Presented at the Monk Gras 2017 conference in London, this talk explores how the packaging of ideas, information, and stories is changing—with ebooks, Snapchat, Twitter, Instagram. Even The Economist is now packaging content on Snapchat Discover. What do these changes mean for all of us?
18. How does a 173-year-old publication
[…] fit on a messaging app
whose unique selling point
is bite-sized, disappearing videos?”
—Lucy Rohr, The Economist
“
Medium | Severe Contest | Oct 7, 2016
www.medium.com/severe-contest/the-economist-launches-on-snapchat-discover-dc1d589b9504# #monkigras @clairegiordano
21. You can’t deny the power of
Snapchat as a content distribution
platform. And you can’t deny the
power of the Snapchat Generation.”
—Lydia Kaldas, SVP of Strategy and Channel Relationships
Folio |Oct 20, 2016 | www.foliomag.com/brief-convo-snapchat/
“
#monkigras @clairegiordano
22. Millenial audience
New forms of powerful,
satisfying (visual) content
Enables subscriptions model
Experimentation & data
Why Package on Snapchat?
#monkigras @clairegiordano
28. Reach audience that
wouldn’t otherwise reach
“Slow reveal”: tell story in
lyrical, serial way
Interaction with readers is
part of magic
www.twitter.com/mwichary/
Packaging a Story on Twitter
#monkigras @clairegiordano
30. Why
Package
Stories On
Instagram?
Direct from creator to audience
Mix photography & written word
“Slow reveal”: tell in serial way
Interact with readers
Secure audience—then publisher
#monkigras @clairegiordano
31. Creators/Producers
•New forms, mixed media
•Reduced cycle times
•Democratized access
•Increased reach
Consumers/Users
•Massive selection
•Better discovery
•Immediacy
•Anywhere & anytime
•Customize: fonts, zoom
•Delight: forms, serialized
•More & more & more
11Ways
Packaging
Benefits Us #monkigras @clairegiordano
32. Claire Giordano (Own Work)
CC BY-SA 3.0
The best packaging—
for ideas and
information—enables
convenience.
#monkigras @clairegiordano
33. Claire Giordano (Own Work)
CC BY-SA 3.0
Convenience kills,
and yet…
Amid all this information
—How to focus ?
—How to choose ?
—How to think ?
#monkigras @clairegiordano