION NOW
MORE STUFF,
IN SMALLER PIECES,
SERVED QUICKER,
ON MORE SCREENS,
TO MORE PEOPLE AT ONCE.
EVERYONE IS A CREATOR
WITH SUCH AN APPETITE FOR CONTENT,EVERYTHING BECOMES CONTENT
THE DEMOCRATIZATION OF CREATION
The Primordial Soup
THE DEMOCRATIZATION OF CREATION
The Template Approach
THE DEMOCRATIZATION OF CREATION
Facebook has created an army of creators
FOCUSSED ON THE FEED
THE RISE OF THE FEED
The Beginnings of the Feed
THE RISE OF THE FEED
A Simpler Feed
THE RISE OF THE FEED
Context-free Consumption
SPEAKING IN SHORT-HAND
THE NEW LANGUAGE
TXTSPK
THE NEW LANGUAGE
The colossal in-joke
THE EVER DECREASING LIFE SPAN OF A MEME
SHORTLIVE THE MEME!
The KONY Problem
THE NEW ATTENTION SPAN
Chocolate Rain vs “What People Think I Do”
LONGER ISN’T BETTER
David After Dentist vs Chuck Testa
THE RISE OF THE CULTURAL DISTILLER
THE RISE OF THE UBER-FEED
I Donʼt Have Time For This!
WHAT DOES THIS MEAN FOR BRANDS?
DON’T JUST BORROW THE VISUAL LANGUAGE OF THE INTERNET.
EMBRACE ITS SPIRIT. NOT JUST ITS STARS.
KNOW HOW CONTENT
IS CONSUMED AND
GO WITH THE FLOW.
OLD SPICE ANSWER MACHINE
Make remixing easy
COKE SITELETS
Understand Content ADD
MOST INTERESTING MAN IN THE WORLD
Know when to step back
COLBERT WHEAT THINS SPONSORTUNITY
Know when to step in
• RE-CONSIDER THE MODEL FOR CONTENT CREATION
• MOVE QUICKLY AND MAKE LOTS OF SMALL BETS
• LISTEN FIRST AND PARTICIPATE SECOND
• GIVE THEM THE KEYS ONCE IN A WHILE
IN SHORT...
(thank you very much)
KTHNXBI
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