By Adam Met
When was the last time you didn’t avoid an advertisement before a YouTube video? And when was the last time you watched a video all the method to the end? What would it take to keep you engaged?
In an era when limitless streams of digital content are completing for our attention, a person’s time is a valuable currency.
Borrowing from my musical career, AJR’s goal is to make tunes, develop shows, post social media content that is more satisfying than that of the next artist. Or more binge-worthy than Netflix, more gratifying than the McRib (or the Beyond McRib), or cuter than Infant Yoda We continue to challenge ourselves to produce something that will hold individuals’s attention; the audience’s time is the genuine value, and cash is a byproduct.
If we see an individual’s attention and time as the source of genuine value, then we ought to provide something in return for their time. How about a dedication to making the world a better place?
Consider it: What if you knew that if you watched a video all the method through, a kid in Haiti would be provided a complete year’s worth of school products? What if, in return for you enjoying a complete video, a household in Uganda would have clean drinking water for a month? Would you view? If watching the whole of a 30- second advertisement at the start of a YouTube video ensured that a koala would be conserved from the Australian bush fires, or a pound of plastic is eliminated from the ocean and recycled, would you avoid it? Maybe not.
This unlocks to an entirely new technique to worldwide development: baking social good into business of digital content. Everyone wins: You, the viewer, more than happy understanding that your time was truly well invested. The advertiser mores than happy since they understand you watched their ad. And a sea turtle is delighted due to the fact that his waters are a little cleaner.
It’s equally helpful marketing, a new frontier in social marketing. Advertisers have a genuine reward to do this: Millennials and Gen Z think it is important to buy from companies that take social obligation.
I’m putting this design to the test with the United Nations’ Global Objectives Seven celebrity activists handled 7 causes with 7 different innovative storytelling strategies: music, dance, comedy, sports, and even managing. Through their own unique storytelling design and skills, each artist reaches countless people across numerous platforms. For every single viewer who watches any of these videos all the way to the end, we’ll donate $1 to a series of sustainable charities.
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This idea is not, certainly, the one and only method to use social media to drive international excellent. But it is at least one practical option for doing something about it in a new way, adapting digital media to the evolving behaviors and preferences of an audience who appreciates creating a simply and better world,
Our time is important and we only have actually restricted amounts of it. So let’s not just spend it wisely, but also invest it in the future.
Adam Met belongs to the band AJR, Executive Director of Sustainable Partners, Inc., and a United Nations Development Program Advocate.
The UNDP is a Mashable partner.
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