Content – Then, Now & Tomorrow - Danish Pervez, Bfound
We broke our TV. We moved longer content to YouTube and streaming platforms. We moved shorter content to Facebook, Instagram, Snapchat and TikTok. The size of the screen changed, but we still consume content for entertainment and the people running ads still want to make money. Content is the lifeblood of digital marketing and content quality can make or break a brand. Platforms like TikTok, Snapchat and Instagram have become content sandboxes where content is evolving at lightspeed. If you’ve been playing in this playground and trying to swing higher, here are a few things we’ve learned from working with over 3000 businesses over the last 7 years. 1. Bubblegum Content: Producing quality content is a challenge we struggle with every day. I like to call today’s content, Bubblegum Content. The packaging is flashy, looks fancy, tastes great, but it’s all over after 5 minutes and the only way to get that Dopamine rush again is to pop another gum. Quantity, is giving quality a tough time – as our audience gets hungrier and impatient. We don’t mean to say that it is ok to compromise on quality. Most of us fell in love with Netflix because we could binge watch entire seasons without having to wait a week for the next episode. But that doesn’t mean we resorted to watching garbage. We still want quality. But we’re ok with smaller content, that doesn’t necessarily have to be entirely original or deep. 2. Understanding Today’s Content As content producers do their best to understand and engineer better content – to appeal to their target audience, it is important to understand how we got here. This is a journey that began well before the internet was created. And this journey begins with improvisational Sketch Comedy TV shows. What started off well before shows like Monty Python’s Flying Circus, continued to run with shows like Key & Peele, Whose Line Is It Anyway, Robot Chicken, Saturday Night Live. 3. What Next? You’re thinking it already. And you’re right. Thanks to AI, we’re knocking on the door of a new dimension where the possibilities are infinite. And that is why we need to brace ourselves for the next step in the evolution of content. After all, we’re always merely one Henry Ford away from making a transition like we did when we moved from the horse to the automobile in 1908. The next step in content evolution will challenge and change everything we have been doing in the last 40 years. Yes, we’ve come a long way but, in many ways, we’re still sadly bound to our screens. The next step will allow us to break free - at least in part – of this limitation.
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Content – Then, Now & Tomorrow - Danish Pervez, Bfound
- 1. MASTER CLASS Danish Pervez SOCIAL MEDIA & CONTENT MANAGER BFOUND DUBAI, UAE ~ OCTOBER 10 - 11, 2023 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai Content – Then, Now & Tomorrow
- 2. CONTENT THEN, NOW & TOMORROW DANISH PERVEZ Head Of Content at
- 3. Once Upon A Time We watched TV We listened to the Radio We wrote letters
- 4. Now We scroll Social Media We listen to Spotify We send Snaps, Reels
- 6. The Journey 1990s • Static web pages • Early email & Bulletin Board Systems • Yahoo! and AltaVista Early 2000s • e-commerce websites • The Flash era • 4chan, MySpace and Friendster
- 7. The Journey Mid 2000s • User Generated Content • YouTube • Facebook & Twitter • Reddit Late 2000s • Netflix, Hulu, etc. • Mobile content and app stores • Location-based services Foursquare
- 8. The Journey 2010s • Smartphones and mobile-centric content • Netflix, Spotify • Instagram, Vine, TikTok 2020s • e-commerce and online shopping • Virtual reality & Augmented reality • Privacy and data security • Even more Streaming Services • AI
- 9. Pop Quiz! When was the Facebook Ads Manager launched? 2001 2005 2007 2010
- 10. Pop Quiz! When was the Facebook Ads Manager launched? 2001 2005 2007 2010
- 11. Today’s Content
- 12. Today’s Content: Bubblegum Content Fast Flashy Often Loud Easy To Love Easy To Hate Shareable Impulsive
- 13. Bubblegum Content Consumption Cycle Looks Nice Feels Nice I'll Eat It Gone Off Feels Weird Throw It Get More 3-6 Seconds
- 14. So, If You Had 3 Wishes?
- 15. Most Probably Make me go viral! Give me followers and likes! First position on Google, forever!
- 16. What You Should’ve Wished For Give me immunity from Google updates Let me reach more followers Let my content bring me conversions
- 18. Before These…
- 19. …This Is Where It All Began
- 20. Today’s Content: Bubblegum Content Fast Flashy Often Loud Easy To Love Easy To Hate Shareable Impulsive Short and sweet Quantity almost beats Quality Raw Appeals to the majority No such thing as bad publicity Human and approachable Real-time Relevance
- 22. Goes Without Saying Start and end with Storytelling Don’t forget your business objective Audience research and trends analysis Cross-generational Fun and true
- 23. The Long Road Home Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 24. Social Media Posts Blog Articles Influencer Marketing Search Engine Visibility Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 25. Email Marketing Social Media Content Webinars / Live Events Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 26. Product Videos User Reviews Guides Retargeting Ads Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 27. Product Demos Personalized Emails Chatbots / Customer Support Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 28. Checkout Process Payment Confirmation Order Tracking Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 29. Thank You Emails Customer Reviews Loyalty Programs Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 30. User Generated Content Referral Programs Social Sharing Awareness Interest Consideration Intent Purchase Post Purchase Advocacy
- 31. The Future
- 32. We’ve Hit A Wall! “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.” Bill Gates
- 33. The Answer: AI Technology is finally catching up The next stage in Social Media monetization AI is ready to power AR & VR
- 34. Thank You