We’re all just trying to be the entertainment industry.

Whether social media marketers and “influencers” know it or not, ultimately what they’re all trying to do is be the entertainment industry. An attempt to capture the attention of others for a sustained period of time, essentially, is what the entertainment industry has perfected for centuries.

With the rise of visual content, websites, blogs and social channels became more like magazines than just words on a page with the occasional photograph. And now with the rise of video (to the level of easy mass adoption) Periscopers, Facebook Live users, Blabbers (is that what we’re calling them?) and other live video streaming enthusiasts, it’s becoming more and more apparent what the next stage is:

We all just want to be the next Kim Kardashian.

Okay, maybe that’s a bit extreme. None of us really want to be Kim Kardashian, but taking away the polarized personality traits she’s really just a public figure who is really good at getting attention. Why? Because she’s entertaining.

And when you’re entertaining, you can get attention.

And maybe it’s not trying to be the next Kim Kardashian, but the next John Stewart. Or the next Ellen.

Heck, I’ll be honest and say I would love to be the next Jimmy Fallon.

There’s a chance, right?

In a recent interview with Jay Baer, Gary Vaynerchuk said:

“You have to be where people’s attention is.” -Gary Vaynerchuk

Even his website’s homepage touts:

“I day trade attention and build businesses.”

So what does this mean exactly? Well, personally, I think it means we need to stop relying on shallow metrics, stop thinking everything has to be trackable and every ROI needs to be tangible.

Most importantly, I think we should spend more time studying the entertainment industry and human nature than we spend studying spreadsheets and pie charts.