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You might have come across the word curating, curator or to curate incidently or even quite frequently lately. Some of you may fully understand the meaning and more importantly why it is essential to know about it. Great stuff! For all others here’s some quick info to clarify the term and to start thinking if it’s something you need to dive into a bit more, follow or even start doing, personally or as a brand.

Wiki says
“A curator is a manager or overseer and is derived from the Latin curare meaning “take care”.” Great. Pretty clear so far, but you might think: “So?”. Rightly so, but hold your horses, because further down the same Wiki link some more digiwise info is given: “In the same way [...] a museum curator may acquire objects of relevance [...] the injection of technology and impact of social media into every aspect of our society has seen the emergence of technology curators; someone who is able to disentangle the science and logic of a particular technology and apply it to real world situations and society, whether for social change or commercial advantage.”

Bottom line
In the current day and age where there is so much information we can not even fathom it anymore, almost every surf on the internet starts with search engine Google and although that’s fantastic it can’t really replace people. And because we are people ourselves (just do the quick Descartes check), we prefer advice, inspiration or just simple tips and tricks from other humans; the latter group is often referred to as curators.

Two way street for humans and brands alike
The great thing about curating is you can be a curator and a curatee at the same time, albeit on different topics. It’s a great way to move forward as a human race. And although having a great human curator is the best (Check out Laughing Squid or Brainpicker for two examples of platforms by humans), there definitely is a role for brands as well. Brands have a personality and – in the words of Jules from Pulp Fiction – “personality goes a long way“. Brands can facilitate or embrace curation. Through old school media like magazines, thus bundling what we might find interesting, through digital platforms or for instance branded apps. A great example is an app helping you to curate apps yourself called Appflow. Flipboard is another great one of course letting/helping you curate your own magazine. If you don’t already have it, it’s a definite must on tablet and smartphone. And check out beerbrand Beck’s and it’s Gigfinder. Curating thus is a great way for brands to add real value to people’s lives.

So, now you know about curating and curators and can decide if you want to use one, be one – personally or as a brand. And of course there’s always the other option: not use it nor be it whatsoever, but I wouldn’t go for that one.

Because let’s be honest, we’re all a little bit lazy so once in a while it’s great to get some good advice from people or a brand you trust and who just know(s) more than ourselves on a subject, service or something else.

Also check out our 8 Digital Trends which include curating and others such as brand butlers and TV Next.