The Good Egg | Creative. Influencer. Social.’s Post

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Patreon’s CEO, Jack Conte, gave this amazing talk at SXSW that everyone in Content Marketing should watch: https://lnkd.in/eibAtbF7 In it he talks about the shift we’re all experiencing right now from an internet of communities to an aggressive attention economy. I think there are lessons in here for anyone hoping to build a business online - whether you’re a creator, a content marketer, or simply a business owner trying to carve out a niche. Like Jack, I believe that the Follow is a profound and significant part of internet culture and the last 20 years have had a massive impact on the creative class and our ability to make a living from our work. And like Jack, I’m afraid of losing it. TikTok ushered in a new attention economy entirely powered by algorithmic discovery. It’s amazing for reach but it has been HORRIBLE for community building and monetization. However - new platforms are emerging and creating stronger and more resilient business models for creatives of all types. Platforms like Patreon , Substack , Gumroad , and Kajabi are trying to make it easier to build a community of “true fans” around creators and build that essential (and monetizable) connective tissue back into the internet. Whether you’re a marketer, writer, video creator, musician, or entrepreneur— you should pay attention to this shift.

I love it when the best marketing advice doesn't necessarily come explicitly from marketers. I'm sure this SXSW keynote from Jack Conte hit your feed a few months back, but it's worth a rewatch. His advice couldn't be more inspiring for marketers, not just content creators. In short, he tells content creators to... 1) Stop focusing on creating reach and following, but instead focus on your true fans (for marketers, be hyper-focused on your true fans, stop marketing to the masses... it's amazing how often this is forgotten by leadership) 2) Don't wait for tech companies to change so you can build your community, move to the new tools (Discord, Fourthwall, Kajabi are enabling a new dimension for creators and brands need to think more like these trailblazers and less like the same snarky tone of voice that we see on all socials). 3) Make for yourself (creating something amazing for a smaller audience can be just as - or more - profitable than being a crappy hot dog stand under the Eiffel Tower... need to listen to get this metaphor) 4) Know what you want. He says that creators want to create meaning. Brands should aspire to do this as well. Yes, we need to build a business as well (but... so do creators!). He never once says "marketing" but I'd submit this as one of the best marketing speeches given yet this year. https://lnkd.in/eKxwy4Y7

“Don't let somebody else tell you what you want" - I really like how Jack Conte breaks down the idea of ‘For You’ pages and what this means for the way we both consume and create content - and it’s well worth a watch! Mapping phases of the web and how we’ve come to this position where ‘Following’ feels increasingly less important, the talk outlines how we’re trying to adhere to algorithms and creating content which feels discoverable, instead of authentic and true to how people really want to create. Takeaways for creatives on how to ride out the age of discovery over subscription: ♐️ “It's about depth, it's about quality of interaction” - find the small portion of your following who believe in what you do, and create what will resonate with them ♐️ Resist the temptation to create solely for the algorithm, focus on making what resonates with your authentic creative vision ♐️ Know what you want, not what ‘they’ want - prioritise purpose over metrics A lot of this might seem counter-intuitive for growth marketing strategies, but they’re the best for longevity and building a strong brand identity that your True Fans' will reward you for. I'd be interested to know how other people find the rise of discovery-focused platforms? #creativestrategy #socialmedia

How to take a generic, overcooked insight - food brings people together - and turn it into something memorable; unrestricted creativity and humour. In any world, particularly one that can feel oh so serious, these two factors can always stand out when done well. But so often get overlooked. I could practically smell that lamb on the barbie...and I'm a South African. #branding #advertising #insight #marketing

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Outlook'24 by ADWEEK is a couple of hours away. Still, they have already released the Digital package (https://lnkd.in/dB46wW6G) - short articles and videos from their newsroom - with a sneak peek of 2024 predictions for Creativity, Marketing, Meda+Tech, Agencies, and Sustainability. In short, what should we expect: #creativity - Creativity remains valuable to businesses, yet the creative thinkers within them are facing a perfect storm of economic and motivational pressures. As a result, there's a risk of creatives burning out (46%) or dropping out of the industry(51%). - Agencies are preparing to compete for young creative talents by nurturing them individually and giving projects that get them heard in culture. #marketing   - Do not expect advertising to produce immediate financial results anymore, as now it faces challenges like a fractious social climate and the mixed blessings of AI. CMOs should focus on building lasting relationships with customers. - The combination of AI development and the US election will make 2024 very "noisy" and full of misinformation. It's going to create a further erosion of trust. How are brands going to build trust? Maybe, by increasing their investment in social responsibility campaigns. - Interesting stats I want to learn more about: in 2022 close to half of Americans believed that brands should take a position on social issues. Now it's 41%.

🌐 It’s never too late to dive into 2023’s global buzz. Our blog takes you on a journey through the top read stories in our network! Don't miss out on the year's most engaging stories, with insights on: 📰 Political Developments ✨ Celebrity Happenings 🖥️ Technology & Economic News Read up here and get prepped for 2024: https://ow.ly/i7YH50QlyyH #YearInReview #Entertainment #TechTrends #MarketingInsights #Publishing #2023Trends #EconomicInsights

I'm getting a feeling that 2024 is going to be The Year of Attention. There is a strong "pay attention to what pay attention to" sentiment to start the year from smart folks like Brandon Stanton, Catherine Price, Oliver Burkeman and Ann Handley. My additional take for marketers and creators - pay attention to what you want others to pay attention to. https://lnkd.in/gb4avUdH #marketing #creatoreconomy #attentioneconomy #attention #contentmarketing #contentcreation #contentstrategy

ALGOBLIVION I stumbled across this thought-provoking video last night and thought I’d share it. There’s some interesting stuff in here with regards to where the internet goes next and along with it, our social audiences, as well as a snapshot of how we got to where we are now. Patreon CEO and advocate for alternative online spaces, Jack Conte highlights: ↳  How current internet algorithms are undermining creators' ability to connect with their audience, jeopardising their creative autonomy and income. ↳  How the internet initially democratised creative distribution, allowing creators to reach millions through platforms like YouTube with the introduction of the "subscribe" button; empowering creators to build loyal followings and sustain their creative businesses. ↳  How algorithm driven platforms have now disrupted this model, making it difficult for creators to engage with their audience whilst stifling creativity and hindering creators' financial stability. What will come next and allow us a breather from fighting the beast that is the algorithm? #SocialMedia #algortithm #web3 #audience