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"This week, pages upon pages of commentary have been written about Facebook's acquisition of Instagram, the astronomical valuation applied to the deal, and the competitive impetus for the transaction. But what\u2019s most interesting is what it implies about Facebook's perspective on content creation versus content distribution. \nBefore Instagram, Facebook was exclusively a way to distribute. It didn't provide tools to actually create (with the exception of typed status updates). Instead, it largely left creation to others \u2014 notably Zynga for games, native camera applications for photos, and record labels and Spotify for music.\nFacebook's purchase of Instagram represents the acquisition of a technology platform that enables people to create and share. Think about it. When you take out your phone and snap a photo, not only do you use Instagram to create content, but you almost always immediately use the app to share it, too.   \nThe larger shift toward content creation has been on the horizon for some time. Just look at Pinterest. While many users aren\u2019t creating the images themselves, they are the creators of their own pinboards, and the time spent crafting those vehicles for self-expression is undoubtedly astronomical. \nThat makes this space ripe with deeper user interaction, and that\u2019s worth something. Facebook certainly thinks so. They just spent $1 billion on a company with no business model \u2014 just the proven capability to engage consumers while they create. Marketers should take a cue from Facebook\u2019s move and apply the following tips.\n1. Seek Out Content Partners\nIf content creation isn\u2019t your brand\u2019s core competency, don\u2019t reinvent the wheel \u2013 look to others who can help. Just as Facebook acquired Instagram, marketers too can work with companies that deliver content creation capabilities. Running a campaign with a content partner can, in the end, result in far more engagement than expected. \n2. Embrace Platforms with Traction\nOne of the first things Mark Zuckerberg said after the deal was that Instagram would largely be left alone, and the existing experience will remain intact. Marketers often go in the other direction. They try to make micro sites, special flash platforms, or their own apps, which can limit the possibilities for sharing and consumer participation. Companies like Facebook and Instagram are already great at powering content creation and distribution. So are sites like Pinterest. Marketers should leverage each platform\u2019s expertise, instead of trying to create something similar from scratch.\n3. Make Room for Amateurs\nContent creation can sound scary, because not everyone has the skill to create good music, photos, or video. Smart platforms and campaigns like Instagram and Pinterest make room for the pros, but they largely believe in the creative possibilities of the consumer audience. Anyone can snap a photo, just as anyone can create a pinboard. Marketers shouldn\u2019t relegate themselves to all pros. Pros create aspirational content that people will want to share, but amateurs bring reach.\nThis May, Mashable will be be exploring the future of digital marketing at our signature conference, Mashable Connect. See below for all of the details.\"\nEvent Information\n\n\n\n\n\nOur annual destination conference, Mashable Connect, brings our community together for three days to connect offline in an intimate setting at the Contemporary Resort at Walt Disney World\u00AE. Registration is now open. \nHeld in a unique location away from everyday distractions, Mashable Connect is a rare and valuable opportunity to be surrounded by digital leaders across industries. You\u2019ll spend time with Mashable\u2019s passionate and influential community, hear from top speakers who will provide insight into the the technologies and trends that are shaping the next era of digital innovation, and get to spend time with the Mashable team.\nTo keep Mashable Connect as intimate as possible, only a limited amount of tickets are available.\nA Look Back at Last Year\u2019s Mashable Connect\n\n\nMashable Connect 2011 Recap [VIDEOS &amp; PICS]\n\n\n\n\n\n\n\n5. Mashable Connect Dinner\nAttendees connect over delicious food.\n\n\n\n\n\n\n\n\n\n\n4. Social TV Panel with HBO and Bravo\nSabrina Caluori (left), director of social media and marketing at HBO, and Lisa Hsia (right), executive vice president at Bravo Digital Media, talk with Mashable reporter Christina Warren about the future of television and social TV.\n\n\n\n\n\n\n\n\n\n\n7. Conversation on Stage\nMashable's associate editor for marketing and media, Lauren Indvik, talks with Greg Clayman, publisher of The Daily. Clayman discussed the iPad-only publication's first few months and its goals for the future.\n\n\n\n\n\n\n\n\n\n\n6. Jump!\nAttendees show their excitement at Epcot.\n\n\n\n\n\n\n\n\n\n\n8. Karaoke \nThe Mashable editorial team shows its true talent on stage during karaoke with a live band.\n\n\n\n\n\n\n\n\n\n\n3. Mickey Mouse \nA team poses at a checkin spot for the Mashable Connect Race.\n\n\n\n\n\n\n\n\n\n\n2. Keynote Speech\nPete Cashmore, founder and CEO of Mashable, delivers his keynote speech at Mashable Connect at Disney World.\n\n\n\n\n\n\n\n\n\n\n1. Mashable Connect Race Powered by Gowalla\nTeam members check in to a race location at Magic Kingdom during the Mashable Connect Race powered by Gowalla.\n\n\n\n\n\n\n\n\n\n\n9. Speed Networking\nAttendees making lots of connections in a short period of time during Speed Connections.\n\n\n\n\n\n\n\n\n\n\n10. \"The War Room\"\nThis is where the stories about Mashable Connect were created. \n\n\n\n\n\n\n\n\n\n\n11. David Karp\nFounder and CEO of Tumblr talks about the power of identity on the web.\n\n\n\n\n\n\n\n\n\n\n12. Adam Hirsch\nAdam Hirsch, Mashable's COO, makes an announcment. \n\n\n\n\n\n\n\n\n\n\n13. Adam Rich\nAdam Rich, founder and editor-in-chief of Thrillist, presents talks about how e-mail is the fundamental social medium.\n\n\n\n\n\n\n\n\n\n\n14. Christy Tanner\nChristy Tanner, general manager and executive vice president of TV Guide Digital talks about how social media is (and is not) transforming the entertainment business.\n\n\n\n\n\n\n\n\n\n\n15. Josh Williams\nJosh Williams, CEO of Gowalla, discusses what brands and consumers can expect for the future of location. He says these apps should be used for crafting the narrative of your life, as defined by the places you go, the people you meet and the photos you capture.\n\n\n\n\n\n\n\n\n\n\n16. Zach Sniderman\nZach Sniderman, Mashable's assistant features editor, introduces speaker Aaron Sherinian, executive director of communications and public affairs for the United Nations Foundation.\n\n\n\n\n\n\n\n\n\n\n17. Aaron Sherinian\nAaron Sherinian, executive director of communications and public affairs for the United Nations Foundation, addresses crowdpushing and why non-profits want your help.\n\n\n\n\n\n\n\n\n\n\n18. Steve Rubel\nSteve Rubel, executive vice president of global strategy and insights at Edelman, delivers his presentation, \"Authority in the Age of Overload.\"\n\n\n\n\n\n\n\n\n\n\n19. Sharon Feder\nSharon Feder, Mashable's managing editor, gives a speech. \n\n\n\n\n\n\n\n\n\n\n20. David Jones, Sharon Feder &amp; Adam Ostrow\nKeynote speaker David Jones, global CEO of Havas and Euro RSCG, hangs out with Mashable's Sharon Feder and Adam Ostrow.\n\n\n\n\n\n\n\n\nSupporting Sponsors\nSponsorship Opportunities\nA limited number of sponsor opportunities are available for Mashable Connect. This is an excellent opportunity to get in front of Mashable\u2019s passionate and influential audience. Contact sponsorships@mashable.com for opportunities.\nImage courtesy of iStockphoto, ymgerman"^^<http://www.w3.org/2001/XMLSchema#string>
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