The King, Queen and Heir to the Content Throne

If you’re a marketing professional or a business owner, you’ve likely heard the expression “content is king” over the past few years. You might have also heard “distribution is queen”. Many believe, and many experts will preach, that you should keep pushing out more and more content, across multiple channels, until something sticks.

That concept may work for some, but the digital landscape has become so inundated with digital content, whether it be social postings, blogs, newsletters or ads. Not to mention traditional media formats that still exist such as print, TV, movies, radio, music, newspapers and magazines. It’s becoming harder for brands to grow because consumers are putting on their headphones and sleeping masks to tune out all the noise.

So what’s next? History has shown us that the King and Queen can’t live forever. Something has to change.

I firmly believe that in 2019 it’s now more about quality and consistency over quantity and frequency. I have a real-world proof from a client and friend, Ofir Shoham, better known as @blottermedia on Instagram.

Setting The Stage

I first met Ofir through a client of mine, a local learning center that teaches children valuable skills in coding, design thinking, and entrepreneurship.

Their programs are run by experienced education and technology professionals, each of whom is familiar with the local community. One of these professionals happened to be Ofir, and we hit it off immediately.

Ofir showed me some of his work on Instagram and it blew me away This kid taught himself advanced animation tools, skills and tricks and is creating some of the most unique and engaging content I’ve seen on the internet. He primarily features dancers, artists, skaters and athletes, but still finds time to go to school and pass his knowledge on to the local community.

The following week, Ofir stopped by my office to meet the Glenmont Consulting team and learn about our operation. We chatted for about an hour, and then it was time for him to make a post to Instagram. We all sat back and watched as he went through his posting protocols, doing it all on his own with no outside help. It was like watching da Vinci paint the Mona Lisa (not that I was there, but I can only imagine).

After posting the video, which you can view above, his page immediately exploded, receiving hundreds of likes and dozens of comments within seconds. It impressed me. We chatted more and continued brainstorming ideas on how we could work together, and that was that, for now.

Power Of Community And Crediting Artists

Following that weekend, my brother reached out to me on Monday saying that Ofir and Blotter Media went viral. I knew it would happen for him eventually, but what changed in literally four days?

When Ofir came into my office the week prior, he had around 60k followers. Over the weekend, he skyrocketed to over 100k and was still growing. I had to call Ofir to see what happened.

He explained that it started on Twitter of all places, for those who think Twitter is dead, and it had a trickle-down effect on his Instagram. An account with the handle @MxnnyAde had posted his video with the caption “This dude’s in 2075???” and nothing else. Here is the post:


No credit to Ofir, the dancers, or the songwriter. That’s when the Twitter community took over, as they do, and demanded the account give credit where credit was due (which they did not do until 2 days later).

But the Twitterverse knew. They tweeted his handle and included screenshots of his IG:

If you want to see more tweets, go on Twitter and see for yourself.

To put it into perspective, when I first saw the video on Twitter after the weekend it had 4.5M views – now it’s over 10M. @blottermedia was up to 228K when I first wrote this article, and 253K by the time it got published. (As of 1/28 he is up to 350k)

I also found it interesting that Ofir doesn’t even use Twitter. He has a @BlotterMedia account with zero tweets, no info, and 122 followers to date. This shows that people saw what was going on in the Twitterverse, and either searched for him on IG or clicked links that other users we posting. It’s difficult to get users to jump from one social platform to another and follow something.

His video views went from averaging around 100-200k views, to 200k-400k+, along with thousands of comments and tens of thousands of likes.


He’s also only posted 3 videos since! Some accounts will post daily, or even multiple times daily. At that point, many followers tune out and even forget about your content, as there is no longer any mystique, and it becomes repetitive.

If you give everyone what they want all the time, they become comfortable with it and less engaged. By keeping his fans guessing when his next video will be launched, what edits he will make, who will be dancing, and what song will be featured, he keeps them on their toes, and more are flocking towards it.

What Does This Mean For Content Creators?

Ofir has been doing this for a little under 2 years now on Instagram. He’s been consistent, and selective with his content, and continued to hone his craft. All it took was one viral Twitter interaction to throw gasoline onto his account. Now all the awesome content he created in the past, along with his new content, is being seen by more and more eyes and it’s taking on a life of its own.


He’s not buying followers and likes or using dirty, sneaky engagement tactics like others. It’s all organic. He doesn’t even want to reply to comments as he wants viewers to see the real number of comments he gets, not double the amount which would include all of his replies.

But it all started from him creating high-quality and engaging content. For the record, these videos are extremely difficult to create. It can take him over 20 hours to do a 30-second edit! How many individual pieces of content have you spent that much time on?

Don’t worry, that’s a hypothetical question, because for 95% of the people reading this (myself included) have not done that.

He is also very selective about the talent he chooses for his content, and Ofir is not the only one who reaps benefits his content.

For example, his recent videos feature dancers, many of whom have strong followings of their own, performing to songs written by the top artists in the game. He always tags and credits all involved, even down to background dancers, videographers, and producers.

This way, everybody wins. It’s a literal win-win-win, if you will.

Final Thoughts

Quality content does not need to be lengthy. Great, original content will always rise to the top of the charts.

You need to be consistent and focus on the right things. Don’t try to push out more content than everyone else. Push out the right content, to the right people, at the right time, and your golden.

It always helps when a community backs you, as they did in this case, but that all began with him posting good quality content. Ofir’s story reached people passionate about artists getting credited for their work, and this contributed to the influx of engagers who are now fans of his work.

Don’t just post in excess because “experts” are saying you need to be posting constantly. But also don’t be afraid to push your content out and only try to be perfect. It’s all about finding a balance. Everyone’s will be different, so have fun and experiment with it.

If content is king, and distribution is queen, then high-quality, consistent, and value-driven content is heir to the throne. The king is getting old, and it’s time to inject some youth and enthusiasm into his digital media empire. That is until the next threat to the throne appears…

Are you interested in “flirting” with some of the top content creators? Contact us today at Glenmont Consulting to tap into our network.