A recent panel discussion on content and commerce, at Digital Entertainment World 2019 jump started the conversation around content, commerce, connections, and everything in between. The names on the contributor list ranged from the CEO of Tribalist to the VP of product at ChefsFeed, and the highlights are here, just for you.
Connecting the Unconnected
In a world that is so connected, making connections isn't as easy a task as you might assume. For this reason, creatives, founders, and entrepreneurs around the world are putting their brains together to come up with solutions. In a seemingly over-connected world, how do we bring to fruition authentic connections between the creators and the seekers? While the answer requires effort, resources, and networking, it's actually quite simple. We connect the unconnected through experiences.
The Problem With Social Media
This heading could house an article all its own, but for the sake of this topic, I want to focus in on one very specific issue that prevents seekers from connecting with creators. Social-media platforms run on a very chronologically based system. Content is quickly moved down, washed away, archived even, and this rapid interface and changeover of images, videos, content, and soundbites is preventing authentic connections.
Consumer Experience Versus Customer Service
Creating a consumer-first culture simultaneously creates an ecosystem that supports quality feedback, support, and a tribe mentality. And when your tribe is invested, they are loyal and engaged, something you cannot put a price tag on. This is why Tribalist founder Jon Vlassopulos is working so hard to create an actionable platform, to put the tribe or the individual, the influencer or even the micro influencer, front and center. Tribalist is a place to discover, create, and share shoppable lists of everything you love. Vlassopulos created Tribalist because he wanted everyone in the world to have a creative home, where they could house and share their inspirations, and where creatives could even benefit financially.
What's the Point of Creating These Platforms?
Even though there is so much happening on the internet, more than ever before, people are looking for a place to belong. That's why this consumer-first approach is driving more conversions in less time. Javon Frazier, executive vice president of strategy and development at Studio71, is seeing 4.3x average channel engagement. Identifying itself as THE global media company for creators, Studio71 has an audience that's incredibly engaged, and it sees upwards of 7 billion monthly views. In this approach, users get what they want, campaigns and startups thrive, and everybody wins. The idea is to transform how creators work with brands and interact with their audience, creating a place where creatives are rewarded with conversions/sales, something that has been lacking for quite some time.
Consumer Choice Is in
Consumers are choosing, more than ever before, how and when they consume their media and also what they are consuming. This changes the accessibility outlook, because they aren't in one place at one time. So plenty of the contributors on this panel talked about the importance of utilizing influencers, celebrities, and brands to help the creators find their consumers. Chang Kim, CEO and founder of Tapas Media, pointed out that an influencer's bread and butter is based on their knowing and connecting with their fans. Applying this same strategy to connecting our influencers to the products or content that's the best fit for their audience cuts out a lot of the middle men, so to speak.
Connections, Connections, Connections
Tom Bash, panel contributor and VP of product at ChefsFeed, had a lot to say about the importance of connections--both big and small. The company's relationship with Apple made a big difference, as it worked with Apple's development point of contact to streamline as much as possible. And creating an environment where connections are placed at a high value will allow your consumer-centered campaigns to thrive. These consumer-first conversion rates are showing us the power in connecting up brands + influencers + high-value consumers to make sure that creative value is rewarded with sales.
Consumer-first conversion: How the conversation and experience you have with your fans drives sales.
As we move into more authentic, transparent, and even heart-centered online goals, we must also move our efforts and conversations into this same territory. Yesterday, we used the internet to buy. Today, we use the internet to connect.