PPPPut It In a Box: Four Ps (#211)
Screentime Battles, TikTok Bans, Connection Marketing, and Artificial Interfaces
Once upon a time, in a land not so far away, there lived a brave bunch who valiantly fought against an enemy that seemed impossible to conquer…
I'm not talking about TikTok and the “Creatorverse.” Or even A.I.
(Though I will further down in this post.)
No, this formidable foe was none other than the alluringly-captivating-yet-destructively evil of screen time. Armed with their wisdom and love, this pioneering pack of parents embarked on a journey to limit their children's digital immersion. Little did they know, they were about to engage in a battle that was destined to test them unlike anything ever before.
SOMETHING PERSONAL: Epic Tale As Old As (Screen)Time
It all began innocently enough, with a simple cell phone bestowed upon their pre-teen as a tethered tool for increasing independence. Little did they suspect that this innocent gadget would act as the gateway to an entire world of digital distractions. Social media, addictive games, and endless dog videos soon hijacked their child's every waking moment. The parents tried to establish boundaries, but years of ingrained behavior thanks to an iPad, Nintendo Switch, PlayStation 5, Oculus headset, and laptop (and soon-to-be Apple Watch for a 12th birthday present) meant their efforts would only be met with eye rolls and sighs of exasperation.
Their pleas for moderation fell on deaf ears, drowned out by the siren call of endless YouTube videos and addictive apps. The parents wondered, "Who knew that a device could possess such hypnotic powers?" With games like Fortnite, parents witnessed their child transform into a virtual superhero, fighting mythical creatures and saving the world, all while forgetting the very existence of vegetables and homework. It seemed the parents were fighting a losing battle against a virtual universe that knew no bounds.
In case you haven't caught on, those parents are us. And in this familiar tale of parental woe, setting boundaries and establishing rules is easier than maintaining and enforcing them. The battle against screen time is uphill and it is constant. Limits and boundaries are but temporary fortresses easily breached by the forces of digital temptation.
So, dear parents, take solace in the fact that you are not alone. The battle against screen time is a shared struggle that unites parents across the world. But for you, I offer two tips:
A lockbox for devices: to stow from Monday to Thursday; pre-sent downtime and a program called OurPact that limits access in a variety of (by time, by app, etc.).
A valuable lesson: to find balance and appreciate the wonders of the digital realm while cherishing the importance of real-world connections.
And so, with a mixture of resignation, frustration, and adulation, these parents continue their quest to navigate the ever-expanding universe of screens. They may be fighting a losing battle, but they fight it with love, understanding, and the hope that, someday, their child might glance up from their virtual adventures and share a laugh or two with the real world around them.
SOMETHING POLITICAL: Stop the Ticking Clock on TikTok
Montana happens to be one of the least important states in the United States, and only 1 in 10 Americans can properly identify it on a map, but the more important question to ask is whether Montana is just the first domino to fall when it banned TikTok last week.
In the race to take on TikTok, the viral video platform used by millions of Americans, state and federal lawmakers are invoking concerns about national security and privacy. Personally, I've spent a great deal of time vacillating on this issue, and even personally deleted TikTok from my phone. But that's my choice, not that of the government. While their intentions may seem noble, the proposed ban is a misguided, political ploy that fails to address the larger issue at hand. By focusing solely on TikTok, we risk overlooking the broader landscape of surveillance and data harvesting practiced by numerous other platforms and diverting attention from the urgent need for comprehensive data privacy legislation.
The U.S. government's fervor to appear "tough on China" has led some politicians to advocate for building a domestic version of China's "Great Firewall." This knee-jerk reaction not only emulates the very censorship they criticize but also places the U.S. on a concerning path toward authoritarian internet control. Rather than adopting a thoughtful and nuanced approach, lawmakers are hastily pushing for unprecedented powers that could restrict technological choices and curtail freedom of expression for all Americans.
Beyond being an ill-advised response, the proposed TikTok ban is fundamentally unconstitutional. The First Amendment guarantees strong free speech protections, preventing the government from criminalizing an app that serves as a platform for expression and opinion. Private companies can enact censored restrictions. Governments cannot. Like other social media platforms, TikTok allows millions of users to exercise their right to free speech, making any attempt to ban it a direct infringement upon these rights. Prominent media outlets and public figures have embraced TikTok as a means of communication, further underscoring its importance as a platform for diverse voices.
But what about national security? Proponents of the TikTok ban argue that it will protect Americans from China's surveillance operations. However, this claim is unfounded and fails to recognize the global nature of data collection. Banning TikTok does not mitigate the risk, as the Chinese government can easily acquire similar data from other sources. The existence of unregulated data brokers in the U.S. means that personal information is readily available to anyone willing to purchase it. Rather than targeting a single app, efforts should be redirected towards comprehensive data privacy legislation that covers all platforms and protects individuals from indiscriminate data harvesting.
While TikTok has been singled out, it is crucial to acknowledge that numerous other platforms engage in similar data harvesting practices, and if China really wanted any of that data, they could figure out how to get it. And so can the American government. The rush to ban TikTok distracts from the urgent need to address the broader issue of commercial surveillance and government manipulation. By advocating for basic data privacy legislation, we can protect individuals from invasive data collection practices across all digital platforms, ensuring their privacy and security while still enjoying the benefits of technological innovation.
Though isn't it ironic that the one issue that seems to have bipartisan support is the one that our elected officials get wrong?
