Simba’s Five Forces: Navigating Competition in the Internet Attention Economy

Simba’s Five Forces: Navigating Competition in the Internet Attention Economy

What’s your strategy for winning over people on the internet?

You can’t just pitch up, put out some content, and expect traffic to magically come flooding in. In today’s digital world, where everyone and their chatbot is a content creator, you need more than hope and good intentions—you need a plan.

On the internet, the “attention economy” has replaced many traditional notions of competition on the internet. Here, the true currency isn’t just money—it’s attention. Inspired by Michael Porter’s Five Forces, Simba’s Five Forces model reframes competitive strategy for the internet, specifically addressing how to attract and retain attention online. Simba’s model empowers content creators, marketers, and entrepreneurs with tools to understand and respond to competitive forces on the internet, each of which can either draw or detract attention.

I know all too well how challenging it is to grab and keep people’s attention. I remember the time I wrote a book about the Pied Piper of Hamelin. It was full of captivating twists and the type of storytelling that should have drawn readers in, or so I thought. I published it, sat back, and waited for the internet to work its magic. But guess what? Nothing happened. There are billions of websites out there, and thousands more launched each day—thousands of Shopify stores, blogs, and content pieces—all hoping the internet would serve up traffic and sales on a silver platter. Spoiler alert: it doesn’t.

Why? Because simply publishing content doesn’t mean people will find it, let alone engage with it. Simba’s Five Forces has the answer to why many fail and how a few succeed. Let’s dive in, and I’ll show you not just what the forces are, but how to actually use them to craft a winning digital marketing strategy.

1. Threat of New Content

In the digital world, is it me or does it seem like everyone now (including bots) can be a content creator? Each time you share a post on LinkedIn, Twitter, or Facebook, you are technically a content creator. And now with AI and ChatGPT (the darling prince of them all), we are going to have a deluge of new content. Every piece of content is potential competition. The barrier to creating and publishing online content is extremely low, allowing new players to enter the market continuously. Fresh ideas, viral trends, and new creators can easily capture attention, shifting user interest rapidly.

Think of it like being at a Sunday market. You’ve just set up a quaint little stall selling your homemade jams, and then suddenly someone rocks up with a stall selling organic, locally-sourced, gluten-free unicorn tears. You’ve barely even got the chance to say “strawberry preserve” before half your audience has wandered over to sample the latest trendy concoction. The internet, too, is full of unicorn tears.

2. Threat of Different Types of Content

With the internet’s vast array of formats—from blogs and videos to podcasts and live streaming—users have limitless choices, and each type can uniquely capture attention. The threat here lies in content diversity; if audiences prefer interactive videos over static blog posts, for instance, creators who don’t adapt may find themselves overlooked.

Let’s be honest, we all know there’s probably a world-class sports journalist out there who’s penned a masterpiece on the Messi vs Ronaldo debate. But what do most of us do? We hop onto YouTube to watch a Ray Hudson video compilation. There’s something about that man’s voice—he’s practically Shakespeare with a Geordie accent. “They tell me that all men are equal in the eyes of God, but this man seriously makes you think about those words!” Now, that’s attention-grabbing.

3. Competition for Attention

The core of the attention economy is that users only have so much time and focus to offer. Unlike the business world, where you compete against people and businesses just like yours, on the internet you compete against both direct and indirect competition. Direct competition involves companies that sell similar products, have similar business models, and target the same audience. But on the internet, you also face indirect competition—from everyone else. For example, in the travel industry, Virgin Atlantic might think they are only competing against Fly Emirates, Qatar Airways, and other airlines. However, they’re also competing for attention with travel bloggers like Nomadic Matt, who captivate audiences with inspiring travel stories and tips. The competition for attention is fierce and often comes down to being seen before anyone else. Attention is frequently influenced by algorithms, trending topics, and social proof, which can overshadow quality content if it isn’t effectively marketed or displayed.

Imagine you’re standing in Piccadilly Circus in London, trying to tell everyone about your amazing new book, but you’re surrounded by flashing billboards, performers juggling flaming torches, and someone dressed as a Pikachu handing out flyers. It’s chaotic, noisy, and you’re armed with nothing but a polite “Excuse me?” That’s the internet. To survive in Piccadilly Circus, you need a neon sign and maybe a Pikachu suit of your own.

4. Bargaining Power of Content Platforms and Creators

This force underscores the leverage held by content platforms, like YouTube, Facebook, and TikTok, and major content creators. Platforms can manipulate reach and engagement through their algorithms, and as such, they have significant control over which content gains visibility. For instance, if a platform prioritises paid content or sponsored ads, creators with limited budgets may struggle to gain organic reach, giving these platforms immense bargaining power.

On the other hand, creators with massive followings—like MrBeast or PewDiePie—possess bargaining power over platforms. They often have the influence to negotiate terms or reduce advertising needs due to their organic reach.

Actionable Insight: Building a loyal following can provide creators with bargaining power, enabling them to negotiate collaborations or gain organic visibility without paying for ads. It’s the equivalent of being so well known at the local pub that you don’t need to pay for your next round—you’re already the talk of the place.

