{"id":604,"date":"2016-05-03T15:05:26","date_gmt":"2016-05-03T15:05:26","guid":{"rendered":"https:\/\/fluorlifestyle.com\/en\/?p=604"},"modified":"2016-05-03T15:07:01","modified_gmt":"2016-05-03T15:07:01","slug":"the-callenge-for-relevant-content-in-an-algorythmical-universe","status":"publish","type":"post","link":"https:\/\/fluorlifestyle.com\/en\/the-callenge-for-relevant-content-in-an-algorythmical-universe\/","title":{"rendered":"The challenge for relevant content in an algorythmical universe"},"content":{"rendered":"

\"img_post_eng_elena_neira\"<\/a><\/p>\n

A few weeks ago Instagram said goodbye to its chronological feed, which, up to then, had\u00a0displayed user updates in order of publication. The new model, which is being implemented\u00a0progressively, employs an algorithmic selection criterion<\/strong>. In practice this means that we will\u00a0first see the content that the network considers most interesting to us, that is, posts will be\u00a0chosen based on filters that take into consideration the people that you follow, the nature of\u00a0the content with which you have the most interaction or the context of the publication.<\/p>\n

 <\/p>\n

And\u00a0Instagram has not been the only one.<\/strong> Shortly before, Twitter<\/strong>, the par excellence real-time\u00a0network, had decided to sophisticate its “While You Were Away”; feature and launched an\u00a0algorithmic timeline, which, although activation was voluntary, unleashed a rage in users.\u00a0#RIPTwitter<\/a> became a trending topic.<\/p>\n

<\/p>\n

The selection of publications by algorithms is already a common feature of the most popular\u00a0social networks. This trend is the inevitable consequence of the popularization of the use of\u00a0these platforms, an increase in the number of users and the consequent collapse of organic\u00a0reach. The greater the number of active profiles, the greater the volume of content<\/strong> and, by\u00a0extension, the greater the likelihood is of users receiving updates that are of not interest to\u00a0them, and this is what ultimately discourages the use of the network itself.<\/p>\n

 <\/p>\n

Furthermore, we\u00a0are experiencing a new model for the distribution of digital and social content imposed by the\u00a0smartphone, in which information circulates on mass and very rapidly. This has meant that, in\u00a0practice, fewer publications capture our attention and that we are less likely to delve into\u00a0these. That is, in scenarios saturated with compulsive scrolling and swiping, the user receives\u00a0more information, but sees less than ever before.<\/strong><\/p>\n

 <\/p>\n

This change of approach, where content visibility is dependent on its relevance, is forcing\u00a0brands into a comprehensive rethinking of the design of promotional strategies. No longer will\u00a0it be enough to post quality content with a consistent and capable brand identity, to be able to\u00a0generate quick and frequent reactions. We will have to fight for users\u2019 attention as though\u00a0competing in a popularity contest.<\/strong> It will become crucial to involve the audience as much as\u00a0possible and try to build a relationship across the entire value chain of content generation.\u00a0Telling stories that provoke a visceral and profound response will be almost as important as\u00a0good graphics when generating the ever-desired emotional connection that makes the content\u00a0visible and relevant.<\/p>\n

 <\/p>\n

Relevance<\/strong>, even if it eliminates organic reach, is a great opportunity to create a more fluid\u00a0relationship with users, and is the best way to turn them into a decisive lever in the\u00a0transmission of information and the amplification of our influence.<\/strong><\/p>\n

 <\/p>\n

Elena Neira<\/a> has a Graduate of Law and Communication.\u00a0<\/em>Professionally linked to the communications media from\u00a02000. She began her career at Grupo Zeta, in the department of communication, market\u00a0research, and publishing. She then went on to work as Marketing Director for the film\u00a0distributor Wide Pictures. Currently she collaborates as an independent consultant for various\u00a0companies in the publishing and audiovisual sector. She is an expert in online marketing, social\u00a0networking and technology, a University lecturer for Audiovisual Distribution and Marketing,<\/em><\/p>\n

