The illusion of audience ownership is becoming harder to sustain

The best way to succeed on a given platform is to write/film/record/aggregate with that platform explicitly in mind.

The next thing you learn is that doing so makes that content extremely weird when taken out of context, which makes it incompatible with other venues.

A Vine video might work on Facebook, if you’re lucky, but a Facebook video probably won’t work on Vine.

Quizzes that explode on Facebook seem strange on Twitter.

A tweet might seem powerful and informative in the Twitter timeline, but look small and pathetic embedded in a website; a tweeted joke might do decently on Twitter but function better as a screen-cap on Tumblr, if at all.

The article or video or object that functions well across all contexts is either transcendently newsworthy or shocking—and therefore rare—or extensively adapted.

I’m not sure this cross-compatible “lowest-common-denominator” content can even exist—that there is some sort of platonic ideal of shareable CONTENT that all platforms respect.

The Content Wars ~ Mutually Assured ContentJohn Herrman The Awl

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