• We could be content celebrities in 15 minutes, if we know how.

    By Helin Goh on June 29 , 2016

    IMAGE: FACEBOOK/MARK ZUCKERBERG

    The Chewbacca lady just got herself made into a figurine, courtesy of Hasbro. If you are not one of the 130 million Facebook users who made her a viral star and the record holder of the most viewed Facebook Live video, play catch up here.

    We see too many incidences of such content become king online. From exploding watermelons to the badly photoshopped image of Seve Gats at the Great Wall of China, driving a #whereisSeveGats campaign.

    What did they do right? I am sure many brands who have invested time and millions of sales dollars trying to emulate that kind of virality, but failed, are asking the same question.

    To figure this out, a good start would be to understand how Buzzfeed, led by Jonah Peretti, grew to become a brand every media wants to imitate. The focus of our company is to really understand the social web and how it’s changing, and then make media for the way people consume it today.

    Very often, brands do not realize that the social web is not (and should not be) yet another sales medium. It is about an ongoing engagement with a tribe who loves the brand for the way it speaks their language and give them entertainment, information and inspiration – very possibly in that running order too for now. Brands need to also accept the fact that there isn’t an end-all formula to this algorithm mix; it is just one continuous now.

    While we marvel at the success of these content celebrities, the reality is we are closer to becoming one ourselves more than we thought. If you have a website, or a Facebook page or any kind of social media platform, consider yourself already a content publisher. Start acting like one by creating in-the-moment coverage that is entertaining, inspiring and honestly empathetic to the needs of the audience. Engagement will follow when you are looking at the world through their eyes, not yours.

    In an era where people rather pay for a subscription app to find out what Kendall Jenner is doing than spend on a copy of Vogue, it makes a whole lot more sense to cultivate our own media platforms to stardom.

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