Millennial Migration: What Will Happen to Branded and Curated Content?

Millennial Migration: What Will Happen to Branded and Curated Content?

As I sat at my undergraduate graduation this past weekend, I saw hundreds of my peers taking photos, Instagramming, Snapchatting, and posting photos to other social media sites. A quick glance through my various social media timelines confirmed my suspicion. Their actions were not simply to capture memories but to share a change in their social status with the digital world.

For Millennials, the act of posting photos to social media is a chance for instant gratification. Quantified by likes and comments, memories have evolved far from the old shoebox in which my parents used to store 4×6 photo prints. With so much thought devoted to the caption and composition of each photo uploaded to social media, it is easy to understand why little thought is given to the future of said content.

Similar to the migration of downloaded music to streaming (this reference definitely labels me as a Millennial because I said “downloaded music”, and not CD’s), social media usage trends are bound to change with the demands of future generations. What will happen to all of the memories that my peers deposited on Facebook? Will they be lost forever when platform use declines? Will an entrepreneur charge to migrate and reformat digital content?

While I do not have immediate answers to the questions I posed above, I do foresee a major challenge for brands that invest heavily in their digital brand across the most popular social media platforms. Simply posting branded content and investing heavily in digital brand management is not enough as culture rapidly advances into an uncertain digital abyss. Millennials are known for varying heavily in preferences depending on the day and social climate.

Gen Y’s behavior is driven by an innate desire to stay in the know and on top of current trends. Shouldn’t brands and digital content producers do the same? It is important for brands to choose their digital investments wisely in the coming years as what is popular today may not be in six months.

It would be a shame for thousands of dollars of branded and curated digital content housed on social media platforms to be lost because of a brand’s inability to keep up with consumer trends and preferences. I’d suggest that brands and individuals refrain from investing all of their money and memories so heavily into just one or two social media platforms. It’s hard to tell a consistent story when the content that contributed greatly to the company’s advertising economies of scale is inaccessible or rarely viewed on an extinct platform.

For all of you social media and brand managers out there, heed this message: monitor your consumers’ media consumption habits and platforms, and be prepared to migrate curated and branded content from platform to platform. Afterall, it’s called brand management, not brand sit back and watch!

Garrett Meccariello is an aspiring brand strategist and researcher based out of NYC. In his free time he can be found building the next great brand, exploring the city, and eating a lot of cured meat and cheese.

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3 Emerging Trends Disrupting the Advertising Agency Model in 2017

3 Emerging Trends Disrupting the Advertising Agency Model in 2017

Six. That’s the number of agencies that have asked me a variation on the question: “How
will the traditional advertising model change in the coming months?” during the employment application process.

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The answer to that question is: yes, it will, and in unexpected ways. The agency model will change because we live in the information era in which trends are born on news feeds and timelines. Social movements can sweep very rapidly from coast to coast with a single post. While there has been little change in the traditional agency model (shout-out to Grey Adventures for shaking up the model), consumers have broken through traditional social norms. These changing norms demand faster responses to their trends from brands and their marketing teams.

  • Legal Marijuana: Likely to be a big contender in 2017 with 4 states recently moving to legalize recreational use of the drug. So how are agencies going to adapt to this growing market opportunity? Will the traditional “big boy” agencies seek out marijuana dispensaries as clients side by side with their financial or pharmaceutical greats? Or will neighborhoods see an influx in new shops opening up that specialize in building (or planting) emerging marijuana brands without fear of the stigma that surrounds the industry? I foresee great market opportunities for creatives and strategists to break away from the more traditional, larger agencies and open their own specialty shops to capture the business of this soon to be 8 Billion Dollar per year industry.
  • Millennials: Yes, that’s right: the dreaded bunch (myself included). During a recent conversation with a senior marketing manager, our discussion turned from the familiar industry dialogue toward a more inquisitive one. The tone suggested that many marketers are unsure of what’s next with this generation. Millennials may not follow the same demographic and psychographic trends as we have seen with past generations, but they are fluid. They are exceedingly loyal and preferencial when it comes to brands, which further drives their demand for unique and individual experiences. I frequent brands that make me feel like I am an individual, unique from my peers, and not just a number on revenue reports. Ultimately, this means that agencies must tailor communications strategies to individuals, rather than setting demographics at a high, unfiltered level. Successful agencies will need to leverage CRM marketing initiatives and tailor copy to speak to the individual preferences within the consumer, not the wallet in their back pocket.
  • Disappearing Gender Norms: It’s timely that brands have finally made strides toward removing traditional gender norms from their products and marketing. Most notably, Cover Girl recently debuted its first ever Cover Boy. No longer is the company sticking to traditional social norms and avoiding cultural taboos. This company is making a statement that brands will begin to allow consumers to define the target demographics for their products. The trend of disappearing gender norms has spread to other personal care brands as well. Premium beauty care brands, such as the Art of Shaving & Kiehl’s, have led the charge targeting their marketing and products towards men as social stigmas regarding self-care have been destroyed. The emerging market of men’s beauty care and maintenance products will continue to drive entrepreneurial investment into new companies and extend existing traditional feminine product lines of dominant companies to men. The creative work published by agencies must match evolving consumer expectations rather than pushing traditional social norms onto the market. Consumers reported appreciating “real advertising” from brands, such as Bodyform, that don’t shy away from incorporating an unfiltered life into their creative work. This trend is likely to extend into male beauty care as disappearing gender norms convey to male consumers that it is ok to take the time and use products to enhance appearance.

These three trends are just a few of those posing an upset to the traditional agency model. With social trends and demographics changing at the blink of an eye, agencies must look within and ask themselves if they are fluid enough to adapt to these changes before other competing agencies swap out the traditional model (known for the lag time between creative ideation and execution). To all potential employers out there asking questions of their applicants, weigh the insights provided by Millennials and commit to adapting to new trends and changing the way your agency operates to stay relevant and competitive in this ever crowded marketplace that we will soon call 2017.

I would like to wish a Happy New Year to all of my readers, colleagues, family and friends. May we all adapt to changing times and charge into 2017 with innovative and open minds.

Garrett Meccariello is an aspiring brand strategist based out of NYC. In his free time he can be found building the next great brand, exploring the city, and eating a lot of cured meat and cheese.