It’s a Completely Different World and Game with Millennials
Millenials are those born between 1980 and 1999, which means I fit into this demographic. I am 22 years old and as much as I hate to admit it, I am your typical of a generation that grew up on the Internet. I spend majority of my time on my iPhone 6, whether that be on Instagram, YouTube or Snapchat, I’m actively on it. We have cable at home, but rarely do I sit in the living room to actually watch, unless its recorded and I can skip the commercials. Television shows I do watch, I stream from Netflix and Hulu. While I read magazines still, I don’t have the reputation for reading print newspapers and that goes for probably every other millennial. Everything we need is in our smartphones, tablets and desktop computers.
With that said, it’s safe to say that Millennials have a different storytelling expectation than previous generations. Lisa Waananen Jones states, “Across the media industry — from ad agencies, PR firms, news organizations and entertainment companies — there’s a lot of talk about what Millennials want.” Even though its easier than ever to share a message, considering the amount of devices we have, its harder to catch or even keep people’s attention. We don’t really look up anymore, our eyes are too busy glued on our electronics. So, traditional banner ads don’t appear as well as the screens of our mobile device.
While the shifts in behavior for millennials have been tricky for advertisers, out of all the stories competing for my attention every day, stories that I find appealing are the creative commercials that doesn’t focus on the product. The kind of stories where you’re not even sure what they’re selling because you’re so invested in the story. This five minute Super Bowl Ad above, tells a story about a mother and her child’s journey trying to migrate to the U.S. to be legal American Citizens. What were they selling exactly? Lumber. Something that isn’t shown to us until the end. A story principle we learned in class that relates to this, is Showing, which means creating an image or opening a window for the audience so they can see and believe for themselves (faster, more entertaining).
Essentially, I like particular stories because of my personality, however, the way the story is being told and presented, has to do with my generation. If I were born in the 60’s, a time without smartphones, tablets and desktop computers, a story about fashion would still appeal to me, which ever way it’s presented because I don’t know any better. I have nothing to compared it, unlike today.
Companies and organizations should know that to try and catch my attention through stories, they should appear where I’m actively on, which I mentioned earlier, either on Instagram, YouTube or Snapchat. According to NY Times, “Brands need to figure out how to add value to a consumers life. And if they do that, consumers will seek brands out.” Companies and organizations should make it a point to make those accounts to market their products and reach out to their consumers through social media.