Terms of Service with Chris Martin

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Everything Is Downstream of Content

The internet used to reflect offline life. Now the opposite is happening.

Chris Martin
Jan 18
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Everything Is Downstream of Content
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If you haven’t done so, and you find my writing helpful, would you consider preordering Terms of Service, my book about the social internet, how it changes us, and what we can do about it? It releases in just a couple of weeks, and it would be a great help to me if you’d consider preordering it.

Thank you.


We watched a lot of the news in my house when I was a kid. As an elementary schooler I was watching Charlie Gibson and Diane Sawyer anchor Good Morning America every morning as I ate my Pop Tarts and packed my backpack. ABC’s World News Tonight with Peter Jennings was on every night in the background as we ate dinner. For some families, having the news on during dinner may sound distracting and even downright wrong, but I seem to remember it leading to a lot of good conversation about life, the events of the world, and how the world works. I think it was actually pretty central to my development as a person, and I’m grateful for it.

I don’t watch the news much anymore mostly because I don’t watch live TV much anymore unless I’m watching a sporting event. But in the last decade or so, when I catch the news on one of the TVs at the gym, in the airport while traveling, or elsewhere, I’ve noticed how much of their coverage is dedicated to “what went viral.”

Following a harrowing report of an attempted coup in a far country (or perhaps our own), David Muir, the current host of World News Tonight, may be heard saying:

But now, in lighter news, a family is celebrating tonight as their dog Roscoe has returned home after a harrowing adventure down a river beside the Jones home.

[cut to B-roll of rushing water alongside Jones home]

Rob Jones of Fayetteville, Arkansas posted an urgent call for help [show screenshot of Facebook post] as he watched the family dog, Roscoe, jump into the river that runs along the back side of the Jones home.

[cut to silent B-roll of Tim Johnson being interviewed]

Tim Johnson, a neighbor who lives two miles down the river from the Jones family saw the dog and was able to pull him to safety.

A video—look at this—[cut to viral Roscoe video] of Tim and his wife Tina returning Roscoe to the Jones family went viral after the dog jumped out of their truck and sprinted back to his family.

Aww.

[cut back to Muir]

A dog truly is a man’s best friend.

That’s all we have for you tonight. Thank you for watching World News Tonight.

That example isn’t real, but it could be! I wasn’t able to find any clips to share, but I have seen almost this exact scenario on a few different local and national broadcasts.

More and more it seems like online content is driving not only offline content, but offline life in general.

Once upon a time, in the early days of the social internet, what happened on the internet felt like more of a reflection or commentary on what happened off of the internet. Blogs about world events. Video highlights of sports. The internet was a virtual version of “real” life offline. The earliest days of the social internet felt like it reflected culture more than it created culture.

This is no longer the case.

Life is Downstream of Content

In a recent edition of his newsletter Garbage Day, writer Ryan Broderick reflects on this phenomenon:

Whether we want to admit it or not, now, and possibly for the rest of our lives, the machinery of our various societies will operate downstream from content. This didn’t happen overnight. It’s a process that I would say started at some point between the first Myspace band to secure a major label record contract and Barack Obama’s presidential campaign, before it really go going by the time the Oreos Super Bowl moment happened, and then completed itself at some point between the release of Olivia Rodrigo’s “Driver’s License” and Kyle Rittenhouse’s appearance this week at Turning Point USA’s conference. For non-American readers, I’m confident you can replace those references with your own cultural equivalents.

What does it mean for life to be “downstream of content”? It looks like online content happening first and offline reactions/commentary happening second. Really we saw life being downstream of content throughout the presidency of Donald Trump—how much of the news and American political commentary was driven by what the president posted to Twitter? Too much of it! That is life being downstream of content.

Water Falls on Brown Rocky Mountain

How often is your local news or even national programs like World News Tonight and Good Morning America covering viral videos of heartwarming or disturbing events? This is life downstream of content…and it’s entertaining, which is great for TV news!

I’ve often joked that the way you win the internet is being invited on the Ellen show. It’s a joke, but not really. Though most people wouldn’t admit it, many normal social media users like you and me secretly hope that cute video of their dog or kid goes viral and they get asked to appear on Ellen, at which they will receive a check, for some unknown reason, from one of the show’s sponsors.

Don’t believe me? Here are some I found:

  • Ellen Meets Family from Viral Good News Video

  • Viral Cruise Ship Kid Dancer Wows Ellen!

  • Ellen Meets Viral College Acceptance Brothers

  • Ellen's Million Dollar May Surprise for an Incredible Family of Viral Dancers

  • Viral London Tube Singer Performs ‘Shallow’

  • Ellen Has a Big Surprise for Viral McDonald’s Pranksters

  • Viral Kid Drummer Rocks the House

Here’s my search of the word “viral” in Ellen’s YouTube archive. There are countless videos. I tried counting and I stopped at 50. Of course, one of the first instances of a viral video leading to someone being a guest on Ellen’s show resulted in Justin Bieber. Here is Bieber’s first appearance on the show, in which they discuss him going viral on YouTube…before that was the backbone of Ellen’s show.

Anyway, getting on Ellen is how you “win” the social media game that so many people play. This is life downstream of content.

