Long Tail Theory

 Chris Anderson - Long Tail Theory (2006)

This theory argues that products in low demand or that have a low sales volume can collectively build a better market share than their  house rivals, or exceed the relatively few current bestsellers and blockbusters, provided the store or distribution channel is large enough.  

• Anchorman (2004) is now a widely known success, but performed poorly at the box office taking just $5m worldwide $85 on release. 

• However its availability through DVD sales etc. made it a cult success reaching a wider audience.

• Long tail is only possible with the distribution channels available through developments in web and social media (Amazon, iTunes etc.)

Target audiences are selected by criteria by media producers such as:

- Gender

- Age

- Disposable Income (ABC1 Data)

- Geographic Location

- Interests 

- Ideal Self/Partner

Maslow's Hierarchy of Needs (1943)

• This can arguably be applied to social media.

• The use of 'likes' for examples fulfils the psychological need for belonging and esteem.

• Media producers know this. 

 Despite Duolingo being a very popular language learning app, often used in schools, there posts are often avant garde and 

5 celebrity endorsements that are 'pushed' through their own social media

1. Top of the Morning Coffee - Pushed by Jacksepticeye

2. Deadpool Movie - Pushed by Huge Jackman

3. Just Eat - Pushed Katy Perry

4. Better Call  Saul - Pushed by Breaking Bad

5. Roblox - Pushed by Elton John