As a PR professional who has to break through the clutter to reach the right target audiences, I am in close contact with the looming specter called the Content Bubble. 72 hours of video are uploaded to YouTube every minute. 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute.
And yet the latest research from Pew Internet shows 84% of Facebook news feed stories aren't viewed, 71% of tweets get ignored and 88% of emails go unopened. As a result of the content bubble, the transmission of information, even if it is important and merits our attention, can be ignored.
Email used to be the most effective way to reach an audience, but it is no longer the fastest, smartest or best way to reach an audience. Everyone is overwhelmed by the Content Bubble. People cannot keep up.
The Content Bubble has yet to produce a sustainable business model. We need new ways to filter content that only allows the most timely, relevant and compelling information to rise to the top. Meanwhile, we all have to deal with a bottleneck clogged with a backlog of unviewed email, books, articles, posts, photos and movies.
Want to reach the right audience? Sometimes you just have to know the right path through the labyrinth of clutter. --Patricia Vaccarino
Content marketing
or content bubble?
by Patricia Vaccarino
PPI’s Unified Business Intelligence Solutions bring you‘Dramatically Accelerated Decision Making’.
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