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Viral Publishing: too much

The viral publishing game is over and we all lost — Medium

A lot of the conversations I’m having about audience development these days quickly devolve from focused discussions about acquisition and retention strategies — you know, analytical stuff — to talking about, er…brands.

Why brands? Because that’s all anyone has left to talk about. The murmurs from early 2016 are that the days of gaming social media, which is essentially what audience development has been in the last few years, are pretty much over. The signal the jig is up is that volume publishers are suddenly finding that they can’t post too much on Facebook, and reps at the Network are unofficially confirming this. Even a few months ago, the conventional wisdom and unofficial recommendation from Facebook was to space out posts by a few hours to make sure you didn’t overwhelm your audience. When I worked at Upworthy, there was a period when friends and family would complain that they saw us too much, something we had almost no control over.

As Dave Cohn put it nicely in an article last year, viral content companies are essentially promising advertisers that they have the scale to figure out how to  reach the same people in new ways a few months before everyone else. They’re not selling their brand, content, talent or even distribution anymore. They’re selling arbitrage.

Schermafbeelding 2016-02-28 om 10.37.05

Trope: aandacht, teveel…

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