short/long form

STTP presentation on trends in internet content: longform and microblogging

Transcript

1. short/longform content strategy for a post-web2.0 world
2. web 2.0 blogging social user-generated sharing ajax wiki personalized multimedia
3. that was 10 years ago where are we now?
4. the decline of blogging The Internet and American Life Project at the Pew Research Center found that from 2006 to 2009, blogging among children ages 12 to 17 fell by half; now 14 percent of children those ages who use the Internet have blogs. Among 18- to-33-year-olds, the project said in a report last year, blogging dropped two percentage points in 2010 from two years earlier. “Overall, virtual worlds and blogging aren't very popular in any age group, which probably indicates that tools such as Facebook and Twitter - which also enables users to express themselves online - have substituted blogging for many users.”
5. the old guard Xanga launched 1998 Blogger launched 1999 LiveJournal launched 1999 Wordpress launched 2003
6. the new bloggers AOL network Gawker Media
7. “the AOL way” Objectives • increase its stories per month from 33,000 to 55,000. • pageviews per story to jump from 1,500 to 7,000. • video stories to go from being 4% of all stories produced to 70%. • percentage of stories optimized for search engines to reach 95%. “The Way” • AOL tells its editors to decide what topics to cover based on four considerations: traffic potential, revenue potential, edit quality and turn-around time. • AOL asks its editors to decide whether to produce content based on "the profitability consideration." • In-house AOL staffers are expected to write five to 10 stories per day.
8. Old Blogging amatuer individual niche community-driven personal leisurely New “Blogging” professional corporate mainstream profit-driven official news cycle
9. 2 things haven’t changed 1. people still want to express themselves 2. people still want to consume content
10. shortform or, microblogging
11. microblogging Facebook 1.23+ billion users launched 2004 Twitter 500+ million users launched 2006 Instagram 130+ million users launched 2010 Pinterest 70+ million users launched 2010 Snapchat ~26 million users launched 2011 Tumblr 100+ million users launched 2007
12. images/videos/links sharing+resharing “stickiness” young user base mobile-first user fluidity microblogging
13. “It seems like they don’t use Facebook anymore” —Barack Obama
14. examples of shortform content
15. twitter @Daily_Bible 278K followers A daily verse from the @YouVersion Bible App. The Bible App is free for your computer, iPhone, iPad, Android, BlackBerry, and any web-enabled mobile device. @TopBibleVerses 356K followers Top Bible Verses has posted more than 15,000 Bible verses since 2009. It is one of the most reliable Bible verse sites on Twitter. @GreatBibleVerse 466K followers Great Bible Verse is one of the fastest- growing daily Bible verse sites on Twitter. Follow Great Bible Verse now and discover why. @Bible_Time 740K followers Quotes from the Bible facebook.com/BibleTime1
16. instagram ❤ 1152 @biblequotes_ 16K followers ❤ 10212 @biblelockscreens 130K followers ❤ 18692 @daily_bibleverses 230K followers ❤ 3090 @bibleverseaday 32K followers ❤ 273 @biblequotedaily 17K followers ❤ 1407 @bibleposts_ 18K followers ❤ 1095 @bibleverses_daily 10K followers ❤ 4799 @proverbsdaily 24K followers
17. concepts
18. how long does a user spend on a page? “It's clear from the chart that the first 10 seconds of the page visit are critical for users' decision to stay or leave. The probability of leaving is very high during these first few seconds because users are extremely skeptical, having suffered countless poorly designed Web pages in the past. People know that most Web pages are useless, and they behave accordingly to avoid wasting more time than absolutely necessary on bad pages. If the Web page survives this first — extremely harsh — 10- second judgment, users will look around a bit. However, they're still highly likely to leave during the subsequent 20 seconds of their visit. Only after people have stayed on a page for about 30 seconds does the curve become relatively flat. People continue to leave every second, but at a much slower rate than during the first 30 seconds. So, if you can convince users to stay on your page for half a minute, there's a fair chance that they'll stay much longer — often 2 minutes or more, which is an eternity on the Web.”
19. how little do users read? On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. This is a very rapidly declining curve. On an average visit, users read half the information only on those pages with 111 words or less. In the full dataset, the average page view contained 593 words . So, on average, users will have time to read 28% of the words if they devote all of their time to reading. More realistically, users will read about 20% of the text on the average page.
20. longform lean back 2.0 and more
21. lean back 2.0 The Economist January 2012 • lean-back vs. lean- forward • mass-intelligent • focus on content
45. long-form journalism from Wikipedia: Long-form journalism is a branch of journalism dedicated to longer articles with larger amounts of content.[1] The length of long-form articles is between that of a traditional article and that of a novel. Long-form articles often take the form of creative nonfiction or narrative journalism. Long-form journalism has grown in popularity over the past several years,[2][3] with blogs and media organizations including BuzzFeed[4] and the New York Times[5] creating or expanding long-form coverage and new companies being founded to capitalize on the new interest.[6] Examples: “Snowfall” (NYTimes) Love and Death in the House of Prayer (Rolling Stone) Obama’s Way (Vanity Fair) Dear Leader Dreams of Sushi (GQ) Imagining the Post-Antibiotics Future (FERNNews/Medium) Marissa Mayer: The Unauthorized Biography (Business Insider)
46. read it later Instapaper launched 2008 top 15 iOS apps in U.S. Readability launched 2009 Pocket launched 2008 Kindle launched 2007
47. magazines the new yorker google play newsstand the economist wired magazine iOS newsstand
48. scrolling websites
49. will any of this actually work? looks good in theory...
50. microblogging mainstream longform