Content is Dead! Long Live Content!

Content and Platforms

Content is playing an important role and this newsletter aims to give an insight into current trends through the lens of platform business model. These weekly pieces are to be seen as conversation starters. They are not essentially a deep dive but with enough material and links to make you curious and discover more on your own.

If you know somebody who is starting MBA or even BBA course, please share this newsletter with them.

Thanks for your love and encouragement for my daughter Aru and her various social media content initiatives over last months including her teenager-specific social media initiative tynkrr and newsletter “a Part from My Life“.

tynkrr_

A post shared by @tynkrr_

DTW

During the Week, Olympic medalist PV Sindhu shared an ice cream with PM Modi during her meeting after her return to India.

Pvsindhu @Pvsindhu1

Glad to have got the opportunity to finally have an ice cream with our Hon’ble PM @narendramodi ji🍦

And then , she signed up for an endorsement deal with Natural Ice Cream and commenced a strategic partnership with the #TasteTheOriginal movement on Social Media.

pvsindhu1

A post shared by @pvsindhu1

This followed weeks of legal wrangling with host of brands who had used PV Sindhu’s image following her winning bronze medal at Tokyo Olympics. Many brands took advantage of moment marketing and used her image or likeness to post congratulatory messages on social media. This illegal action by about 15 brands , according to Yashwanth Biyyala, Director – Talent and Partnerships at Baseline Ventures who are brand managers of PV Sindhu- has caused severe damage to Sindhu’s reputation and caused her monetary harm.

In an earlier newsletter on Reliance Jio Platform, I had hypothesised that Jio may be able to help RIL reach a Trillion Dollar valuation if they could crack the Brand Solutions through a Engaging Content Embedded Vertical Integration Strategy promised by an energetic and Likeable Leader. The key message was the interplay of content, commerce and carriage.

The rise of creator economy has three main dimensions- leveraging on fan following for distribution, content curation by crowd sourcing and re-intermediation. Community content curation is another development in passion economy that is transforming content consumption. Both YouTube and FaceBook have launched initiatives/products which have taken the lead from TikTok and Substack respectively. Youtube’s “Shorts” is a play on TikTok with similar formats and user experience. The future of creator-led brands would be determined by their leverage over fans, community content curation on scale and of course using the new intermediaries to create a new prosumer class.

To conclude, I think that going forward major brands will develop content creation as a core competency, and content creators would step up to develop retail operations as a core competency.

OTW

Over the Weekend, Aru released the first episode of her fortnightly podcast Tynkrring with XYZ. This is going to be focussed on her perspective of things in society and business. Please subscribe to her podcast on your favourite podcast app.
Apple Podcast, Spotify , Amazon Music, Google Podcast or even Substack.

If you would like to be a Friend of Tynkrr or share any ideas or messages, please drop in a message to her at aru@tynkrr.com. If you want to collaborate, message collaborations@tynkrr.com or DM at Instagram -  https://www.instagram.com/tynkrr_/

Do share your own content weblinks in the comments below.

You could also share any other content channel that you loved and would like to talk about.

I Love You

Shailendra

OTM

Opportunities through MountainSpeak are available at CallHealth & StratMed through Sangeet Gupta . Please reach out to him for any further details.

Jobs:

1. Sales Manager

minimum 4 yr work experience in corporate sales. Package - 7-14 lakh per Annum

2. Operation manager / key account manager- 2-6 yr work experience required. Package - 5-14 lakh per annum.

Experience in health care is preferred. Location - All metros.

Forward your resume on 9701313875 / Sangeet.gupta@stratmed.com