The current media landscape is from the audience’s point of view exciting, platforms see it as stormy and content creators often as simply scary. Legacy media is like a stable ship. Understandably they don’t want to jump to the new media, which is almost guaranteed to be a very unstable. Things are most likely going to change many times in the near future.
The platform has and should have a big influence on what is being defined as good content. Therefore it is unpleasant for a content creator to know that in five years, all the platforms will be different. How am I able to create good content when I cannot trust the platform will be there for me?
We are now living the fear inducing combination of economically bearish environment, where big technological changes occur in an accelerating pace.
Former ruling platforms, the regulators of attention, the legacy media, have become the servants, the content creators of the new media platforms, facebook and youtube etc. At first, the new media masters were tolerated, because the new media was essentially helping the old media for free, giving them “freebies”. Legacy media struggled relatively long digesting the idea that they had to go to the new media platforms only to, at best, hinder their inevitable spiral to death/obsolescence.
Now, the honeymoon is ending for content creators in the social media. The legacy media, once being inside the new media as content creators, start to realize, they would rather be the master of their small house than being a servant in a big house.
All content and content creators are seen as marketers, “adults” of some sort. And in any case, if you want your message to be seen, pay up. Organic growth used to give the best visibility, now it is money. Once again, all this can be summed up into a business of buying and selling attention.
Legacy media is on it’s way to obsolescence hand in hand with the baby boomers. But only as platforms. The need for good content will die when the last humans. Legacy media transformed from the owner of the platform status to the status of the content creator, for the new media platforms. Hard conflict was avoided by:
Firstly, the denial of the legacy media of their situation. Also, many put their hopes on the situation being temporary, simply a bad dream, from where everything was going to go back the same old again. Secondly, the new media was offering their services for free. Still the legacy media had a hard time accepting the newcomers.
First bite the legacy media had to swallow was that they had to be in the new media, as a content creator, or be ignored. That was the first struggle. The second hard bite to swallow is that the legacy media has to pay to the new media platforms to have an existence there.Organic visibility will be replaced by paid visibility.
Like a drug dealer; first make them a user with freebies, then the milking can commence. And with whom the dealer chooses to deal with, well, they should consider themselves lucky! After all, ”it’s cold outside…” The platform only needs to give a slightly better income and incentive to the performer inside the circus tent vs. Performing in the street.
Youtube (and the new media platforms in general) think, they have no need to keep the content creator happy – the content creator better quickly learn ways of keeping the algorithm and platform happy. The platform see that there is a hard oversupply of content creators, but that is irrelevant. The key thing is that there will always be a hard deficit of star creators and hit content. And keeping them happy is very important.
This is what they seem to be doing too. The head of youtube made her recent videos with Dwayne Johnson aka. “The Rock.” A star in the most traditional, old school sense. The question then remains, what are the stars Youtube should be promoting? From their own stables, the new and upcoming with a higher risk/reward ratio or safe but expensive ones bought from the legacy media?