While speaking at Digital Summit Minneapolis 2016 earlier this week. I got the chance to sit on Brad Spychalski’s talk on crafting great content and how the team at Pinterest does it. He says his team looks at Values + Interests + Insights to build content for themselves and some of the big brands like Ziplock and Coca Cola that they work with on their platform.
What makes your brand stand out? What’s your unique selling point? Values come down to how you see the world and what you can offer your potential customers that the competitors can’t. A lot of brands are trading on experiences right now but that experience has to be unique and fit into people’s lives.
The 5 areas that interests break down into are Hobby, Vocation, Preference, Project and Passion. When you take you values as a brand and start to map them over your interests. You start to see some potential content ideas bubble up to the service. If we were lego we might have some of the following down:
Google has someone use multiple emails & profiles and has no way to connect them all together. I know Google often plays the long game but even from a short term point of view, I feel this is starting to hurt than help them. If Google doesn’t know all my profiles then how can they get a better understanding of who my whole self is online and what I like or don’t like for that matter.
Since late last year and as we just hit YouTube’s 10th birthday yesterday. Everyone seems to be talking about Facebookhitting4 billion video views. These same people think that Facebook is killing it on video and stealing YouTube’s crown. However, I’m not so sure about that for three reasons:
Organic Search When I start a search at Google or even Bing, I don’t see videos on Facebook come up as a search result. Whether I search for shows, movie trailers or clips from a TV show….this is a problem for Facebook because teens still love YouTube.
No one likes them and yet Facebook seems hell bent on forcing videos down our throat. Until Facebook breaks out autoplay VS “click to watch” videos, we may never know how interested people are in our videos. The only thing worse is autoplay music on sites.
Fake Accounts If 5-11% of accounts are fake on Facebook. How many of those accounts are repeatedly playing videos to appear like a real account. We already know click farms are huge on Facebook and fake liking groups. Wouldn’t this be the next logical step?
Don’t get me wrong, Facebook is doing well in video because they are realigning the company into mobile, which is a huge way that many people watch video. However, until the above changes, I don’t see Facebook being king of video. Someone will take YouTube’s crown one day but that day hasn’t happened yet.
Over the last 24 hours since Amazon (& CEO Jeff Bezos) launched their Fire Phone, a lot has beensaid by the media. I’m no analyst nor do I spend a lot of time shopping at Amazon because their stock levels in Canada have never reached the volumes we see in the UK or US, which are huge market for them. So in reality I don’t think I’m their target market.
However, I believe the Fire Phone will succeed, despite what some of my industry colleagues think. The Fire Phone isn’t simply a Facebook play made by Amazon. It’s more akin to Apple’s iPhone or Google’s Nexus because of trust. Jeff Bezos has put customers at the centre of all decisions that Amazon makes even when that goes against what the data tells you to do.