What You Don't See
How can your work not just be seen, but experienced?
We don't see 99.9% of the world around us. Our consciousness filters out the non-essential stuff. If it didn't, our brains would explode trying to process everything. If it didn't, we'd be tired all of the time.
You likely don’t hear the hum of the refrigerator or the whirr of your laptop fan. The sound is there, but your mind isn’t paying attention to it. If it were, you wouldn’t get anything done.
This video by photographer Jamie Windsor brings up some good points about how we translate this idea of “seeing” and attention to platforms like Instagram:
I don’t think Instagram has ever shown me the same picture twice. Of course, that’s not what Instagram is designed to do. The medium of Instagram is designed to hold my attention on a screen to show me ads now and again. The more I look at their app, the less time I’m looking elsewhere. At this point, the content everyone wants to show me is merely a consequence of the grand social media playbook.
It’s impossible to experience something if you don’t first see it, and most of today’s ecosystem is geared toward you seeing a very refined set of things that you might not care to experience.
How does this translate to Content For The Greater Good?
Every advertisement or marketing play has content at its core. Every brand wants their content seen and read and consumed. Advertising works, but no one wants to feel like they are being advertised to. Yet, everyone loves when they can be a part of an experience.
In a world where so much is viewed through a three-inch screen, what can be *experienced*?
Photographers put loads of work into making their latest photo shoot look fabulous on a three-inch screen. The right caption, the right hashtags, how can this photo match the color profile they are going for? A lot of questions are asked and answered long before the image is uploaded. Most of us scroll by, an image every second. Once the picture hits the top of my screen it is released into the ethereal abyss, never to be seen again.