Roadmap: Curating the internet

curation platforms are creating opportunities for emerging products, creators, and artists to be discovered, opening up the universe of products and contents that are discoverable to consumers by creating new high-quality supply.

curation platforms are also able to achieve unique relationships with their end consumers. They win trust by limiting supply and creating opportunities for consumers who were traditionally more passive users of the internet to participate more actively by lowering the barrier to entry for “curation as creation.”

the future of content curation will reduce the friction of search and reduce the self-education required to navigate the internet.

In August of 2021, Statista reported that in an “internet minute,” Facebook users shared over 240,000 photos, Twitter users posted 575,000 tweets, and Discord users sent 668,000 messages. In the same internet minute, TikTok users watched 167M videos, Facebook Live videos received 44M views, and users conducted 5.7M Google searches.

4. The increasing power of algorithm-driven curation. Today, curation is also being enabled and accelerated by the use of increasingly powerful personalization algorithms. One of the best current examples is TikTok’s “For You” page which uses a powerful algorithm to show users the content they want to see.

3. The increasing importance of online identity, and the rise of “nicheworks.’’ As online identity becomes increasingly important and consumers are more bought in than ever to their online identities and communities, curation has emerged as a form of self-expression that sits in between consumption and creation, reports Brian Solis for Fast Company... See more

2. Decreasing trust in large social and search companies. Concurrent with the rise of creator-driven discovery is a general sense of dwindling trust in the companies consumers have historically relied on to find online content and products.

1. The emergence of creators as vertical-specific search engines. Creators are often the entry point of choice for people on the internet.

There are four trends accelerating the demand for curation.