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Executive Report - By Thomas Baekdal - February 2015

Tapping Into The Network Effect

If you want to see what the future of media will be like, there is one place where that is more apparent than anywhere else, and that is on YouTube.

No, I don't mean YouTube itself, nor how it functions as a site or as a platform. YouTube as a whole is mostly crap, but within it is a growing movement of independent creators, who act in a way that is incredibly exciting for the future of media. Unlike on other social networks, where people are constantly being pushed to towards ever more shallow interactions, YouTube allows people to focus on long term value.

As such, YouTube is a wonderful place to learn about what really works when it comes to audience development.

If you want to know more about this future of individual media, I have already written two Plus reports about it:

In this article, however, we are going to look at one specific form of audience development that we could all learn from. I call it the network effect. And while this phrase can be used to describe many things, this specific type of network growth uses the momentum of each individual's network, to enhance each that of others.

So, how does this work? And what do you need to do in order to get in on it?

Amazing people doing amazing things

First, let me introduce you to a truly remarkable guy. His name is Peter Hollens. He is an a cappella singer, meaning that he reproduces every single instrument and sound using only his own voice and body.

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Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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