 <\/p>\n

Promotions and Advertising. She has given various courses and lectures and participated in\u00a0round table discussions for the program Catalunya MEDIA, Seville Film Festival, FICOD, Liber,\u00a0iRedes, eConed, Comunica2 and Catalonia\u2019s International Festival of Fantastic Film.\u00a0She is a member of Audiovisual Innovation, and author of The Social Spectator, Social networks\u00a0for promoting film, and The Other Screen, Social networks, mobiles and the new television. She\u00a0has also coordinated work on the book Marketing for Films, How to promote a film in a digital\u00a0environment.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A few weeks ago Instagram said goodbye to its chronological feed, which, up to then, had\u00a0displayed user updates in order of publication. The new model, which is being implemented\u00a0progressively, employs an algorithmic selection criterion. In practice this means that we will\u00a0first see the content that the network considers most interesting to us, that is, posts … Continue reading The challenge for relevant content in an algorythmical universe<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[70],"tags":[69,71,72,73],"yoast_head":"\nThe challenge for relevant content in an algorythmical universe - FLUOR: Connect + Develop + Innovate<\/title>\n<meta name=\"description\" content=\"Relevance, even if it eliminates organic reach, is a great opportunity to create a more fluid relationship with users.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fluorlifestyle.com\/en\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The challenge for relevant content in an algorythmical universe - FLUOR: Connect + Develop + Innovate\" \/>\n<meta property=\"og:description\" content=\"Relevance, even if it eliminates organic reach, is a great opportunity to create a more fluid relationship with users.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/\" \/>\n<meta property=\"og:site_name\" content=\"FLUOR: Connect + Develop + Innovate\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/fluorlifestyle\" \/>\n<meta property=\"article:author\" content=\"fluor\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-03T15:05:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-05-03T15:07:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fluorlifestyle.com\/wp-content\/uploads\/2016\/05\/img_post_eng_elena_neira.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FLUORlifestyle\" \/>\n<meta name=\"twitter:site\" content=\"@FLUORlifestyle\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Administrador\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fluorlifestyle.com\/#website\",\"url\":\"https:\/\/fluorlifestyle.com\/\",\"name\":\"FLUOR: Connect + Develop + Innovate\",\"description\":\"We are the largest creative innovation agency in the world\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fluorlifestyle.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/fluorlifestyle.com\/wp-content\/uploads\/2016\/05\/img_post_eng_elena_neira.png\",\"contentUrl\":\"https:\/\/fluorlifestyle.com\/wp-content\/uploads\/2016\/05\/img_post_eng_elena_neira.png\",\"width\":700,\"height\":368},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#webpage\",\"url\":\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/\",\"name\":\"The challenge for relevant content in an algorythmical universe - FLUOR: Connect + Develop + Innovate\",\"isPartOf\":{\"@id\":\"https:\/\/fluorlifestyle.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#primaryimage\"},\"datePublished\":\"2016-05-03T15:05:26+00:00\",\"dateModified\":\"2016-05-03T15:07:01+00:00\",\"author\":{\"@id\":\"https:\/\/fluorlifestyle.com\/#\/schema\/person\/1b0563d4d0716d07840dadc5945bc9d9\"},\"description\":\"Relevance, even if it eliminates organic reach, is a great opportunity to create a more fluid relationship with users.\",\"breadcrumb\":{\"@id\":\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/fluorlifestyle.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The challenge for relevant content in an algorythmical universe\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/fluorlifestyle.com\/#\/schema\/person\/1b0563d4d0716d07840dadc5945bc9d9\",\"name\":\"Administrador\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/fluorlifestyle.com\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/4094f700fc9175e3e68f875d583ac9f2?