The balance of power within digital media is shifting again, this time to the experience that envelops the content.
Content Can’t Always Be King
The rise of social media has allowed pundits, social media gurus and seemingly everyone else to proclaim, “content is king.” And while great content can keep people coming back for more, one could argue the music industry’s current content model — a 99 cents, listen-all-you-want platform — isn’t sustainable. It offers instant access to great content, but that content has become commoditized. It’s difficult to keep this type of content exclusive over time, which in turn degrades user loyalty. Content acquisition alone can’t be the final answer.
User Experience Will Trump Ubiquitous Content
The mass distribution models of the digital age are beginning to show their faults. As people throughout the world gain access to an increasing number of media consumption devices (computers, smartphones, iPads, etc.), we now have more choices than ever before. Content itself no longer defines our choice of distribution channel.
The balance of power within digital media is shifting again, this time to the experience that envelops the content. In the same way that musicians are now making money again by going on tour and entertaining their fans at real events, online content that is packaged as a social experience will be more in line with consumer web use trends than mass-market online content portals.
In the coming months and years, we’re going to be able to interact with media in more engaging and fun ways. We’ll be able to watch our friends’ reactions when they get “RickRolled” for the first (or thousandth) time; we’ll be able to high-five our friends with 3D avatars while we’re all watching the World Cup online; we’ll be able to better bridge the gap between our real-life social inclinations and the content we enjoy on the web.
As content and distribution continue to expand to overwhelming proportions, user experience becomes the key to locking onto and growing a real, loyal audience.
http://mashable.com/2010/06/30/social-experience-content/
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