A young football player

In football you want to recruit the youngest talent possible. Before they had the time to get experience, you would train then and coach them. You would use their age to both parties advantage and you would do your absolute best to make sure the young talent got their chance to so the world what they can do.

In business in the other hand. Too many people think the complete opposite. Your to young, you don’t have enough experience. Sorry, I can’t take the risk to give you a chance.

Young talent is on of the best assets we have. Both in football and business. And if you guide them and give them a chance. Magic will happen.


Facebook Instant Articles on blogs

United Influencers have been rolling out Facebook Instant articles the last three weeks to our influencers blogs. It’s still in a early testing phase but so far we are seeing a better organic reach and higher click throug rate (CTR). 

The way we consume the web is changing at its important that we as a media house evolve with it. Content should no longer be bound to a fixed frame but set free. 

Facebook instant articles and Google AMP is some of the steps we are making to make sure we stay ahead of the competition. 

A blog is no longer a blog. It’s content that will adapt to the context and the platform it is consumed within. 

I’ve been following the blog space for 15 years now. This is actually the biggest shift I’ve seen since 2007. Exiting times!


You don’t own what you rent

I’ve been spending a lot of time thinking about renting stuff vs owning stuff. Both in real life, and in the world of marketing. It turns out, that it’s not that big of a difference.

When you rent an appartement, you quickly forget that it’s not yours. You start to settle in, decorating and setting your mark. You might rent for years, until suddenly you get a message from the owner that it’s time to move out. And you have to pack all your stuff, and start fresh somewhere else.

This is the same when you establish your business, build your audience and serve your community on places you don’t own yourself. Like Facebook, Instagram or SnapChat – these are all channels that you do not own. And that you can get kicked out of anytime, or if not kicked out they decided to change up something you don’t want them to.

Lists of emails and websites are different. You own them, and you can do what ever you want with them. So don’t bet all on a place you don’t own, because before you know it you have to move and start over.


Audience vs Community

The last years I’ve been talking a lot about building an audience instead of generating traffic. It’s a big difference, and it’s important to understand that difference.

Traffic is just passing by, an audience choose to consume your content. They are waiting to learn, be entertained and be inspired.

The ultimate goal tho, is not to have an audience. It’s to build a community around you, a tribe.

The difference between an audience and a community is easy to understand, but hard to achieve. But it’s easier if you constantly remind yourself about the difference.

An audience stays as long as your perform, a community stays as long as you serve.


What’s a brand?

There is a distinct difference between a logo and a brand. Everyone can create a logo, but not everyone are able to create a brand.

A logo can be made by the best designers in the world, or by a total newbie in paint.

A brand on the other hand, have to be earned.

The difference is simply, a logo is just a logo – but a brand is a logo, with an audience.


Connecting to people is easy

Connecting to people is becoming easier and easier. I can reach out to most people in any given city with any given interest via Facebook ads for a few bucks within 30 minutes. I can make sure the right people watch my YouTube video by paying it to be a pre-roll or a recommended video.

So connecting to people is easy, but connecting WITH people is hard. And have never been harder.

We live in an information overload society where people’s actual attention, and building a relationship is really hard.

At the same time a connection with someone, a real relationship have never been worth more.

Don’t connect to, connect with.


More about the story then the telling

It fascinates me how focused most people are about what platform they should be using. 

Is Facebook the right place to put it? Maybe my blog, or I heard snapchat is really growing. 

At the end it does not really matter what platform you use. Or if it’s text, video or sound. 

What matters is the story you are telling, not the way you tell it. 

Great stories will always be shared. So share the best stories you have. 


Youtubers are the new artists

In Norway there’s a tradition of big artists releasing their new album and then touring the country, going from shopping mall to shopping mall. Big lines pile up with screaming kids and parents waiting to be entertained.

Security would have to escort the artists backstage, on to the stage and keep the crowd under control while the artists signed their albums after the show.


I see the same thing these days, only the artists have almost disappeared. Now it’s popular gamers or bloggers from YouTube that are creating big lines of screaming fans. Security is even tighter than when a best-selling artist is visiting and the lines are even longer to get an autograph.

Interesting how things change, yet so much stays the same.