News Analysis

Audience Is Dead, Long Live Active Content Consumers

Today's hyperactive users present brands with exponentially more opportunity than the passive audiences of years passed. On YouTube, users are seeking out and finding the content they want with no direction. To tell your brand's story there, focus on what happens to that story after it’s told.
    Related:
  • Social Networking Apps
  • Marketing
  • YouTube
Matt Kapko has been writing about technology since before the dawn of the iPhone, and covering media well before it was social. Matt lives with his wife in a nearly century-old craftsman in Long Beach, Calif. He can be reached on Twitter: @mattkapko or by email: matt@kapko.co.