As many millennials share this common notion of making a unique or interestingly crafted mark within the digital space, brands have taken this message into consideration in content production related to their brands. In this sense, many digital advertisers and marketers agree that creating GIFs and emojiis have become a new, image-based language for these young individuals to interact with each other on various social media platforms.
Other marketers agree that the creation of these GIFs and emojiis are accurate representations of millennials expanding their own world of communication with a basis in moving pictures or images to get their message across to others. In terms of devices, both iOS and Android mobile platforms have integrated emoji keyboards into their software, while Tumblr users engage over twenty-three million GIFs on a daily basis.
Unlike generations before their time, millennials, for the most part, have always been exposed to content within the vast digital media atmosphere. From inception, millennials have taken it upon themselves to acquire and mold content in a way that specifically fills their communication needs in that moment in time.
To illustrate, take the GIF as a primary example of this new form of communication that has swept and continues to be heavily used across social media properties. In other words, GIFs are crafted to express anything from political standing, to a positive emotion that is evoked with this individual’s favorite concert tickets are purchased. In this regard, many believe that we are currently living in a world in which millennials are consistently molding our digital space.
With Clinique’s campaign successfully producing an innovative campaign in the UK, brands need to generate stories that would make its mark amidst the endless communities that appeal to thousands of millennials on a day to day basis. This Clinique campaign which received over 600,000 social media engagements, had drawn upon not only emotional connections, but also this notion of the future as an environment to interact with oneself.
For brands still trying to make a huge impact on millennials across social media platforms, a great piece of advice to keep in mind is to evoke a profound level of inspiration when pitching a campaign to this audience. Crafting a product-based campaign that forces this generation to question, challenge and reconnect with specific emotions will create a long-term impact. By sparking this new, innovative conversation, millennials will have no choice but to pay attention to your brand’s tailored message.