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Today we live in two different worlds. There is the physical world, where we are physically present (you are sitting at your desk right now) and the digital world, where we are mentally present (you are reading this in your mind on a digital device).
More than seven billion people reside in the physical world, and more than half of them have access to the digital world. It is more evident than ever that power comes from attention. With the growth of the digital world, it’s an online attention game. This led to reality TV stars becoming president. Redditors alone can try to overthrow the financial system (i.e. Gamestop). Everywhere you look you see musicians and performers who look like Saturday morning cartoon characters. Everyone has the ability to do anything.
With FaceTime, Zoom and social media messaging, most conversations and connections take place in the digital world. Our hobbies, hobbies, work and life have all been replaced by internet solutions. Social media has become our social life. This is a fundamental change in human consumption.
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Social media countries
In the digital world, there is the land of social media. Social media platforms are like countries. Social media platforms have more users than some countries have citizens. Just as countries have different cultures, laws, and ways of doing things, social media works the same way. For example, when you first access TikTok, you may feel like an outsider, as you are unaware of the culture of the platform. There’s a bit of culture shock as you navigate TikTok’s culture and subcultures.
It can feel a bit like the Wild West when platforms aren’t properly governed, especially since many in government don’t understand how social media countries work. You might remember last year’s viral meme, “Senator, we’re running ads” – in reference to Mark Zuckerberg explaining how free social media platforms make money for Senator Orrin Hatch, 85. Learning a new platform, just like entering a new country, can feel like learning a new language.
Unlike Senator Hatch, the majority of people with internet access spend time in the land of social media – perhaps even more than in the physical world. Their attention is on what people are doing and their life seems very passive. Content from creators is displayed for users to consume and interact with an endless audience. It is important to be a follower of a social media country before becoming a leader. This will help you understand the ins and outs of the space to better set you up for success.
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The Power of Entrepreneurs in the Land of Social Media
When you introduce a brand into this world, you bring this passive world to life by transforming the passive experience into a highly interactive experience. That’s the beauty and power that entrepreneurs can have in the land of social media. There are no limits, as long as you understand the terrain and use the resources to your advantage.
For perspective, think of when you’re on an airplane: you see the physical earth and all the little houses and people on it. Every time you stare at a computer screen or explore a new social media platform, you get a glimpse of the digital world. The more you consume, the faster you can see the big picture and understand the landscapes and all they contain in the digital world. Today everything is powered by AI and technology is developing at such an exponential rate that the world you see tomorrow will be very different from the one you saw yesterday.
Before the explosion of the digital world, our media attention focused on the physical world, usually in the morning and evening. Businesses were fighting for limited time slots and ads were the ultimate advertising method to reach your target audience. Consumers turned on their TVs and consumed content when they woke up in the morning, as well as on their way home from work.
Now content is available almost anywhere and at any time of the day. Instead of watching TV for hours after school or work, people are spending that time watching content on their smartphone or device. In the same amount of time they would have spent through 3-4 broadcasts, they can consume hundreds of short-form content videos. It holds our attention better and inspires us to keep watching for more. This is why the demand for short videos (and content creation in general) is so high. Media moguls like Gary Vee advise content marketers to post four times a day. That number sounds outrageous, but that’s because the demand is there.
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The traditional scene of a family of four watching TV has been replaced with everyone in their separate space engaging individually on their own device. TikTok, Youtube and other media platforms are using AI to curate a personalized experience in the digital world. This helps you discover new relevant content to consume with precision and ease, keeping you connected to the digital world.
It’s crazy to think that this is just the beginning of transforming society. As we move into the digital world, the demand for content continues to grow. Attention-demanding creators are dominating social media countries, transforming what power looks like in the physical world.