News: Telling stories online comes in different shapes

Written by Mathys van Abbe on December 9th 2013 at 13:25 UTC.

There are 1440 minutes in a day.
The average person should spend around 31% of those minutes sleeping.

According to several studies (emarketer 1, emarketer 2), of the remaining 1000 minutes, between 20% to 40% (more than 6 hours hours a day!) is spent in front of screens, gaming, texting, browsing, social media, email.

How are these minutes spent?

The (social media) companies and publishers are fighting for the attention span of 180-360 minutes of individual users.

It is important to think about how much time is needed to consume a unit of the used media. (CPU = consumption time per unit)

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Different shapes

The different social platforms use expression technologies in different shapes, basically:

1. Tweets or Pictures/Instagrams – CPU = 5 secs
2. Tumblr / Facebook updates – CPU = 10 / 30 secs
3. Short format video – CPU = 1 – 6 mins
4. Blogposts – CPU = 3 – 20 mins
5. Long format video – CPU = 6 – 30 mins

The success of the first two is quite evident. The speed in which you can consume tweets or Instagram posts is very fast so you can easily spend some lost time on it. (When you’re waiting for the bus or when you’re walking the streets.)


Blogging and video of course are more valuable in terms of lasting impression or for forming opinions, but they also need more time to consume. Therefore the decision for  readers/viewers to invest time lies in the presumption of the needed time and of course a nowadays scarce good called; concentration or focus. The management of this presumption is something you can use to your benefits;

The fast growing Medium is pretty aware of how the CPU works and indicates for each post how much time the user will have to spend to read it beforehand. It probably calculates the amount of words and if there is a video included in the post, Medium adds the minutes from the video to make an accurate prognosis. (see below)
Medium screenshot

Upworthy is also doing smart things. When posting a video they give you some guidance, so you know what to look out for. This helps your anticipation and might encourage you to watch the whole thing.

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Upworthy explaining the video

Platforms like Rebelmouse and services like Flipboard make it easier for users to view previews and show social updates in a richer way. They want the users to consume the content on their platforms because they think they can do a better job than the social networks. Twitter, Google+, LinkedIn and FB try to counter this with their content preview features, trying to keep the users as long as possible on the sites.

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Rebelmouse view

How do you find the right mix and the right outlets for your story?

Of course some content is harder to create than others. Video is expensive, blogging takes research. Scoring is easy with Instagrams, tweets and small format video (Vine).

Being active on all these different platforms to communicate with your target audience is, besides time consuming, dispersed and does not provide cross selling content. With this we mean the way a shared picture can draw in traffic to your owned media environment where the viewer can find related other form content.

Which brings me to the commercial part of this blog post:

With our MobyNow technology we strive to provide our users with options to use the CPU of their audience to the best possible extent.

Over the last months we’ve totally redeveloped the MobyNow technology stack.
Last December we launched the first Tag The Love platform for Churandy Martina. This was the first near turn-key MobyNow solution bringing the successful real-time publishing and aggregation technology to a wider audience. Over 75 smaller brands and individuals have since been able to use the platform for the amplification of their stories.

We want to provide the world with the best possible tools for storytelling.

During the development and deployments of these 75 platforms we’ve been constantly gathering feedback. The continuous reinvention of our products is an essential part of our company.

Our blogging tools have evolved

Being able to tell rich stories on your platform using multiple elements to provide the bigger picture is of vital importance. We therefor invested a lot of effort in creating a multifunctional blogging tool stack. The stack enables content managers to create rich media pages.

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Content embedding in MobyNow

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Poll creation

Currently over 30 publishers use this environment and this has become instantly available for all our clients.


The platform behaves fully responsive, adapting to the device the user is browsing on.

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desktop view

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tablet view

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tablet view

 Modular based platforms

Because of the way we redeveloped our technology it becomes very easy to build new platforms. This enables us to develop launch rich distribution and aggregation platforms at an enormously fast pace, making it available for a much larger audience than we could over the last few years.

Using MobyNow comes in reach for anyone who is serious about telling stories in a socially seamless, cost efficient way. If you have questions, feedback, or if you would like a demo about the possibilities, please contact me. (Twitter, LinkedIn, Email)