Social media has been a mixed bag since it came on the scene; it has been a force for immense good and a home for some of the most harmful interactions.
Process exposure refers to social media activities where influencers and users consistently reveal the creative process behind their successes and outcomes to their audience.
Social media has frequently been used by millions of influencers and celebrities as a way to show off the good life and flaunt their successes. While celebrities flaunted their Grammys and Oscars, their followers were usually left with an insatiable hunger for the same results without understanding the process behind it.
This gross lack of process exposure has tainted the legacy of the biggest social media platforms and made them a purveyor of insecurities rather than a powerful tool for education and inspiration. However, a lot of positive change has gone unnoticed.
Since 2011, when YouTube introduced its live streaming function, Live video has exploded on the scene and become the favorite content consumed by most social media users. Statistics show that people spend three times longer watching a live social video than a prerecorded one.
The unintentional effect of this shift towards live video has been a drastic increase in process exposure. Going live as opposed to creating videos has dramatically increased the ability of content creators, influencers, and celebrities to bring their viewers along through every step of the journey. It has become the reality TV of social media.
Grammy Award-winning, and Forbes 30 Under 30, artist, Roddy Ricch, has not just observed this shift towards live video; he has also observed the craving among the average social media user for more process-inclined content in general.
After making his mark in the music industry with his multiple awards ranging from the Grammys, BET, and the American Music Awards, amongst others, Ricch decided to venture into the tech space and build his brand portfolio. Ricch’s search for the next big tech disruptor has led him to the team at Roll, a new digital platform that promises a new and unique connection experience between celebrities and their followers.
Ricch explained why he instantly saw the potential in the Roll project; “Being invited to be part of the creative process of developing the Roll app, was a big eureka moment for me, because it put in action, what I have been feeling for so long; people are tired of watching the outcome of all our hard work on social media, they want to see all the steps that led us there. This is the only way people can leave educated and inspired.”
“There have been far too many aspiring artist who thought they could just jump, pick up a mic, and start rapping because they were inspired by one of my songs, they didn’t know the process behind the outcome. That’s what Roll is showing”.
The digital platform is designed to allow artists, creators and celebrities to share an inside look at their personal lives as well as the process of creating content and music with their fans and followers. With Roll, users can access the insights of making an album, from the late nights to the early mornings, building beats, laying verses, and the music video shoot. Roll’s vision speaks to the larger benefits of process exposure.
How Process Exposure is Building Leaders
Ricch is adamant that process-oriented content is the future of social media content. According to Ricch, process exposure will turn followers into leaders by providing direction, education, and inspiration.
Today’s youth are heavily inspired by social media creators, celebrities, and influencers, sometimes more than other influences. However, loving a person or art does not automatically translate to possessing the ability to replicate the person’s art or results. As process exposure becomes mainstream, young people will likely make more informed decisions after being exposed to the processes behind what they admire.
From academics like Jordan Peterson to athletes like LeBron James, today’s social media users are exposed to a wide gamut of solid influences.As process-inclined videos and content continue to explode, users can gain more step-by-step education in many areas of interest.
The number of Americans choosing to go to college is steadily declining; perhaps process-inclined content can become a source of quality informal education.
Ricch stated, the most significant impact of the Roll app is its inspirational value. In his words, “It is one thing to know if you should do it, it is another thing to know how to do it, but inspiration is the most powerful part of what we are doing. Exposing an audience to both the high’s and the lows of process inspires them to know that the best of men are just men at best and that if anyone can do it, certainly they can too.”
It may be impossible to lower the internet’s amount of unprofitable content being released, but the gradual push for more process exposure does hold some promise. Perhaps, social media might finally fulfill its true potential.