How Social Media Won The Election

Election night has come and gone, but there’s a still a lot to learn from the race about how Millennials were involved in making it the most social election ever! Besides election night breaking a record with 20 million tweets, young people have taken to the Web the past few months, sharing political memes, gifs, status updates, and more. Most Millennials will tell you that their newsfeeds have been flooded with election information, and their generation has used Facebook as a forum to express their views via status updates and comments. They’ve been much more involved in the election than they’re given credit for, and in surveying 367 Millennials this past weekend, this became especially clear. Most of all, Gen Y made their interactions around the election social, engaging their peers in political information in accessible and often entertaining ways.

We asked Millennials about their political habits on social media leading up to the election and found that they were most active on Facebook. One-third (35%) said they posted a Facebook status about the election in the past two months and 4 in 10 (41%) commented on someone’s Facebook status about the election. Moreover, a quarter (24%) tweeted about the election and a close percentage (26%) replied to or retweeted someone else’s tweet about the election. Obviously these numbers jumped dramatically on Election Day with nearly 30% of Millennials informing their network who they voted for and millions sharing their thoughts on the outcome. Apparently taking pictures of, or Instagramming your ballot, is illegal in some states, but this idea itself reflects a very Millennial mindset of wanting to document their experiences and excitement about the election across social media.

Moreover, much of the political information among peers has…

 
 

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Millennial News Feed

Quote of the Day: “A major life milestone that happened this year was that I met my idol, Taylor Swift.” –Female, 22, CA

MTV’s Video Music Awards are still being discussed, thanks in large part to Kanye West’s epic acceptance speech, and the ratings for the Millennial-targeted show are in. While traditional TV viewing numbers were slightly lower, digital streaming of the awards were much higher than years past. In fact, streaming increased 155%, and the show was tweeted about 21.4 million times. The numbers reflect young consumers’ continued migration from the traditional broadcast structure. (MediaPost)

Music is huge on Vine, and now the platform’s young users can access some official tracks to put behind their looped clips. Last week, the Music on Vine feature launched, providing a (currently small) library of licensed music to creators. The  new tool is “a first step toward working with the industry before it starts to face similar copyright issues,” and could lead to future monetary opportunities. (Recode)

Weed is officially more popular on college campuses than tobacco. According to research of college students nationwide, 40% report using some sort of illicit drug over the last year, up from 36% in 2006, and that increase is largely due to an increase in marijuana use. When looking at daily use, nearly 6% of students report smoking weed every day, compared to 5% who say they smoke cigarettes daily. (SlateWSJ)

Millennials catch a lot of flack for always having their faces is a screen, but when it comes down to it, they’d prefer to talk in person. Recent research from a call center claims that 85% of working Millennials would rather meet and communicate in-person with co-workers, followed by email and talking on the phone. When it comes to customer service, 76% would rather call a brand to deal with an issue, compared to only 1% who say they would want to use social media to contact a company. (betanews)

When it comes to video content for Millennials, success is being found in the extremes. Long-form and extreme looped short-form—15 seconds or less—are both effective, according to Tumblr’s creative strategy director. To get that content in front of them, it’s about going where they are: “Millennials are not thinking about medium or format—they’re thinking about where they want to spend time discovering things, being entertained and ultimately seeing video." (alistdaily)

Quote of the Day: “Right now, I’m living at home with my parents and completing my education while also working.” –Female, 21, CA

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