As an oversimplification, if brands spent the same amount of time on content but posted less often and invested in more thoughtful posts 1) the internet would be a better place 2) it would improve brand preference bc the content would (hopefully) be better
I agree, but I feel like the harder problem is that most brand teams are internally rewarded for raw output (rather than discernment). like impressions and engagements are all so much easier to measure than whether how thoughtful a post was. This isn’t even a contradiction because I think you’re right, but it’s a hard problem to solve.
This really got me thinking! Will need to listen to the podcast tmr after work. I’ve been thinking a lot recently on how we have to be disciplined in balancing our media consumption with creation. I think that it gets easier the more you create but in order to create you must consume. And vice versa. I also don’t think I can keep myself to the media consumption rules lol (I go through 12 movies in a month). I understand that quietness is good for creating but in a world that keeps turning at an exponential pace there’s a sense that you have to keep up. Tbh with content creation and the creator economy right now we might get to a point where that bubble may burst. There’s so much output from every brand, media enterprise, and people with platforms etc, there is need for some filtration or dispersement. Budgets (esp from brands bc that’s where the money is now from) can’t really keep up at this scale. Also I feel like it’s an ongoing discussion on how we curate taste but I find myself naturally attracted to things online that have effort or come from a pov that’s not really something I can pinpoint but I can tell. I feel like it’s no more “being the first to do something” but carving out something for yourself where niche and taste intersect.
Your last point really resonates, and I agree that originality might matter less than specificity. If there really is nothing new under the sun, then the differentiator isn’t necessarily ‘being first’ — it’s having a POV that’s specific enough to create a “uniquely-you” combination of ideas.
I think the tipping point between brand memes being an in joke and being "hello fellow kids" is the space the brand occupies, if a brand has ownership over a certain space or regard in a subculture it has more buy-in from an audience when it wants to make memes than the generic "brand commenting on something viral and unrelated to them" trope
As an oversimplification, if brands spent the same amount of time on content but posted less often and invested in more thoughtful posts 1) the internet would be a better place 2) it would improve brand preference bc the content would (hopefully) be better
I agree, but I feel like the harder problem is that most brand teams are internally rewarded for raw output (rather than discernment). like impressions and engagements are all so much easier to measure than whether how thoughtful a post was. This isn’t even a contradiction because I think you’re right, but it’s a hard problem to solve.
agree with this and would love more teams to get out of this mindset!
This really got me thinking! Will need to listen to the podcast tmr after work. I’ve been thinking a lot recently on how we have to be disciplined in balancing our media consumption with creation. I think that it gets easier the more you create but in order to create you must consume. And vice versa. I also don’t think I can keep myself to the media consumption rules lol (I go through 12 movies in a month). I understand that quietness is good for creating but in a world that keeps turning at an exponential pace there’s a sense that you have to keep up. Tbh with content creation and the creator economy right now we might get to a point where that bubble may burst. There’s so much output from every brand, media enterprise, and people with platforms etc, there is need for some filtration or dispersement. Budgets (esp from brands bc that’s where the money is now from) can’t really keep up at this scale. Also I feel like it’s an ongoing discussion on how we curate taste but I find myself naturally attracted to things online that have effort or come from a pov that’s not really something I can pinpoint but I can tell. I feel like it’s no more “being the first to do something” but carving out something for yourself where niche and taste intersect.
i agree! and same with the amount of movies lol.
Your last point really resonates, and I agree that originality might matter less than specificity. If there really is nothing new under the sun, then the differentiator isn’t necessarily ‘being first’ — it’s having a POV that’s specific enough to create a “uniquely-you” combination of ideas.
I think the tipping point between brand memes being an in joke and being "hello fellow kids" is the space the brand occupies, if a brand has ownership over a certain space or regard in a subculture it has more buy-in from an audience when it wants to make memes than the generic "brand commenting on something viral and unrelated to them" trope
Loved this
❤️❤️❤️
A strong brand doesn’t need to follow every trend. Taste is reflected in knowing what suits the brand and, equally importantly, what does not.
yes yes
Sooo insightful! Will check out the podcast and books