Communicating Via Tumblr And .gifs: The whatshouldwecallme Trend

Today's post comes to us from Laura, a soon-to-be sophomore at NYU who has noticed a particular trend among her generation. They're using non-traditional media for communication. When text messaging, social media, and the rest isn't enough, they'll invent their own ways to connect, which is what happened when two law students on opposite ends of the country wanted a better way to keep in touch — so they turned to Tumblr and animated .gifs. Laura explains their story, which became a cultural phenomenon, below...

Communicating Via Tumblr And .gifs: The whatshouldwecallme Trend

The multitude of ways our generation communicates today has been a topic of fascination for years now in the wake of new technologies that range from texting to Skype chats. These methods are simple, direct, and great for keeping in touch with friends or family that could be located anywhere in the world. But for two best friends attending law schools on different coasts of the country, the available communication tools weren’t enough.

The law school ladies, who insist upon staying anonymous to the public, wanted to find a way to stay in touch and entertain each other throughout the day. They found that they could create their own funny, often self-deprecating private jokes or tidbits about their lives using captioned .gifs — short, soundless moving image clips from TV or movies. The captions, which they wrote themselves either before or after finding the appropriate .gif, truly makes the joke, since it puts the unrelated content of the image into the context of their point. For example, a .gif clip from the evening news of a culprit running away becomes the metaphor for “when my sister tries to leave the house wearing my clothes.”

The two got a laugh from these Tumblr exchanges, naming it

 
 
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Millennial News Feed

Quote of the Day: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

Last spring Gap made headlines by voluntarily raising the company’s minimum wage to $10 an hour and let loose the viral hashtag #LetsDoMore, which has seen 90 million social media impressions to date. The fashion brand has continued to develop its ethical stance via powerful posts on Twitter, Facebook, and Instagram, recently supporting the U.N.’s #HeForShe movement and using social media as an outlet to promote women’s equality in the workplace. Though their “Dress Normal” clothing campaign may be missing the mark, their social media strategy speaks to young women in a way that they can support. (Forbes)

International news outlet Al Jazeera has introduced “Pirate Fishing,” an interactive game that lets players act as journalists investigating an illegal fishing trade. As Millennials shift their focus from traditional news sources, the game intends to bring readers “deeper into the story” for a more immersive experience. Other media outlets are seeing similar value in creating interactive story telling through gaming: BuzzFeed is currently putting together a team dedicated towards game development. (Digiday

The U.S. Navy is looking to mentorship as a way to adapt its highly regimented training routine to fit Millennial work expectations. While Millennials may not want to be friends with their superiors, they want to feel respected and receive constructive feedback, so Gen X commanders have started mirroring parent relationships with students as a way to connect and instill a sense of family values. (Businessweek)

Twilight author Stephanie Meyer and Lionsgate have announced a new project in the works titled “The Storytellers—New Creative Voices of The Twilight Saga”. The series calls for female directors to create short films based on Twilight characters, with the top five being chosen by a panel of talented females that includes Octavia Spencer and Julie Bowen. The final products will be screened on Facebook, hoping to attract new audiences with a social-media-first push. (Vulture)

Moms began ruling social media with the surge in mommy bloggers and online communities, but a recent poll of the demographic shows that social media overload may just be #TMI (too much information). 60% of new moms are considering unplugging completely from social media, and feel pressure to appear to have a perfect life online. When asked to name their turnoffs, Millennial moms named sharing too much and too often, along with too much marketing content on their feeds. (Mediabistro)

Our daily insights article, available to Silver and Gold tier subscribers, illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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