Tag Archives: Content Creation

Consuming Content the Way You Want

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One of the true hidden gems of being a part of a big community is the ability to discuss ideas and see different perspectives. It’s one of the reasons why I enjoy working at Tech Field Day and why I’m lamenting the death spiral of Twitter. My move to Mastodon is picking up steam and I’m slowly replicating the way that I consume content and interact there but it’s very much the same way I felt about Twitter thirteen years ago. There’s promise but it needs work.

As I thought about my journey with social media and discussed it with people in the community I realized that a large part of what has me so frustrated is the way in which my experience has been co-opted into a kind of performative mess. Social media is becoming less about idea exchange and more about broadcast.

Give and Take

When I first started out on Twitter I could post things that were interesting to me. I could craft the way I posted those short updates. Did I want to be factual and dry? Or should I be more humorous and snarky? I crafted my own voice as I shared with others. My community grew organically. People that were interested in what I had to say joined up. Others chose to stick with their own circles. The key is that I was allowed to develop what I wanted to present to those around me.

As time went on I realized that I was an aberration in the grand scheme of Twitter. I made content. I offered opinions and analysis. I was a power user. Twitter wasn’t filled with power users. It was filled with passive consumers of content. Twitter wasn’t overly concerned with enabling features that allowed users like me to have an easier time. Instead, it was focused on delivering content to the passive audience. Content that Twitter determined was either interesting enough to keep users coming back to the service or generated enough revenue to keep the lights on.

That shift happens in pretty much every social platform that I’ve been a part of. Facebook moved from reading through other people’s status updates about their dogs or their lunch and into a parade of short form videos about craft projects or memes about Star Wars. Every interaction with those posts just enhanced the algorithm to show me more of them. Facebook only shoves more of what you see into your face. It doesn’t take what you create and build from there.

The algorithms that run these services now don’t care about you. They don’t facilitate the discussions and information exchange that make us all better. Instead, they feed us mindless interaction. They give us 60-word posts about a topic with vapid insights or any one of a number of endless popcorn videos about “life hacks” or people having accidents or, worse yet, very clever advertising that looks like a random person posting about how amazing a t-shirt is.

Does It Ad Up?

If you’re thinking to yourself this is starting to sound a lot like television advertising, you’re not far off the mark. The explosion of content that has been pushed in front of us is all about the advertising. It’s either brands that are looking to have users buy their product or service or it’s services looking to gain tons of users for other reasons.The advertising dollar rules all now.

This isn’t a new thing. Anyone that tries to tell you that invasive advertising is a modern construct has never opened up a copy of Computer Shopper magazine from the 90s or enjoyed hearing the host of a 60s game show shilling for Lucky Strike cigarettes. Advertising has always been a huge part of the content that we consume.

Modern YouTube videos have pre-roll ads and breaks in the middle for more ads. Podcasts have one or two ad reads, either by the hosts or through a slick, produced read. For a society that hates advertising we sure don’t mind taking money from them when they want to place an ad in the content we’re creating. Yet unless we’re willing to bankroll our own platforms completely we’re stuck with the way that those platforms make money.

This all comes together in an insidious way. The algorithms show us things out of order because they want to grab our attention. The system wants to weave in content we might enjoy along with ads that pay for the platform alongside of the content we actually want to see. Unlike broadcast television, which has specific rules about advertising, these systems can flood us with content that is designed to make us stick around or pay for something that someone wanted us to buy.

At no point in that whole process did we see highlighting of blog posts (unless they were boosted with ads) or bringing conversations to the top of the feed because we’ve interacted with those people. Power users and non-sponsored content creators are a drag on the system. Because they’re not interesting enough to draw in the regular users, unless they’re famous, and they don’t pay the platform to prioritize that content.

As the social network matures and relies less and less on users to create the interactions that sustains the user base it flips the model to be more focused on providing for the brands that pay to keep the lights on and the popcorn-style content that keeps the users hanging around. That’s the ultimate reason why the twilight of social media platforms feels so wasteful. What was once a place to grow and expand your horizons becomes the same mindless drivel that we see on TV. A late-stage social network is practically indistinguishable from what The History Channel has turned into.

Tom’s Take

I want Mastodon to succeed. I want the idea exchange to return. There are many on the platform right now that are hostile to brands because they worry about the inevitable slide into the advertising model. That doesn’t happen because of the brands themselves. The move happens when users grow and the platform needs to keep them around. When the costs of running the infrastructure grow past the ability of the users to support it. Here’s hoping the idea exchange and learning continue to be the primary focus for the time being. At least until the next new things comes along.

Perfection Paralysis

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This is a sort of companion piece to my post last week because I saw a very short post here about doing less. It really hit home with me because I’m just as bad as Shawn about wanting everything to be perfect when I write it or create it.

Maximizing Mistakes

One of the things that I’ve noticed in a lot of content that I’ve been consuming recently is the inclusion of mistakes. When you’re writing you have ample access to a backspace key so typos shouldn’t exist (and autocorrect can bugger off). But in video and audio content you can often make a mistake and not even realize it. Flubbing a word or needed to do a retake for something happens quite often, even if you never see or hear them.

What has me curious and a bit interested is that more of those quick errors are making it in. These are things that could easily be fixed in post production and yet they stay. It’s almost like the creators are admitting that mistakes happen and it’s hard to read scripts perfectly every time like some kind of robot. Honest mistakes over things like pronunciation or difficult word combinations help remind us that not everything needs to be exactly perfect every time.

