https://x.com/businessbarista/status/1839059862409400672
My biggest observations of digital media in 2024:
- The creator course bubble has popped.
- The creator business bubble has popped a little.
- Cancel culture has largely disappeared. It looks more like a penalty box vs. a permanent ban these days.
- A bunch of Linkedin creator agencies have popped up recently.
- A bunch of athletes have launched YouTube channels recently.
- Founders continue to try and figure out ways to attach creators to their business for some equity.
- Politicians are opting for long-form podcasts to share their message.
- SEO isn’t dead, but it isn’t the arbitrage it once was.
- Every social platform (other than Linkedin) has officially shifted from social graph to interest graph.
- The era of the interest graph means you're only as good as your last piece of content.
- Influencer marketing is becoming more important for brands, yet is super painful to scale because there’s so much manual work.
- There are 2 main types of creators: Pure-play creators & operational creators. Their needs are very different.
- VCs are thinking more and more about how they can be a media company.
- B2B media is performing better in a softer advertising market.
- There are three players in digital media today: Platforms, Media companies, and Creators
- You either have to be niche or you have to be novel to stand out.
- The internet is getting more and more fragmented as the long-tail of creators/niches expands.
- Media businesses now have 3 customers: audience, advertisers, and creators.
- Media businesses are becoming platforms that offer creators resources to create, grow, and monetize.
- Growing owned audiences (newsletter, podcast, youtube) becomes harder and harder as competition for a finite amount of attention ramps up.
- Creator keyman risk becomes clearer and clearer as the creator economy matures.
- Niche to general is a far more proven path to success than general to niche.
- OG podcasters had their listens decrease up to 60% since the most recent apple update.
- Growing a podcast is really difficult. You have to be part of a network, leveraging video, an A-list celebrity, or a unicorn.
- Trust in mainstream continues to degrade.
- Media upstarts & creators are filling the void of waning trust.
- YouTube is eating traditional & digital long-form video viewing.
- Marketers are looking to size up their spend on YouTube headed into 2025.Sep 25, 2024 View on X →
Wednesday, September 25, 2024