Redefining “Social” As Millennials Switch Mediums 27 Times An Hour

Today’s post comes to us from Matt, a Youth Advisory Board member who, like many Millennials, notices how often his generation switches from one medium to another in search of new entertainment and information. This frequent shift of attention among technologies — which occurs 27 times an hour! — has inevitably impacted social situations and how Gen Yers interact with each other. Yet, it's also created a new definition of "social" as Matt explains weighing in on the pros and cons of having tons of technology at our fingertips. This desire to multitask and move between mediums creates a challenge for marketers as they have to work harder to capture Millennials' attention, but they can do so by providing ads that are entertaining and worthwhile for the consumer...

To contact members of the Youth Advisory Board, you can email them at youthadvisoryboard @ ypulse.com or simply leave a message in the comments.

Redefining "Social" As Millennials Switch Mediums 27 Times An Hour

Switching Devices FrequentlyThere were many lazy afternoons this past semester when I would be sitting in my living room with a couple of friends. The sun was pouring through our sliding glass door, the television was on, and music was blaring from my roommates’ bedroom. Meanwhile, each person was glued to their smartphone playing Words With Friends or another interactive game with someone who wasn’t even in the room.

I remember looking around the room and thinking that this completely sums up how technology has changed how Millennials interact. We have so many choices to be entertained and informed that it’s so easy to neglect what’s right in front of us, often the people we’re with.

But that’s not to say that technology has made us less social. It may, in fact, be the opposite; we can stay connected to more people than ever through…

 
 

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“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

Magazine covers aren’t dying in the age of digital—even when publications go out of print. Digital-only covers are “captur[ing] the print magazine's tangible essence” while building hype for media brands on social media (especially Instagram). PorterComplexNylonGQ and more publications have taken on the trend, featuring celebrities like Chance the Rapper to Sophie Turner. For magazines looking for a comeback with young consumers, digital-only covers can “translate their own brand for the web." (Fashionista)

Following “a series of scandals,” YouTube is taking major steps to overhaul its video review process and ad placement policies. The new guidelines “kick tens of thousands of video makers out” of the ad program by requiring anyone who generates ad revenue to produce 4,000 hours of content and gain 1,000 subscribers in one year, upping the ante from the previous requirement of 10,000 lifetime views. YouTube is also promising to manually review every video in its top tier of advertising (Google Preferred), and they’ve hired 10,000 new employees in the last year to get the job done. (recode)

Some Millennial parents are applying their minimalist tendencies to their kids’ toy chests to battle play clutter with “toy limitation.” It’s not a new concept—some schools of thought that have “advocate[d] simple, open-ended toys” include Montessori, Waldorf, and RIE—and today’s advocates say limiting toys can improve focus and happiness. A report from the University of Toledo concluded that toddlers “played ‘better’” when given fewer toys, meaning they played with each toy for longer and in more creative ways. However, some parents worry that they’re “denying [their children’s] self-expression” when they limit toys, and so the debate continues. (Slate)

Tostitos is giving fans their very own personalized Super Bowl ads to invite friends to their game parties. The platform takes a user's name, address, and other invite info and spins it into a video perfect for Customization Nation. Each ad features a different combination of Super Bowl clichés, including a “talking baby, puppies, sassy older women, [and] a celebrity pitchman.” Considering Ypulse data shows 64% of 13-34-year-olds watched some or all of the 2017 Super Bowl with friends and family, it’s a safe bet at least some will be sending out invites, possibly with some Tostitos product placement this year. (Adweek)

Facebook’s new feature lets Groups co-view each other’s content. “Watch Party” allows Group admins to show any Facebook video to members simultaneously, and to comment on a “dedicated reel” for a “shared viewing experience.” The feature is another step towards the platform’s new goal to “encourage meaningful social interactions,” and their new focus on Groups. The push for social viewing could possibly be integrated into other aspects of Facebook and its properties, like group chats. (TechCrunch)

“I plan to go to a free barre class at a local studio that is offering them as part of a New Year's promotion.”—Female, 33, MA

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