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/4094f700fc9175e3e68f875d583ac9f2?s=96&r=g\",\"caption\":\"Administrador\"},\"sameAs\":[\"fluor\"],\"url\":\"https:\/\/fluorlifestyle.com\/en\/author\/fluor\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The challenge for relevant content in an algorythmical universe - FLUOR: Connect + Develop + Innovate","description":"Relevance, even if it eliminates organic reach, is a great opportunity to create a more fluid relationship with users.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fluorlifestyle.com\/en\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/","og_locale":"en_US","og_type":"article","og_title":"The challenge for relevant content in an algorythmical universe - FLUOR: Connect + Develop + Innovate","og_description":"Relevance, even if it eliminates organic reach, is a great opportunity to create a more fluid relationship with users.","og_url":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/","og_site_name":"FLUOR: Connect + Develop + Innovate","article_publisher":"https:\/\/www.facebook.com\/fluorlifestyle","article_author":"fluor","article_published_time":"2016-05-03T15:05:26+00:00","article_modified_time":"2016-05-03T15:07:01+00:00","og_image":[{"url":"https:\/\/fluorlifestyle.com\/wp-content\/uploads\/2016\/05\/img_post_eng_elena_neira.png"}],"twitter_card":"summary_large_image","twitter_creator":"@FLUORlifestyle","twitter_site":"@FLUORlifestyle","twitter_misc":{"Written by":"Administrador","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/fluorlifestyle.com\/#website","url":"https:\/\/fluorlifestyle.com\/","name":"FLUOR: Connect + Develop + Innovate","description":"We are the largest creative innovation agency in the world","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fluorlifestyle.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#primaryimage","inLanguage":"en-US","url":"https:\/\/fluorlifestyle.com\/wp-content\/uploads\/2016\/05\/img_post_eng_elena_neira.png","contentUrl":"https:\/\/fluorlifestyle.com\/wp-content\/uploads\/2016\/05\/img_post_eng_elena_neira.png","width":700,"height":368},{"@type":"WebPage","@id":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#webpage","url":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/","name":"The challenge for relevant content in an algorythmical universe - FLUOR: Connect + Develop + Innovate","isPartOf":{"@id":"https:\/\/fluorlifestyle.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#primaryimage"},"datePublished":"2016-05-03T15:05:26+00:00","dateModified":"2016-05-03T15:07:01+00:00","author":{"@id":"https:\/\/fluorlifestyle.com\/#\/schema\/person\/1b0563d4d0716d07840dadc5945bc9d9"},"description":"Relevance, even if it eliminates organic reach, is a great opportunity to create a more fluid relationship with users.","breadcrumb":{"@id":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/fluorlifestyle.com\/el-reto-de-la-relevancia-del-contenido-en-un-universo-algoritmico\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/fluorlifestyle.com\/en\/"},{"@type":"ListItem","position":2,"name":"The challenge for relevant content in an algorythmical universe"}]},{"@type":"Person","@id":"https:\/\/fluorlifestyle.com\/#\/schema\/person\/1b0563d4d0716d07840dadc5945bc9d9","name":"Administrador","image":{"@type":"ImageObject","@id":"https:\/\/fluorlifestyle.com\/#personlogo","inLanguage":"en-US","url":"https:\/\/secure.gravatar.com\/avatar\/4094f700fc9175e3e68f875d583ac9f2?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4094f700fc9175e3e68f875d583ac9f2?s=96&r=g","caption":"Administrador"},"sameAs":["fluor"],"url":"https:\/\/fluorlifestyle.com\/en\/author\/fluor\/"}]}},"_links":{"self":[{"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/posts\/604"}],"collection":[{"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/comments?post=604"}],"version-history":[{"count":4,"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/posts\/604\/revisions"}],"predecessor-version":[{"id":621,"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/posts\/604\/revisions\/621"}],"wp:attachment":[{"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/media?parent=604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/categories?post=604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fluorlifestyle.com\/en\/wp-json\/wp\/v2\/tags?post=604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}