5. Bargaining Power of Internet Users

Finally, internet users themselves hold significant sway. Imagine them as the final boss in a game—the toughest one to beat. Sure, you can use AI and hire the best content writers to tackle Force 1, generate and repurpose content to match trends for Force 2, and pay to advertise or use influencers for Force 3 and Force 4. But when it comes to Force 5, internet users are the daddy of them all—the ultimate gatekeepers of your content’s success. They can choose to subscribe, share, ignore, or even criticise content, directly impacting its reach and effectiveness. Users’ power is seen in how swiftly they can elevate content or “cancel” it, affecting its creator’s reputation and following. Platforms are often compelled to align with user preferences to sustain engagement.

We’ve all been there—scrolling endlessly, perhaps a bit like Goldilocks, until we find content that’s “just right.” Whether it’s a video that makes us laugh until we choke on our tea or a blog that eloquently explains why we should care about the lifespan of a plastic straw—users decide what gets attention. If it doesn’t pass the Goldilocks test, it gets the boot.

Strategic Takeaway: Content creators and brands should listen closely to audience feedback, engage with their audience, and craft experiences that resonate deeply, increasing user retention and positive engagement.

Strategies to Counteract Simba’s Five Forces

1. Threat of New Content: Create Evergreen Content

To counteract the Threat of New Content, focus on creating evergreen content. Evergreen content is not about riding the wave of what’s currently trending, but instead, providing value long after it is published. It’s like planting a tree that keeps bearing fruit year after year. My Content Matrix shows that while viral content may bring in a burst of views, it’s evergreen content that keeps bringing in sales long after the initial hype. Think in terms of “how-to” guides, comprehensive resources, and answers to persistent questions that users are always searching for.

To counteract the threat of new content, you must be vigilant, monitor emerging trends, and consider innovative approaches to content creation that keep their audience engaged and loyal.

Practical Step: Spend 15 minutes each day monitoring trending content on platforms like TikTok and Instagram. Identify what’s catching attention and think about how you can add your unique voice or perspective to these trends.

2 Threat of Different Types of Content: Repurpose Your Content

For the Threat of Different Types of Content, staying current is critical. Not only do you need to keep up with trends, but you also need to be versatile. If you have a fantastic blog post, repurpose it into a video, infographic, or even a podcast episode. Repurposing ensures you’re meeting your audience where they are, whether they prefer reading, watching, or listening. This way, you remain relevant regardless of shifting content preferences.

Practical Step: Re-purpose your Content. Diversify your content. If you typically write blog posts, try turning one into a short video or an infographic. If your audience prefers visual content, meet them there—give them a reason to stop scrolling.

3. Competition for Attention: Collaborate with Content Creators and Learn from Your Competition

When facing Competition for Attention, collaborating is a powerful way to stand out. Additionally, be humble and learn from your competition. What are they doing right, and what are they doing wrong? It’s like conducting a SWOT analysis—understanding their strengths, weaknesses, opportunities, and threats can help you improve and stand out. Consider affiliate marketing or influencer marketing. By working with creators who already have an engaged audience, you’re not trying to reinvent the wheel—you’re just putting your wheel in the right place. It’s like getting a friend at Piccadilly Circus to shout your name through a megaphone.

Practical Step: Use tools like Google Trends and BuzzSumo to understand what people are searching for. Optimize your content around these trending topics to ensure you’re part of the conversation that’s already capturing attention.

4. Bargaining Power of Content Platforms and Creators: Have your own Captive Audience.

To reduce the Bargaining Power of Content Platforms and Creators, you need to have your own captive audience. Let me tell you a personal story: back when I worked in captive insurance management in Guernsey, large companies were tired of paying billions in insurance premiums and getting nothing back, or even worse, having their claims denied. To have better bargaining power, they set up their own insurance companies called captives. With a captivewith a captive audience, large companies started building independence from traditional insurance carriers. In the digital landscape, building a captive audience means cultivating a direct connection with your followers—so strong that platforms like Instagram, Facebook, or TikTok no longer control your reach. When you create a direct line to your audience through email lists, exclusive content hubs, or private communities, you gain power over the algorithm and other barriers these platforms enforce.

Practical Step: Start an email list or a dedicated forum to gather your most loyal followers. This group will become the core audience you can engage and mobilize, regardless of platform changes or algorithm updates.

5. Bargaining Power of Internet Users: Listen to User Feedback and Iterate

Finally, the power of internet users is an essential force in Simba’s model. Users’ preferences, interactions, and feedback are the ultimate deciding factors in whether content thrives or fades. Just as product developers rely on user testing to refine their product, content creators and marketers need to listen, analyze, and respond to the feedback loop their audience provides. Whether through comments, shares, or subtle engagement cues, users shape content success more than ever before.

Practical Step: Create content surveys, monitor analytics, and engage directly with comments or reviews to gather insights. This ensures that you’re not just creating content you think is valuable but content your audience knows is valuable.

Wrapping it Up

On the Internet, Simba’s Five Forces provides an essential blueprint for navigating competition in the attention economy. Success isn’t just about putting content out there but about strategically addressing each of these competitive forces. By understanding and leveraging these dynamics, content creators, marketers, and entrepreneurs can not only survive but thrive, carving out a sustainable digital presence that consistently captures and keeps attention.