Content is (still) the most important thing
Posted: Sat Apr 05, 2025 9:06 am
If the content is really interesting and people want to consume it, the size of the brand doesn't matter much; what matters is what is offered to the Community and to the users of the platforms.
In 1996, Bill Gates published an essay on the Microsoft website about the opportunities that brands had with the Internet. He was talking directly about content and its growing importance in this ecosystem, something that was proven years later. Content is truly king and the element that makes the difference.
Bill Gates added something equally interesting that makes us understand that there are no big or small brands in Digital, more specifically in Social Networks:
“No brand is too small to participate.”
What does this mean? That a restaurant in Bombarral, with hundreds or a few thousand fans, can do a better job or reach more people daily than a giant brand with great economic power. As? With accurate mobile phone number list good content. If the content is really interesting and people want to consume it, the size of the brand doesn't matter much; what matters is what is offered to the Community and to the users of the platforms.
How content creation has evolved in Portugal
In Portugal, Social Networks reached their peak in 2014 and never stopped.
Since that year, more brands have joined and more brands have started to have teams and agencies that create good content with good ideas, because everyone has realized that people react positively to quality content, which results in more interactions, more reach and, consequently, more business.
It's 2022 and content continues to be king. We can talk about Paid Social and investment, however, and knowing how the Platforms' algorithms work, combined with the existence of an organic side, it is possible, with good content, to invest less money and reach more people and have a business.
The cause/consequence will always be: good content, well thought out, that makes a direct connection with the brand in question.
Without quality content, nothing happens.
What is quality content?
The question to ask at this point is quite simple: What is quality content?
It's difficult to answer this question because each Community can react completely differently to different types of content.
What we can say is that it is people who decide what is good content or bad content.
How many times have we shared content that we were sure was one of the best we've ever created and it didn't work out? Lots of.
How many times have we shared content that seemed a bit distant to us and it worked? Many times.
Real examples
The world's number 1 on TikTok is called Khabane Lame. He doesn't speak, he just shares other people's movies and ends them using a two-handed gesture. She has 150 million followers, earns 13 million euros a year from her content and is the new face of the Hugo Boss brand.
Who decides what is good or bad content? People.
Portugal's number 2 on TikTok is called Rui Carlota. He has 7.7 million followers and grew up on little zombie movies and the phrase “Oh my God.” Today, he makes different humor pieces and continues to grow. He has worked with several brands with what he created.
Who decides what is good or bad content? People.
Let's talk about magnitudes and try to understand a little more.
In Portugal, on Instagram, the most followed brands are football clubs: Seleção, FC Porto, SL Benfica and Sporting CP. They are the most followed because their Communities know that if they want to know the news and receive exclusive content, that is where they need to be and go, every day.
In 1996, Bill Gates published an essay on the Microsoft website about the opportunities that brands had with the Internet. He was talking directly about content and its growing importance in this ecosystem, something that was proven years later. Content is truly king and the element that makes the difference.
Bill Gates added something equally interesting that makes us understand that there are no big or small brands in Digital, more specifically in Social Networks:
“No brand is too small to participate.”
What does this mean? That a restaurant in Bombarral, with hundreds or a few thousand fans, can do a better job or reach more people daily than a giant brand with great economic power. As? With accurate mobile phone number list good content. If the content is really interesting and people want to consume it, the size of the brand doesn't matter much; what matters is what is offered to the Community and to the users of the platforms.
How content creation has evolved in Portugal
In Portugal, Social Networks reached their peak in 2014 and never stopped.
Since that year, more brands have joined and more brands have started to have teams and agencies that create good content with good ideas, because everyone has realized that people react positively to quality content, which results in more interactions, more reach and, consequently, more business.
It's 2022 and content continues to be king. We can talk about Paid Social and investment, however, and knowing how the Platforms' algorithms work, combined with the existence of an organic side, it is possible, with good content, to invest less money and reach more people and have a business.
The cause/consequence will always be: good content, well thought out, that makes a direct connection with the brand in question.
Without quality content, nothing happens.
What is quality content?
The question to ask at this point is quite simple: What is quality content?
It's difficult to answer this question because each Community can react completely differently to different types of content.
What we can say is that it is people who decide what is good content or bad content.
How many times have we shared content that we were sure was one of the best we've ever created and it didn't work out? Lots of.
How many times have we shared content that seemed a bit distant to us and it worked? Many times.
Real examples
The world's number 1 on TikTok is called Khabane Lame. He doesn't speak, he just shares other people's movies and ends them using a two-handed gesture. She has 150 million followers, earns 13 million euros a year from her content and is the new face of the Hugo Boss brand.
Who decides what is good or bad content? People.
Portugal's number 2 on TikTok is called Rui Carlota. He has 7.7 million followers and grew up on little zombie movies and the phrase “Oh my God.” Today, he makes different humor pieces and continues to grow. He has worked with several brands with what he created.
Who decides what is good or bad content? People.
Let's talk about magnitudes and try to understand a little more.
In Portugal, on Instagram, the most followed brands are football clubs: Seleção, FC Porto, SL Benfica and Sporting CP. They are the most followed because their Communities know that if they want to know the news and receive exclusive content, that is where they need to be and go, every day.