If the marketing industry had an office water cooler, the [a]listdaily Weekly would be it. Tune in every Wednesday for a rundown of the most crucial topics du jour.
00:06 - 03:21 : Why Generational Categorization Is Like Astrology
03:22 - 04:54 : Welcome To The Dark Side (Of Social)
04:55 - 06:30 : Snapchat Vs. FB Live: The Sound-Off
No generation has been studied as extensively as the current batch of teen-through-early-30’s-aged humans. They are now the largest living generation in the United States, which is why every night in the throes of stress dreams, marketing directors toss and turn, mumbling the word “Millennials” over and over.
The common wisdom the opinion of hateful Gen-X marketers is that Millennials are a bunch of lazy, self-centered, entitled brats, typified perhaps by Hannah Horvath, the lead character from HBO’s Girls - a smart, yet shiftless and neurotic underachiever allergic to maturity. This is in stark opposition, of course, to the selfless, grounded, hard-working, optimistic generation of teens whose philanthropic plight to improve the world was celebrated in such 90’s films as Slacker, Clerks, and Reality Bites.
Millennials reject that lazybones label and would probably prefer to think of themselves as Generation We. Mary Meeker agrees. Her Internet Trends report very simply lays out the subtle but critical differences between the latest temporal spatterings of humanity. Data shows the differences and cohort connections.
Gen Z still needs more study but they seem more realistic and perhaps more motivated by success than their celebrity-oriented Millennial counterparts, favoring creation and collaboration over simply look-at-me sharing.
Think about it like this: most Millennials came of age in the euphoric spoils of a pre-9/11 world. Everything was great! Growing up in a time when the most widely covered tragedy in the media was Bill Clinton’s rogue crotch was a luxury that greatly influenced Millennials’ formative view of the world. Everything’s great!
In stark contrast, Gen Z came of age with the somber backdrop of the war on terror. That’s why Gen Z has grown up more cautious about the world.
While (in most cases) you can’t summarize a human being by their demographic template, knowing the generations helps. Insights like these provide a starting point and smart marketers know that targeting niche audiences within a cohort and working your way out is often the most effective way to see what works.
In closing, consumers, if you’re sick and tired of being lumped into categories defined by when you happened to be born, a word of advice: stop posting the same five monthly hashtags as everyone else, like some kinda basic, boring-ass automaton programmed to fulfill demographic protocols. Nothing throws the bots for a loop like an outlier.
Dark social… it sounds like a coffee klatch for evil sorcerers, but for advertisers, it represents something far more sinister: elusive data. And as no one once said: what you cannot see… cannot be factored into a comprehensive marketing strategy. But what is this… dark social…? It’s a link shared in the mist, a comment posted in the wind, an emoji falling in a forest, prompting the question, do you truly know your customers?
In a report titled the “Dark Side of Mobile Sharing,” enterprise advertising platform RadiumOne says that worldwide, a whopping 84 percent of shares are dark. Stateside, the stats are only slightly less speakeasy, with 79 percent of total shares on American social networks being this sort of off-the-record jabber.
Basically, for every bit of consumer chit-chat you overhear, there are four secret conversations you didn’t even know you didn’t know you were missing.
This type of social leveraging been highly beneficial for the brands who venture into the darkness, but just as importantly, promotions like these have proven to be appreciated and valued by the users as well.
Is mobile video audio-friendly? That’s the big question this week after we were treated to reports that indicate 85% of Facebook video is watched without sound.
The image messaging app is putting the world on notice: two-thirds of Snapchat videos are viewed with audio. Bam! And the platform is so adamant that we recognize that claim, they’re partnering up with analytics company Moat to back it up with hard data. Quoth the Snapchat: “Advertisers are asking for a clear definition of a video view.”
Find us on:
Influencer Orchestration Network