That’s not to say that you can get away with not doing things with the appropriate amount of practice. The difference between a simple mistake in a long passage of text and a haphazard idea just thrown out there without care is very apparent. As I tell the people that I work with for public speaking, the more something sounds off the cuff the more practice went into it to make it sound natural.

Accumulating Assets

My friend Ivan Pepelnjak reached out to me after my last post and reminded me of something he wrote a decade ago that talks about his view of the creative process. One of the big takeaways for me was the section on ideas. It’s important to realize that nothing will spring forward from your mind completely realized.

It’s a lot like baking. The ingredients are easy enough to measure. The trick is mixing them together. You have to add the right ideas in the right amounts and then let them mix together and even settle a little bit before you can make something out of them. However, you also have to be careful about how you go about doing it. Mixing merengue is a very different skill than a pound cake. Some things shouldn’t be mixed too much lest they become ruined by the extra attention. It is entirely possible to do too much to ideas without realizing it.

Tom’s Take

If you find yourself struggling with creativity or need to figure out a way to make something happen don’t be afraid to mix things up a little. Go for a walk. Play some music to force your brain into a new space. Look over your collection of half-formed ideas and see what pops up. Make something happen to change the status quo. You’d be surprised what might happen. But above all don’t get stuck on the idea that it needs to be perfect. The best ideas are very often imperfect.

Multicasting Content in the Twilight of Social Media

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During Cisco Live EMEA last week I had an interesting conversation with a few people at the show around social media and how the usage of the platforms appears to be changing thanks to decisions made by the smartest people in a given broom closet. With the acceleration of the demise of Twitter as a platform I couldn’t help but comment on the fact that social media is becoming less about conversation and more about broadcast, which seemed to catch some of the people in the conversation off guard.

Back and Forth

Ever since the beginning of my time on Twitter, I’ve seen the platform as conversational instead of content-focused. Perhaps that’s the reason why the idea of a tweet storm has irritated me so much over the past few years. Twitter is about talking to people. It’s about interacting with them and creating a conversation in the noise. Twitter allows us to connect to people and exchange ideas and viewpoints.

Contrast that with other platforms in the social media spectrum. Specifically I’m thinking of Youtube video or TikTok videos. These platforms are designed to create content and send it to a number of people to view. It’s multicasting content to viewers. You don’t interact with people on a one-on-one basis. If Twitter is about the conversation then video platforms are all about the message. Sit here, listen to what I have to say, and don’t talk back.

You may already be thinking to yourself, “But what about the comments!” And you might even be right. However, comments aren’t conversation. They’re a way to add your own viewpoint to a message that isn’t necessarily seen by someone consuming the content. Case in point? Youtube has started hiding the comments behind a widget that you need to click on. TikTok puts the comments behind a button. You can’t see them unless you go looking for them. And most of the time you don’t even want to read them anyway. I mean, Don’t Read the Comments is pretty much a meme at this point, right?

Comments aren’t conversation. Why would you think they are? Because your voice gets added to the mix? Because you get to say what you think? Is anyone even listening? How many times does a conversation or reply chain in the comments on a video involve the creator aside from answering a specific question? How often do the comments turn into a disaster area of people arguing about things not even related to the topic of the content in the first place? Comment hijacking is more common than most people realize. For some platforms it may be the only reason comments exist.

Another important point about comment sections turning into cesspools comes from the lack of interaction with the content creator. A real conversation, like one that happens in person, allows for the expression of viewpoints and discussion of ideas. You don’t have to agree but you do have to listen. And you do have to follow rules for conversation. You don’t get to walk up to someone who expresses an idea and say “You’re wrong and I’m right and here’s why” without also having to listen to the other person’s viewpoint. Well, I mean you probably could but you’ll find yourself excluded from the conversation quickly because you’re not listening. You’re just broadcasting.

Blogs as a Medium

Note that blogs and blogging fall into the same category as the videos above. I write the things I think and you read them. You can think about it or comment about what you believe. I will read it (and I do read them) but I can choose not to reply. The comment section on my NAT66 posts are still going strong something like ten years later and I haven’t left a comment on that video in forever. I’ve said what I wanted to say on the matter and that’s that.

However, blogs differ from videos in one important aspect as far as I’m concerned. The text of the blog post is searchable, as are the comments. You can look for topics or ideas much more easily in written form than you can on video. TikTok especially prefers brevity over conversation. Sure, maybe you highlight and comment and make a new video about what you read but there’s no transaction there. You could spend hours with a conversation that takes about two minutes to have in person. All this happens in a vacuum because you can’t search for the conversation. You can only watch it play out.

Yes, that’s how conversations happen in real life too. Even now I’m recalling parts of what I said to people in the conversation that I had. I’m recalling the discussion that happened and what I said. The key difference here is that I’m writing it down for others to read later and add their own viewpoints. If you choose to share this post with your audience and have your own viewpoint you’re creating conversation with others. That’s a big difference in my mind. How many times have you sent a video to someone to start a conversation? Aside from “this looks pretty cool” or “did you know about this” or “this was funny”?

Tom’s Take

The twilight of Twitter and text-based social media is upon us. The future right now is wrapped up in video content because that’s what people are consuming. Look at how many platforms have added “features” to replicate what the hottest apps are doing right now? There’s still value in the conversation to me. I still feel that we are better off having the discussions and not just blindly consuming content in multicast format. But I’m also old. I love writing. I feel I can get my ideas across in a better way here and on conversational platforms. I relish the idea of back-and-forth over broadcast. But the waning light tells me that my way isn’t long for this world.