In the new panorama of creators, the network sees its strength grow because it is partitioned and concentrates on specific contents, generating opportunities for particular contexts, in which seriousness and competence are rewarded.
“It is a phenomenon” adds Colletti “that we could define as editorial power widespread, the new stage of disintermediation initiated by social networks: while the crisis of the latter accelerates, it is the so-called long tail of content”.
Provided you have them, of course.
“This means that for each niche there can be interesting content, and that for each niche we can become the point of reference that was missing, also because most of the time it is the creators themselves who define the perimeter of communities and, therefore, to build them”.
Colletti is convinced of this: “We are facing a Copernican revolution that redefines languages, formats, channels, rules of involvement, so much so that a giant like Blackrock has spoken of a second birth of the Internet.
A phenomenon that rewrites the dynamics of the game related to consumption and sociality.
Thus the best product or service - but also the best campaign ever created - could come today from any client and not from a manager on the payroll of a company or agency.
We are moving from special effects to special affections, which means building a constant relationship with the community by giving something extra. The real challenge is that you have to know how to do it”.
