The “selfie” moment at the Oscars in February was a significant one in social media and broadcast television in general. The photo received the highest amount of retweets in history, and all because host Ellen DeGeneres asked the audience to do so.
But the moment, which was actually part of a sponsored advertising deal with Samsung, could be even more significant than that – a new report suggests the “selfie” tweet could be worth as much as $US1 billion.
The claim comes from Publicis CEO Maurice Levy, whose advertising group works with Samsung. According to Hollywood Reporter, Levy said the tweet’s value reflects a significant change in modern media:
“Producers and directors have their independence and they do their work in their way, but at the same time we see a lot of directors that are doing TV series or movies for the big screen who are directing advertising,” he said.
The comment touches on not only the Oscar moment, but advertising in general. In order to penetrate social media, advertisers are having to come up with more professional content that can be portrayed as organic, in the hopes that its popularity will spread.
The obvious downside to this is that content portrayed too heavily as being sponsored is at risk of losing popularity, but the inverse is also true. Corporate content that appears organic and isn’t, such as the Oscar selfie, can receive its own negative response as well.
This type of mix between the corporate and the organic in advertising will only continue as social content becomes more important. The real differentiator will be in who does it well – and who fails in the process.