The New Mobile Storytellers

In Millennial minds, the world is just waiting for them to record it. According to Ypulse’s research, 70% of Millennials say that they use their phone’s camera frequently, making it the third most used feature after messaging (91% use frequently) and phone calls (75% use frequently). It’s no secret that photo apps have skyrocketed in popularity in the past few years, with Instagram and Snapchat leading the pack. Millennials’ heavy use of their smart devices' cameras is about their increased reliance on visual communication using apps like these—but it is also about their desire to tell their stories to those around them. Their Instagram feed becomes a visual timeline and public journal that showcases not only the people, places, and things that fill their days, but, thanks to filters and comments, also their mood at the time. It’s the story of their lives. But their increased reliance on mobile video is making that storytelling even more advanced. Vine launched in early 2013, and an April Ypulse survey found that 4% of 14-18-year-olds were using the app—but by October the number had increased drastically to 19% for the same age group. A quick perusal of the most viral Vine stars shows just how creatively some Millennials are telling visual stories, even in short six-second clips. But not everyone can easily craft a story, even if they want to share one, and just as photo apps evolved to allow amateur users to look like pros thanks to a click of a filter, video apps are evolving to help Millennials be the storytellers they want to be. Whether documenting their own stories or creating new ones, thanks to some emerging apps and tools it is becoming easier than ever for them to express their creativity. Here are three of the most buzzed about apps in the visual storytelling space: 
 

 
 

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Millennial News Feed

Quote of the Day: “You want me to list every concert I’ve been to in the past year? Are you nuts? I've been to like 30 so far this year.”

—Male, 29, NY

Forget the ping pong tables and free food, Millennials really want a tech-smart workplace. A new study from Dell and Intel has revealed that 80% of 18-34-year-old workers prefer tech-forward perks like augmented/virtual reality than other low-tech perks at their workplace. They are so driven by digital capabilities that 42% say they wouldn’t hesitate to leave their jobs if the environment wasn’t up to par with what they consider “smart.” About three in five say they expect technology to become advanced enough to longer need face-to-face interactions in the future. (Parent Herald)

Branded content is not only a way to reach the ad-skipping generation, it’s also producing results. A recent Nielsen analysis found that branded content generates 21% more brand recall than a pre-roll ad, and is giving brands a boost in perception: affinity for branded content averages 28% in comparison to 18% for pre-roll, and purchase intent is 14% for branded content compared to 11% for pre-roll. The analysis also found that 40% of consumers say they “probably will” or “definitely will” view branded content on future TV/video episodes. (MediaPost

Victoria’s Secret is making a not-so-subtle play to attract Nike consumers to their brand with Victoria Sport, their new athleisure division. The brand has been slowly shifting its image from sexy to athletic to coincide with Millennials’ preference for “being fit [and] strong,” and buying clothes that reflect that. On the new line’s website, Victoria Secret calls out Nike with a quote from one of their Angels saying, “When I tried these, I threw out all my Nike bras." (Business Insider

“Brand love is alive and well with the Dew nation." After Mountain Dew asked fans to vote on which limited-edition flavor should become a permanent fixture in stores, Baja Blast or Pitch Black, a three-month long voting campaign inspired crazy stunts and drew in nearly 5.8 million votes. To encourage votes, the brand hosted an event inspired by ‘90s favorite GUTS Aggro Crag, and challenged fans on social media to bathe in or dye their hair the color of the beverage they wanted to win. Fans complied, and in the end Pitch Black was the ultimate winner with 50.5% of the votes. (Adweek

Millennial small business owners (SBOs) are “in it for the long haul.” A study from Wells Fargo revealed that 80% of 19-35-year-old SBOs plan to grow their business for many years and eventually pass them along to their children, and nearly 60% say that being passionate about their work is what drove them to start their business, compared to about half of older SBOs. Millennial SBOs are also more willing to put it all on the line: 67% are willing to take financial risks to get them there, while only 54% of older SBOs said the same. (Entrepreneur,The Street

“I like Beyoncé, because she's a force to be reckoned with in most aspects of her life. She shows how to be a strong female.”—Female, 26, CO

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