Millennials and mobile. Mobile and millennials. For anyone who works with content creation, these two words are thrown around A LOT. Over the last month, I have attended three conferences and completed a course in digital content strategy, and guess which words were repeated the most? Everyone is talking about the ways in which millennials are viewing and creating content, which, in case you have not heard, is increasingly on mobile.
According to multiple sources (see here and here, for example), mobile penetration is on the rise and millennials are using smartphones more often for content consumption—whether it’s digital video, or social media, or mobile shopping. The moral of the story is that organizations and companies need to go where the millennials are going (or have already gone).
As someone who is on the older side of Gen Y and a huge consumer of various kinds of content, I can confirm that I use my smartphone a lot. I probably use it way more than I should (e.g. reading the entire Steve Jobs biography on my iPhone 4S). And while I will always love the feel of a book in my hand, I have grown increasingly fond of my New York Public Library app. It’s so convenient.
For the work that I do, which centers on internal communications, community engagement and multimedia journalism, it is crucial that the content I create and curate moves across platforms seamlessly. The cross-platform lines are increasingly being blurred in content consumption and creation, so it’s important to make sure everything translates well on mobile.
One example that I am particularly proud of is the recent launch of Columbia Business School’s new brand campaign. The internal launch and celebration involved students, who are, for the most part, millennials, so of course social media engagement played a large part in building and maintaining momentum. Utilizing the hashtag #CBSAtTheCenter, mobile platforms were key in spreading the word about the new brand campaign in a way that was fun, influential and, most importantly, authentic.
So, for now, I think it’s safe to say that mobile is here to stay. Millennials are definitely here to stay, and as long as we remain the target audience (so at least until there’s a Generation Z), it will continue to be all about millennials and mobile.