NAYOKA OWARE [00:00:15] Hello and welcome to Technology for Marketing live right here at Olympia. I am Nayoka Oware hosting for Disruptive Live and I am joined by Joe Smith, who is the head of Brand Commercial Development at Media Chain. Welcome Joe.
JOE SMITH [00:00:28] Thank you.
NAYOKA OWARE [00:00:29] How are you doing?
JOE SMITH [00:00:30] I’m good.
NAYOKA OWARE [00:00:31] You have a great smile.
JOE SMITH [00:00:32] Thank you and you.
NAYOKA OWARE [00:00:33] Thank you very much. It’s a pleasure to speak to you today. So tell me about your role and what you do as a brand commercial development person.
JOE SMITH [00:00:42] I essentially so Media Chain is a social first publisher. So we’ve got loads of different social communities across different platforms. And of course, different passion points like student sports, food, all those kind of areas. And I look at the content we put out on a daily basis, make sure that it’s right for the platform. That it’sright for the audience that it’s going to hit. And then I look at kind of developing that commercially as well.
NAYOKA OWARE [00:01:05] Fantastic. Let’s talk about social media. We all love it don’t we.
JOE SMITH [00:01:10] We do yeah.
NAYOKA OWARE [00:01:10] So currently as we were saying earlier there is a lot of content on social media. What are your thoughts on content overload and what we shouldn’t be focussing on on social media?
JOE SMITH [00:01:19] So I think you’ll probably agree with me that in this day and age, we’ve got so many different pieces of content that we see on different platforms, so we’re a we’re on average, we’re a member of about eight and a half different social networks. So you’ve got Facebook, Instagram, Twitter, Snapchat, all of these. You’re getting notifications from all of them every second. And it’s getting increasingly more difficult to pick out the good content and the stuff that you want to see. So I do think it’s it’s an issue, but it’s also got a lot of opportunity there as well.
NAYOKA OWARE [00:01:50] I agree with you. Do you think that specific individuals, depending on the kind of business you do. Maybe they should be focussing on focussing on a specific platform like maybe if you’re in tech maybe just focus on Twitter. If you’re in the health care services, maybe just focus on Facebook.
JOE SMITH [00:02:02] I definitely think there is an argument for that yeah. But I also think that crossover breeds kind of exciting new avenues as well. So if maybe people don’t expect you on a certain platform and if you can think of a creative way to get on there, that does open up different opportunities.
NAYOKA OWARE [00:02:18] Wonderful. Let’s talk more about attention polarization. So we were discussing that a little bit earlier. And you were saying that you don’t agree with the concept, that our attention span is shorter now than it was maybe 10 years ago.
JOE SMITH [00:02:30] Yes. So I think attention polarization is essentially there’s an argument that we humans now have really short attention spans. I saw a piece of research that said our attention spans are shorter than goldfish now or worse than goldfish. So about 8 seconds. No exactly and I think that if you look at how we can run through a Netflix marathon for like eight hours, obviously we still have attention spans. It’s just. Yeah. And it’s kind of based on two two different factors. So filtration and that’s really important in the social media landscape. So that’s we’ve got so many notifications coming at us from Instagram and from Facebook, but we need to get really good at filtering that content. So we’ll look at something. If we don’t if it doesn’t catch our attention in three seconds, we’ll skip it because we know in this kind of algorithmic world, we’ll get another piece of content that’s relevant to us. And then but you’ve also got at the other end of that spectrum, you’ve got podcasts that are coming in so people can listen to a podcast for two hours without a break. So I don’t think we’re getting shorter attention spans. I just think we’re doing more with them.
NAYOKA OWARE [00:03:33] Thank you for that. How would you say that content is changing and how are brands can leverage new formats from that.
JOE SMITH [00:03:41] I think how I think the key thing with content is that it’s always got to be engaging, it’s like it’s really simplistic, but to generate cut through, you’ve really got to be bold and and exciting in your content. And I think it’s changing in podcasts for an example, as a medium that’s growing massively and from one podcast, you can get so many different pieces of content, you can get Instagram stories and video cut downs, but then you also get the podcast itself and you get articles out of that podcast. So maybe the formats allow for brands to kind of a little bit less investment and then more different piece of content off that.
NAYOKA OWARE [00:04:16] Wonderful, one last question for you Joe. What would you say the most important platform to be on at present social media platform? Would you say Instagram, Twitter, Snapchat, is Facebook, dead? Do you still use facebook?
JOE SMITH [00:04:30] Personally.
NAYOKA OWARE [00:04:31] I use it.
JOE SMITH [00:04:31] Facebook I probably used the least of any platforms. I really like Twitter, Instagram. I used to use a lot. I used to I’ve got a photo hobby. But Instagram, I’ve now I’ve realized that a lot of content on there is not really advancing me as a person. I think it’s getting me to live a dual life. So I’ve got to try and narrow it down. But the other thing is I also need to know exactly what’s going on on Instagram to do my job so it’s finding like a balancing act.
NAYOKA OWARE [00:04:57] So Instagram is your favourite one at present.
JOE SMITH [00:05:01] Aesthetically, yes, but Twitter I think, for learning and kind of development is also really useful.
NAYOKA OWARE [00:05:07] I agree with you there. Absolutely. It’s been a pleasure speaking to you Joe. Thank you so much for your time today.
JOE SMITH [00:05:11] Thank you.
NAYOKA OWARE [00:05:13] That’s all we have time for. But I hope to speak to you again soon. Thank you for watching. We will be back shortly. You can join the conversation by using the hashtag TFM 19 or hashtag Disruptive Live. See you shortly.