The golden age of content may be hitting a reality check.
In content marketing, more isn’t always better. Disney recently admitted that focusing on quantity over quality for its Disney+ platform led to a loss of focus and viewer fatigue. This shift to prioritizing quality is now a key lesson for content creators.
“We all know that in our zeal to flood our streaming platform with more content, we turned to all of our creative engines, including Marvel, and had them produce a lot more,” Iger said.
This isn’t just a lesson for Disney; it’s a warning for all content creators and marketers: when the focus shifts from quality to quantity, audiences will notice. And the results aren’t always pretty.
The Pitfalls of Prioritizing Quantity
For years, Disney and its Marvel franchise pushed out content at a breakneck pace. They believed that the more they produced, the better they could satisfy their growing audience. However, this strategy had its drawbacks:
- Viewer Fatigue: The sheer volume of content overwhelmed audiences, who struggled to keep up with the endless releases.
- Declining Quality: In the rush to churn out new content, production quality suffered, and many shows or movies felt rushed or lackluster.
- Audience Disengagement: Fans began to feel like they were being bombarded rather than entertained, leading to disengagement.
Why Quality Should Be the Focus
In light of these challenges, Disney is now pivoting its strategy to prioritize quality content. This change makes sense for several reasons:
- Better Engagement: High-quality content resonates more deeply with audiences, leading to stronger emotional connections.
- Stronger Brand Loyalty: When content is valuable, it builds trust, leading to more loyal viewers who keep returning.
- Memorable Experiences: People remember exceptional content. High-quality productions are more likely to be shared, talked about, and recommended.
What Marketers Can Learn From Disney’s Shift
The lesson for marketers is clear: focusing on quality content delivers better long-term results. Here’s how you can apply this approach:
- Know Your Audience: Understand what your audience cares about and create content that delivers real value. Don’t just churn out material to fill quotas.
- Invest in Content that Lasts: Instead of flooding your audience with new content daily, focus on producing fewer, but more impactful pieces that leave a lasting impression.
- Consistency Matters: While quality is crucial, don’t let inconsistent posting be an excuse. Regular, high-quality content will create stronger relationships with your audience over time.
The Future: Quality-Driven Marketing
Disney’s pivot toward quality over quantity serves as a valuable lesson for businesses across industries. The era of overproduction is fading, and now more than ever, quality-driven strategies are the way forward. Whether it’s Disney, a small business, or a personal brand, focusing on creating valuable, meaningful content will help build a loyal, engaged audience.
Conclusion
In today’s content-saturated world, it’s clear that quality trumps quantity. Disney’s admission of losing focus while chasing quantity serves as a wake-up call. By prioritizing quality in your marketing efforts, you not only stand out from the noise but also build stronger, more lasting connections with your audience.
