How To Catch Content Lightning in a Bottle [Video]

Fragmentation.

It’s the best word to describe today’s landscape of entertainment and information consumption.

Two years ago, user-generated content accounted for 39% of time spent on social media, according to research from the Consumer Technology Association. Last year, time spent watching online videos overtook television for the first time in history. And this year, if you think Netflix is the top streaming platform, think again. YouTube wins with 8.6% of streaming television consumption, surpassing Netflix’s 7.9% share.

All this fragmentation of content consumption takes people out of shared media and cultural experiences and puts them into echo chambers, which makes it tough for new content experiences to break through. Almost every viral, popular, or culturally resonant breakout seems like an accident — content lightning in a bottle.

Successful marketers follow the same memo. They understand fragmentation’s implications on paid advertising, search marketing, social media, and owned media.

So, how do you innovate on fragmented terrain?

Where do you focus …