Brands have always produced content, it is just that back in the old days, they couldn’t afford to produce very much of it. This wasn’t because it was expensive to produce, but because it was expensive to distribute. There was a rough rule-of-thumb which said that maximum 10 per cent of your content (advertising) budget was spend on production and 90 per cent was spent on distribution (buying the media space). Now the great thing about social media is that you don’t have to buy it. “Fantastic,” has been the reaction of brands, “that means we can now spend 100 per cent of our social content budget on actually making the content.” It is as though something that was once expensive and desirable has now become virtually free and everyone has gone on a binge as a result.
However, we have forgotten that while it is easy enough to produce content and put it ‘in’ a social media channel, this doesn’t mean that the content is actually going anywhere or doing anything valuable for the brand. In fact the vast majority of brand content just sits in these channels like so much undigested brandfill. Content is only ever going to go anywhere, or do anything, if you socialise it – i.e. apply a process to the content you produce. In fact I think the 90:10 rule still applies: for any content strategy, only 10 per cent of the budget should be spend producing the content and the other 90 per cent needs to be spent ‘socialising’ the content you produce.