Can the Medium be the Message?

mediumOn Twitter, the social media world has mastered the short, pithy statement. Now, Twitter founders Evan Williams and Biz Stone are banking that online sharers will also enjoy making medium-length statements. With the quasi-launch of their latest venture, Medium, last week,  they have unveiled a service that combines photos and text without a limit of the number of words you can use.

Rather than sorting posts by author like many existing sites, Medium sorts by topic. This focus on topic borrow, in some ways from Digg and Reddit, and illustrates how presenting information via topics is gaining more traction within digital content circles.

Medium looks like a service will act like a sorting house for short blogs-like text posts, pictures with comments and Pinterest-style images. People will be able to rate content so the most popular rises to the top.

This is an interesting middle (medium?) ground between posting longer status updates on Twitter or Facebook and working around the site’s quirks (having half your story hidden on Facebook and requiring readers to click, or doing multiple tweets) and having a regular blog, which can be a lot of work for those who don’t always have a tale to share.

For marketers and brands looking to tell stories in a new and different way, Medium offers the ability to combine pictures and words in a way that marries the best of Twitter, Facebook and blogs.

Telling stories, promoting and launching new products, and highlighting events in a mid-length format could open things up for creative, visual and even risk-taking marketing content.

And since the best content will rise to the top, the push will be on for stellar content from individuals and businesses alike.

Medium still hasn’t been rolled out publicly but people interested in the service can get on the wait list by registering using (surprise, surprise!) their Twitter accounts. Time now to wait and see if going medium length is what the social media world wants.

For more on Medium’s launch, check out this blog post written by Evan Williams, as well as this Business Insider story.



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