The Audience Revolution

Today, we are experiencing a fundamental shift in business and how people connect with brands, as well as each other on a global, peer-to-peer basis.

In the 1800’s society went through what is referred to as the Industrial Revolution. Factories, machines, and well-organized work forces were now performing what was once done by hand in massive quantities.

Throughout the 1900’s we experienced the Information Age. Society now was adding the power of computers and metadata to further streamline manufacturing, marketing, and distribution of goods. Not only did the technology itself evolve, but so did the access to this technology to billions of people.

The Audience Revolution

Now, we see a new revolution, the Audience Revolution. Social media has not only defined how we communicate, but has built tribes around brands, topics, and causes across the entire world.

No longer are we confined to a membership by country, religion, or school, but we are now connected through social channels around socially based causes and interests.

Moreover, decentralization of technology, as we now see with bitcoin and blockchain, is allowing audiences to verify data and create currency, outside the control of traditional institutions.

Audience Is Power

Audiences have power, choices and the ability to greatly influence others.

Audiences are not only in more control, they are tech savvy. Audiences seek how they can better leverage emerging technologies and social channels to better connect with and change their world. 

In the age of easy internet participation and citizen journalism, professional creators share space, and sometimes attention with the public. 

American journalist Jeff Jarvis said, "Give the people control of media, they will use it. The corollary: Don't give the people control of media, and you will lose. Whenever citizens can exercise control, they will." 

Tom Curley, President of the Associated Press, similarly said, "The users are deciding what the point of their engagement will be — what application, what device, what time, what place."