"Curators Are the New Creators: The Story Behind Google's Success"


Hatched by Glasp

Aug 18, 2023

4 min read


"Curators Are the New Creators: The Story Behind Google's Success"

In today's digital age, we are bombarded with an overwhelming amount of information. It has become increasingly difficult to separate the signal from the noise. We are living in what many consider to be the golden age of new media, where content is no longer scarce, but attention is. With the flood of information, the best we can do is pick and choose what matters most to us, or find someone who can curate it for us. This is where curators come in – they are the new creators.

The concept of curation is not a new one. Throughout history, we have relied on experts, tastemakers, and curators to guide us through an abundance of information. However, in today's digital landscape, the role of curators has become even more crucial. We are willing to pay someone with good taste to help us navigate the ever-growing mass of information at our fingertips.

One interesting phenomenon that supports the rise of curators is Zuckerberg's Law. Over time, we tend to share more and more on social media. This creates a need for someone to filter through the noise and present us with the most relevant and valuable content. Additionally, Dunbar's number, which represents the average number of stable social relationships one can maintain, further emphasizes the need for curators. With limited capacity for social connections, we rely on curators to bring us the content that matters most to us.

Another important concept to consider is Zipf's Law. This law describes how in any system of resources, there are a small number of items of high value, and a long tail of many more of low value. This applies to content as well – there are a few sources that consistently provide high-quality, valuable information, while the majority may not meet the same standard. Curators help us find those high-value sources and save us time and effort.

The success of Google can also be attributed to the concept of curation. Google revolutionized the search engine industry by introducing automated algorithms to rank pages. Instead of relying on human curators to manually sort through content, Google developed algorithms that scored the content against specific criteria. This approach, known as Page Rank, allowed Google to deliver more accurate search results than its competitors.

But Google didn't stop there. They monetized their search engine capabilities through Google Adwords, a platform that enables pay-per-click advertising. This brought the concept of relevance to digital advertising, allowing advertisers to target their audience more effectively. Google's focus on relevance and innovation propelled them to dominance in the digital advertising space.

The story behind Google's success is a testament to the power of curation. By creating algorithms to sort through vast amounts of content, Google revolutionized the search engine industry. They then leveraged their position in search to monetize through advertising. Google's culture of innovation and focus on user experience has allowed them to stay ahead of the curve and continually adapt to the changing landscape of digital media.

So, what can we learn from these examples of curation and innovation? Here are three actionable pieces of advice:

  • 1. Embrace the role of a curator: In a world of information overload, become a trusted source of valuable content. Curate the best resources and present them to your audience. By doing so, you can build a sense of community and loyalty around your brand or subject matter.
  • 2. Prioritize relevance: Whether you are a content creator or an advertiser, relevance is key. Understand your audience and tailor your content or ads to their needs and interests. By providing relevant information, you can capture and maintain their attention.
  • 3. Focus on innovation: As seen with Google, innovation is crucial to staying ahead in the digital landscape. Continually adapt and evolve your strategies to meet the changing needs and preferences of your audience. Don't be afraid to experiment and take risks.

In conclusion, curators have become the new creators in the age of information overload. As consumers, we rely on curators to help us navigate the vast amount of content available to us. Google's success story showcases the power of curation and innovation in the digital world. By embracing the role of a curator, prioritizing relevance, and focusing on innovation, we can navigate the digital landscape and succeed in capturing and maintaining attention in an increasingly competitive market.

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