Ok, so I’ve been a little quiet on the blog front – I’ve been head-down working on the launch of our new business; Mediary which is happening tomorrow! So, stay tuned for more on that! But this morning I was hit by a compelling urge to write a blog after reading today’s update from The Content Marketing Institute featuring a blog about Generation C – the YouTube generation. Now first of all, I have to apologise to my 14 year-old daughter who I have hung out to dry as the Featured Image for this post; but I don’t think she would disagree that she is the perfect poster child for this generation.
Think with Google labels this generation as “people who care deeply about creation, curation, connection, and community. It’s not an age group; it’s an attitude and mindset defined by key characteristics. 80% of millennials are made up of Gen C, YouTube’s core (though by no means only) audience”.
Everything they want or need is in the palm of their hand – literally. The photo for this blog depicts what I looked at for the entire 45 minutes that I took my daughter out for the ‘girl’s breakfast’ for her birthday earlier in the year – that she was ‘dying for us to go on’ before school. But the thing was she was absolutely unable to ignore even one of the vibrating notifications on her phone depicting birthday shout-outs and photo montages from the last year of photos – from everyone, and I mean everyone (or so it seemed) who knew my daughter. That phone is her connection/umbilical cord/life-blood/window to the world – and like it or not, do not think for a minute that she would pause to watch anything, much less an AD if it didn’t satisfy her instant (and over-indulged) browsing needs. NO WAY.
What makes this generation compelling is just HOW connected they are; other than the fact that they ARE our consumers and the generation that we have to be building products and marketing tactics for, it really boils down to two drastically important things that I already feel particularly passionate about:
- They reject the hard sell – ignore this at your peril – and I really mean that. The hard sell is dead. Embrace Seth Godin’s Permission Marketing with everything you do, as we very much must ask permission to be heard. If you are not talking their language about something they want or care about, forget it. You will face certain Generation-C death.
- They rely on their communities – the instant-ness of a share with their ‘communities’ is so incredibly quick and powerful; trust me, it can make or break a brand in an instant. Think about it – just a few weeks ago, music goddess, Adele casually announces the launch date of her new album on Instagram and sells 2.42 million copies before it even goes on sale. Even 27 year-old Adele was shocked at the power of a social share.
So yes, Generation C? I’m all over it – it’s digitally connected but physically being anywhere simply isn’t necessary anymore. My daughter even messages me from downstairs to ask me to put the air conditioning on. Thankfully my younger sons still come upstairs and talk to me in person, but with one being nearly 12 and the other being 7, I know it’s only a matter of time.
At the end of the day – Generation C are the ultimate candidates for responding positively to well created Content Marketing; BUT given how quickly I see my daughter scroll through her feeds, it is safe to say that the content we create for this generation HAS TO DELIVER VALUE, and BE RELEVANT to their ever-changing needs – and trust me, that may well just be even harder than it sounds. Luckily for me I have 3 Generation C’s to carry out my market research on…..if I can catch their attention that is!!!!