Editorial Note: This piece is part of a four part series from Director of [ion] and [a]list contributor Robert Brill. The series intends to look at the future of programmatic and data-infused TV buying as well as its connection with influencer marketing with predictions about how this will change the media landscape.
These Days, Everyone’s An Influencer
At Ayzenberg Group, we look carefully at the sphere of influencer marketing among the larger set of opportunities surrounding content marketing and native advertising. We see that individual users– not just channels, networks, companies or multi-national media conglomerates can now wield significant power. There are no longer the kinds of insurmountable obstacles like unattainable distribution channels or costly equipment to keep you out. In fact, it’s arguable that these former power holders are now bowing control in tiny increments to influencers and their networks. All kinds of evidence of this can be seen now from Warner Bros’ investment in Machinima to Disney’s purchase of Maker Studios and this piece about the top ten YouTube stars. It is all wrapped around the democratization of media that has been enabled by technology.
Here’s How it Happened
Inexpensive consumer technology paired with a rapidly expanding communications system resulted in today’s always on and always accessible media environment. With the likes of YouTube, Facebook, Twitter and other social platforms, the end user has a built-in distribution network. Computer, mobile and video tech allows for low cost content creation, and subsequent collaboration and editing of that content.
Anyone with ideas has the ability to create content in their own voice. These users become akin to individual media companies and can build significant media empires earning millions of dollars per year. Even B, C and D-list web celebrities are enjoying success in an environment that couldn’t possibly have existed even 20 years ago.
Compare this current landscape to the one that was once controlled by media moguls. It was only the media moguls and those with significant backing who were capable of launching media channels – TV networks, magazines, newspapers and radio stations. The creators of media companies are synonymous with wealth – Bloomberg, Oprah, Turner and Murdoch. These people had earned riches for multiple lifetimes before they launched their media empires.
If the average guy from Sweden with a name like PewDiePie can become a hot property whose channel is bought by none other than Disney, then anything is possible. Any person becomes the media company and their success is not limited by technology, nor distribution, but only creativity and their ability to amass an audience.
Now, take this idea of an individual’s influence and amplify it with a lifetime worth of business savvy, a fortune and a degree of risk taking. You get the new WWE Network.
Next Tuesday, look for Robert’s next piece on the WWE Network and the future of programmatic TV buying.