Pay attention to how many Super Bowl ads this year have some sort of social media campaign attached to them, perhaps in an attempt to go viral. Will some brand begin their advertising campaign on social media throughout the month of January and then culminate it with a 30-second spot during the big game like Planters from a few years ago? Maybe. That would be life downstream of content.

Non-fungible tokens? Those digital goods that people are purchasing with cryptocurrency and will be used for offline experiences and access in the very near future? That is life downstream of content.

The Ultimate Example: Old Town Road

When Lil Nas X created “Old Town Road” he created one of the most popular songs of the last decade. Here’s how he did it:

Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
💡The marketing genius of Lil Nas X THREAD ...

February 4th 2020

2,879 Retweets7,248 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
1/ When Lil Nas X dropped out of college to pursue music he didn’t write many song. His sole focus was on growing an audience. He lived on Twitter, made friends, and got popular posting memes. Quickly his account grew to 30,000 followers.

February 4th 2020

89 Retweets602 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
2/ The plan was to use his following to promote his music. But it wasn’t that simple. “I’d post a funny meme and get 2,000 retweets. Then I’d post a song and get 10.“ — @LilNasX

February 4th 2020

52 Retweets348 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
3/ So Nas got creative. He stopped tweeting SoundCloud links and started writing a song he could promote through memes. “It had to be short. It had to be catchy. It had to be funny.“ — @LilNasX

February 4th 2020

52 Retweets368 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
4/ Old Town Road was the result. Nas paired it with a video of a dancing cowboy and shared it with his followers:

MONTERO 🦋 @LilNasX

country music is evolving https://t.co/BEZIw3TE8l

February 4th 2020

63 Retweets593 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
5/ The video went viral. So Nas stuck to this formula: • Short viral videos • To the tune of Old Town Road • Full song linked underneath As an unknown artist, it was the only way he could get the word out. And the views started piling up.

February 4th 2020

50 Retweets545 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
6/ Inspired by Old Town Road's success on Twitter it spread to TikTok, and even onto Billboard’s country music charts. Yes, the country music charts. Nas listed it as a country song aware that the charts were less competitive.

February 4th 2020

40 Retweets417 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
7/ One week later Billboard removed it for “not being a country song”. Ironically, this was the best thing that could have possibly happened. Billboard's decision turned Old Town Road into a national talking point and two weeks later it was No. 1.

February 4th 2020

47 Retweets472 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
8/ Nas wasn't stopping. He lined up remixes with some of music's biggest stars. Billboard has a loophole where remix plays count towards the original song's chart placement. With every remix millions more streams poured in, and Old Town Road became impossible to budge.

February 4th 2020

43 Retweets406 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
9/ 17 weeks later he'd broke Mariah Carey’s record for the most consecutive weeks at No. 1. It’s easy to forget what an extraordinary story this is. 5 months earlier, Nas was a college dropout sleeping on his sister’s couch with a negative balance in his Wells Fargo account.

February 4th 2020

61 Retweets583 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
10/ “A lot of people like to say a kid accidentally got lucky. No. This was no accident.“ — @LilNasX The more I learned about Nas the more I believed him.

February 4th 2020

71 Retweets668 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
11/ A key moment in Old Town Road's rise was a video of a man standing on a galloping horse going viral on Twitter. The audio was set to Old Town Road. Different versions of the video were viewed millions of times.

February 4th 2020

36 Retweets245 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
12/ I wanted to know how the video spread, so I did some digging and found it first posted on the 24th December: I asked the Twitter user why he made the video. He told me Nas had DM'd him the idea. But it doesn't end there ... https://t.co/BkrVe1TIrl

. @audemarju

“take your ex back or listen to country music?” https://t.co/yTqd12nolB

February 4th 2020

39 Retweets252 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
13/ Aware that people watching the video would search the full song, Nas changed the song title on YouTube and SoundCloud to include the lyric from the viral video. He also posted the lyric on Reddit which ranked on Google:
Image

February 4th 2020

47 Retweets356 Likes
Twitter avatar for @GoodMarketingHQHarry's Marketing Examples @GoodMarketingHQ
14/ Things didn’t happen to Nas. Things happened because of Nas. Virality is not mystical. Take a peek behind the curtain. Nas is sitting in his underpants, on his sister's couch, iPhone in hand, making the whole thing happen.

February 4th 2020

95 Retweets706 Likes

So yeah…that’s life downstream of content. A perfect example of it, really. A similar situation actually happened with another song via TikTok recently.

What Is Real?

As I wrote back in December, we need to do away with the idea that online life isn’t “real life.”

For good or for ill, what happens online is affecting what happens offline more than ever before. Where once the internet was a sort of response to life’s call, now, much of life is a response to the internet’s call.

I’ve quoted this a lot the last six months or so, but Bo Burnham is brilliant in his special Inside when he says, “The non-digital world is merely a theatrical space in which one stages and records content for the much more real, much more vital digital space.”

Pay attention to how internet content is affecting your life offline. You may be surprised at just how much it does.

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Writes Default Wisdom ·Feb 11Liked by Chris Martin

What a great post, I think you're totally right. I was reading a super old essay in a cyber-zine from the 90s that anticipated this phenomena. It's crazy how prescient early internet users were.

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