This has profound implications for products and politics. First and foremost, it is fundamentally misguided to simply view “digital” as another channel that you layer on top of traditional marketing/campaign tactics like TV advertisements. In fact, products and politicians designed for the TV age — that is, meant to be palatable to the greatest number of people — are at a fundamental disadvantage on platforms like Facebook. The products and politicians that win inspire passion, stirring up a level of engagement that breaks through on a scale that far exceeds an ad buy. To put it another way, above I mentioned “paid” media and “earned” media; what matters on Facebook is “inspired” media.
Politicians don’t need the media to reach people anymore, and people don’t make decisions based on rational thinking. It’s the new baking soda volcano.
This means national elections aren’t about policy anymore. They are about the gnashing of teeth and who can inspire more teeth to gnash.
Oddly, while we’re naturally attracted to big inspirational ideas, we tend to gravitate towards the rational when doing our own thinking or work.
And in doing so, we risk being ignored.
Every election since the turn of the century has swung based on inspiration and connection. Whoever has the bigger idea will win.