Algorithm vs. Curation

Continuing from last time, we introduce major trends from Dentsu Inc. Aegis Network Carat's "TOP 10 TRENDS" for 2016.

Algorithm evolution is driving more personalized news delivery and search results that accurately capture context. Meanwhile, in areas where personal taste and sensibility matter—like music search and shopping—human curation is regaining prominence.

Twitter Moments allows editorial teams and partner media outlets to curate tweets around high-interest themes. Users can view tweets on trending topics without following the accounts.

Apple Music's Beats 1 radio station, unlike Spotify, doesn't rely on algorithms. Instead, popular DJs discover, curate, and deliver music.

Pinterest has established curated stores within its app, gathering and introducing products they genuinely believe are excellent, rather than relying solely on pin counts.

YouTube channels like Eton Messy compile music tracks. Podcast network Radiotopia offers radio shows. In journalism, Long Reads supplies curated, high-quality content.

---

Curation is a skill that comes with a cost. For advertisers, it represents a significant opportunity, particularly through sponsorships.

It can build credibility and capture consumer attention, making it an effective alternative to SEO, especially for new brands lacking recognition. Curation will play a crucial role in promoting new products. When utilizing it, a respectful attitude toward curators is essential.