A couple of days ago, we talked about the royal baby and how the news isn’t everyone’s news. Some of you, though, may be asking about where this other news lives. Well it lives everywhere, and that’s been demonstrated a few times this week online.
First, television. Pop quiz: what network was the most watched during the recent July sweeps week amongst viewers 18 – 34 and 18 – 49? ABC? Fox? Nope. Try Univision. The Spanish-language network is seemingly commanding more eyeballs than any of the so-called “big guys.” But how much Spanish content do you produce?
Second, internet. If you had to pick which internet giant consumed more than a quarter of all North American internet traffic, which would you pick? Facebook? Netflix? Nope. Try Google. In fact, Google (mostly because of their YouTube ownership) serves up more data than Facebook, Netflix and Twitter combined. But how many Google ads do you have? How many YouTube videos?
Third, how people access information. According to the Pew Internet and American Life Project, in their latest survey, more than 56% of American adults reported being smartphone owners. And how do they use their smartphones?
They get online! All. Day. Long. According to the Buffer blog, more than 189 million people access Facebook via the mobile app. And then they ask this very important question that relates to our discussion of how people are getting their news:
Rethink it: There are probably more users accessing Facebook from mobile devices than you thought. It’s worth considering how your content displays on mobile devices and smaller screens before posting it, particularly if your target market is full of mobile users.
How do people get the news? They get it from anywhere and everywhere. And there’s no way you can provide information to all of these disparate sources. So–and this is the important part of the post–this is why your agency needs to be their own content creators and delivery system. You need to be the place that people go for information. Because the public is already building their information portfolio, and right now? You’re not a part of it.