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