Monique Harris, chief executive officer of Convo Media, shares her latest dispatch from South by Southwest (SXSW) in Austin.
Could the internet be fun again? If anyone could make the case, it was BuzzFeed co-founder Jonah Peretti.
His SXSW session, “Enough with the Bullsh*t: Let’s Make the Internet Fun Again,” generated plenty of chatter overnight.
Before he even got into the substance of the talk, Peretti had to deal with a small SXSW curveball, his slides weren’t working and when they finally appeared they were in the wrong order.
He ended up improvising much of the talk, which, if anything, made the session even more impressive.
Jonah Peretti presented, ‘Enough with the Bullsh*t: Let’s Make the Internet Fun Again’. Image: supplied
Optimising the internet to death
His core argument was something many of us at SXSW seemed to agree with: the internet has become a bit… boring.
Peretti argued that social platforms have slowly shifted from the weird, creative, joyful place the internet once was into something far more optimised and predictable.
Instead of people sharing funny, surprising things with friends, platforms now optimise for engagement metrics, outrage and content formats that the algorithm knows will perform.
In his words, the internet has been optimised to death.
A surprising take on AI
Interestingly, while many SXSW speakers over the first few days have warned about the dangers of AI, Peretti took a slightly more optimistic angle.
He suggested AI could actually help bring creativity back if it’s used as a tool for experimentation rather than just another way to mass-produce content.
His point was that AI should help people play with ideas, remix culture and create new types of interactive media, not simply become a content factory churning out more of the same.
The shift to smaller spaces
Another interesting prediction was that the future of the internet may move away from giant public feeds toward smaller, more social spaces.
Think group chats, niche communities and collaborative content created with friends rather than broadcast to the entire internet.
Peretti said BuzzFeed is already experimenting with formats designed to bring that sense of play back online including social quizzes, collaborative content and tools built for small groups rather than mass audiences.
The line I kept hearing people repeat afterwards summed it up nicely: “The internet became optimised for performance and lost its sense of play.”
The idea that technology might actually help make the internet fun again felt like a refreshing take.
Rhett & Link, the ‘Internetainers’ delivered ‘The Mythical Model: Next Gen Creator-Brand Partnerships’. Image: supplied
The evolution of creator partnerships
Another session that caught my attention was “The Mythical Model: Next Gen Creator-Brand Partnerships.”
The discussion led by creators Rhett & Link, centred on how the creator economy is evolving beyond simple influencer posts into something far more sophisticated.
Successful creators increasingly operate like full media companies producing shows, launching products, running podcasts and building highly engaged communities.
The message to brands was clear: treat creators as content partners, not just distribution channels.
The most effective collaborations are those woven directly into the storytelling rather than awkwardly bolted on as sponsored posts.
Driving full-funnel outcomes
What was particularly interesting from my marketing perspective was the conversation about extending creator partnerships further down the funnel.
Increasingly brands are looking for ways to amplify influencer-led content beyond the creator’s own channels and place it into relevant media environments where it can reach broader audiences.
Cake Shop’s Luke Hills, and Georgia Woodburne, James McAtamey, of McAtamney & Advisors, Monique Harris of Convo Media. Image: supplied
That shift opens an interesting opportunity for content-led advertising models by taking creator storytelling and distributing it in contextually relevant environments where it can scale, build engagement and move closer to full-funnel outcomes.
In a world where audiences are increasingly sceptical of traditional advertising, creators with loyal communities amplified in the right media environments may become one of the most powerful ways for brands to connect with consumers.
Great news for those of us in the content advertising world.
An Australian wrap-up
To cap off Day 3, SXSW organisers hosted an event for the Australian delegation, a chance for ANZ attendees to compare notes and share highlights from the week so far.
As you would imagine, an open bar and a room full of Aussies is always a risky combination.
By all accounts the organisers had to extend the bar tab because we were all having too much fun networking and swapping stories to leave.
Here’s to another big day of inspiration and ideas at SXSW tomorrow.