A new wave of social media has appeared in the form of digital video platforms, and millennials can’t get enough of this medium. While publishers, brands, and advertisers are scrambling to understand and adapt to the requirements of each platform, millennials are bounding ahead to explore this new trend and all it has to offer.
Sharing and consuming video has become such a widely popular concept that virtually all new social media platforms contain (or consist entirely of) video elements. Suddenly Snapchat, an app that’s core purpose is to send ephemeral pictures and videos to friends, has become one of the hottest social media platforms. Veteran social media platforms, such as Facebook and Twitter, are working hard to adapt to this shift and position themselves at the forefront of the new movement. Twitter purchased live streaming app Periscope earlier this year and Facebook recently started to support live streaming for verified accounts. This fast-and-furious obsession has given way to a vast variety of platforms:
So why are millennials so infatuated with this medium? For starters, they’re the generation of visual learners and visual buyers, so it’s no surprise that they gravitate towards visual content on social media. Video platforms also allow for easy social connectivity between users. Millennials can share small pieces of their lives with people all over the world using these sites and apps, bringing friends and family together in new and sensational ways. Videos also provide a level of entertainment that just isn’t possible with other mediums. Everyone has seen how fast a funny Vine can go viral across social media platforms. These sites and apps are also extremely comprehensible, a crucial trait when the hottest platform is ever changing. Simplicity is a clear advantage, and most video platforms offer easy functionality.
From chatting face-to-face with family across the country to seeing a friend’s new puppy for the first time, there is an unparalleled level of excitement that video platforms provide. It’s easy to see why the tech-savvy millennial generation is drawn towards this type of content medium, but it’s difficult to say which direction these video platforms will head in the future. Will we begin to see more live streaming options like Periscope and Meerkat? Or will the next wave of video apps come in simpler forms like LiveText, which cuts out audio completely? Either way, it’s safe to say the obsession with video platforms has only just begun. And publishers must adapt to yet another confusing millennial trend.