SOMETHING PROFESSIONAL: “Connection Marketing”
What a difference five years make. At last week's Social Media Week, the crowd was made up of agencies, technology vendors, and brand marketers. Just a lot less of them. From several thousand attendees in 2019 to several hundred in 2023, TikTok, Snap, YouTube, and Snap headlined the speaker roster, but we saw no presence whatsoever from Meta or Twitter.
But those in attendance were treated to a more creative experience than ever. Last year's theme was focused on Web3, and this year's focus was on Creators. Hence, its event title: "Creatorverse 2023," celebrating the power and influence of these cultural movers and shakers.
The industry has shifted. In today's bustling marketplace of attention, a new breed of power brokers has emerged, transcending the traditional realms of celebrity and media. They are the creators - individuals who possess the unique ability to captivate and sway the masses across the digital landscape.
With creators ushering in the era of "Connection Marketing," (a term I just made up so I never have to say “Creator Economy” again) there is both risk and reward. Public scrutiny and the intense glare of the spotlight are part and parcel of the public persona, regardless of whether it belongs to a renowned celebrity, esteemed athlete, or acclaimed actor. However, creators, in their role as gatekeepers, offer a distinct advantage - an unparalleled window into their lives. Unlike traditional media figures, these individuals lay bare their existence, offering a trove of content that grants marketers a profound understanding of their intricacies, preferences, relationships, habits, and beliefs. Authenticity is the only requirement.
For an industry where every letter of every post is scrutinized by Legal, Creator transparency sets them apart. Through their creations, whether videos, articles, artwork, or other forms of expression, they provide an immersive glimpse into their world, forging an unprecedented connection with their communities. This rich tapestry of personal narratives, experiences, and interactions allows brands to comprehend the multifaceted personalities they are aligning with. This transparent vetting process facilitates a deeper understanding than what traditional media figures can offer, enabling marketers to make more informed decisions in selecting the ideal creator for their brand. (Which is why agencies have become so important again... and why I joined Connec+s in the role that I did).
At Social Media Week, the panels discussed the inherent risks associated with Connection Marketing, but most were quick to point out that these issues can often be mitigated through a comprehensive understanding of a creator's persona. "Get to know us Get to know our followers." By investing time and attention in consuming the vast array of content shared by creators, brands gain valuable insights that assist in assessing compatibility, shared values, and brand alignment. This deep understanding serves as a safeguard against potential controversies, ensuring that marketers are well-informed and able to make calculated choices that resonate with their target audience.
Beyond safety, Connection Marketing simplifies the process of aligning brands with suitable personalities. Traditional media figures often carry layers of enigma and curated public images, making it challenging for marketers to discern the authentic traits and values that lie beneath. In contrast, creators' transparent nature removes this complexity, offering direct access to their real lives. Marketers can navigate through their content, perceiving the creators' genuine passions, interests, and affiliations, enabling effortless identification of individuals who genuinely resonate with the brand's ethos.
In the grand tapestry of Connection Marketing (is it catching on with you yet?), the role of creators as cultural curators and conduits is undeniably crucial, revolutionizing the way brands build meaningful relationships and capture the attention of their consumers in the digital age.
SOMETHING PRACTICAL: A.I. and Changing the (Inter)face of Engagement
While Artificial Intelligence was not the primary topic of Social Media Week, its presence loomed large. And it was highly polarizing: Some loved its ability to simplify and accelerate inputs; Others bemoaned the deluge of mediocre, weird content. But it's no longer just in the eyes of the beholder, but also our behaviors.
In the vast digital landscape, our interactions are often confined to standardized interfaces, whether we're partying with friends or conducting online banking. Currently, most digital interfaces share a common language of buttons, scrolling, likes, thumbs, numbers, and text. However, as A.I. and immersive web technologies mature, they will revolutionize our digital experiences. With the continuous advancement of A.I. and immersive web technologies, we are on the verge of a paradigm shift that will reshape digital interfaces, polarizing them into two distinct categories: utility and entertainment.
In the realm of utility, interfaces will undergo a profound simplification and abstraction. Rather than clicking buttons and navigating complex interfaces, we will communicate directly with A.I. agents. These agents will act as intermediaries, capable of understanding and executing our needs efficiently. By delegating tasks and receiving outcomes, users will be liberated from the constraints of traditional interface interactions. The future of utility interface design, when the primary user is an A.I. agent, raises fascinating questions and possibilities. How will these interfaces adapt to meet the needs of A.I. agents? How will they prioritize usability, efficiency, and trust in A.I.-driven interactions?
Entertainment interfaces will undergo a transformative enhancement, embracing higher-fidelity and immersive experiences. As A.I. and immersive web technologies evolve, interfaces for socializing, gaming, and content consumption will become more dynamic and engaging. Virtual reality, augmented reality, and interactive elements will blur the line between the digital and physical realms, offering users unprecedented levels of immersion. Playfulness and fun will be integral components of these interfaces, creating interactive environments that captivate and entertain users.
We're at a fork in the road. The ongoing evolution of A.I. and immersive web technologies marks a critical juncture for digital interfaces. This fork in the road signifies a divergence between utility-focused interfaces, which become streamlined and mediated by A.I. agents, and entertainment-focused interfaces, which become more immersive and engaging.
Shift happens... And this one will have profound implications for user experiences, shaping how we interact with digital platforms and influencing the design principles that guide interface development. Ultimately, this dichotomy in digital interfaces signifies a pivotal moment that will shape the way we navigate and interact with the digital world, ushering in a new era of personalized and immersive experiences.