Increased Consumption | Thrival Guide 2023
Happy 2023,
You’ll see on this year’s updated data sheet, that there is one number we can’t ignore. One number that had us triple checking because it seemed entirely impossible. Google’s increase from 3.5 billion to 8.5 billion searches per day has me in two states:
Not surprised. More than ever, we are reliant on the internet to distinguish what is right, what is wrong, what is defined, what is news…and more.
Flustered that we are so reliant on our screens to define who we are and what we do. As a parent and a human, I wonder what this increase of consumption means for the next generation.
The increase of consumption means everything to your business strategy. You might make the most interesting and useful content for your audience but will they see it? There was a time you could create something meaningful and that alone would create viewership.
We might think that with the increase of consumption we have better odds and being seen but unfortunately, the opposite is true: it means we have an increase of content competition and the decrease of user attention span.
This Google number means two things that must be included when creating content:
Long-Term vs Short-Term: Think about how you will use the content in both of these ways. Don’t just choose one. If you have a blog post, for long term, set it for keywords that help you in long-term SEO search and monitor its progress. For short term, share it on Social Channels and tag the people involved to get the most traction.
Placement + Action: Think about how many steps it will take someone to get to your piece and think about the channel that best suits the action your user needs to take.
Reuse + Adapt: If you write an article, and it does amazing on LinkedIn you might think to put it on Instagram. However, linking it in the bio or story might get you little traction. Could you take that same article and adapt it into a reel?
Of course, continued change is upon us and the most important piece of advice I can give you is to keep being adaptable and flexible. You should have a committed relationship with your analytics. It doesn’t have to be overwhelming but enough to understand how your efforts relate to the influx of content and change in our world.
Lastly, I don’t mean to ignore all the other data in the room. Please feel free to download our 2023 Thrival Guide and Data Sheet here.
Wishing you the best throughout the remainder of January and 2023,
Anastasia