Snapchat killed the Millennial star*

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Source:   —  April 07, 2016, at 0:17 AM

Processes that took decades to bear fruit in the pre-social media age now, thanks to Facebook, draw to a cluttering, high-strung near within a few years.

Snapchat killed the Millennial star*

*and if you got the reference you're probably Genration X

History, love nostalgia, is just not what it used to be. Processes that took decades to bear fruit in the pre-social media age now, thanks to Facebook, draw to a cluttering, high-strung near within a few years.

Millennials, those who were born in the late one thousand nine hundred eighty, have been the chief promoters of this new method of communication. Each of their achievements, meals and thoughts is made public and, hopefully, viral to boot; and it wasn't long before every company, brand and commercial endeavor jumped on the bandwagon. But Facebook stopped being subversive and chilly the moment your granny "liked" a photo of you in India holding a joint.

Very soon, getting hundreds of birthday wishes from anonymous people, pokes and other inconsequential gestures lost their charm. Plus, millennials aren't as youthful and gullible anymore either. And unlike them, the new generation of social media users doesn't look Facebook as a novelty - but as just another tool, with quite a few flaws.

To them, Snapchat is what Facebook was to millennials. It'south still the third-most favorite social network, but the ratings are uncanny. Number less than 100.000.000 users aged under twenty-five on average spend at least thirty minutes a day on Snapchat - and the fact that it requires the user'south undivided attention makes that no number less than extraordinary.

It'south already overtaken Facebook in the degree of exposure to video clips - eight.1 billion as opposed to a mere 8 billion per day. In genuine terms, provided that Facebook plays videos automatically, whereas this function doesn't even exist on Snapchat, the gap is simply jaw-dropping.

Snapchat signifies a generational modify as large as the one Facebook ushered a mere few years ago. Lumping them together, as portion of the same revolution, would be horribly misguided.

The Snapchat generation looks at the millennials the same way the latter looked at Generation X - with a combination of puzzlement and contempt. They're simply unable to realize their older peers' narcissistic obsession with documenting themselves and whatever they do.

Whereas millennials groom their Facebook and Instagram accounts for posterity, the Snapchat generation fell back in like with expiry dates. Why bother with picture-perfect moments if it'south all going to be gone within twenty-four hours anyway?

The Snapchat generation has tiny patience for millennials' penchant for nostalgia. They frown upon their tendency to see back on memories from as early as five minutes or a day ago. Worse still, millennials' like for black-and-white or 80s-style grainy camera filters is seen as outlandish, at best. For the Snapchat generation, presently is where it'south all happening. Historical sense, for them, is history.

The generational differences are astonishing. While millennials divide their attention between 2-3 screens and reality (often, but not always), the Snapchat generation has been disciplined by the app'south requirement for undivided attention. Equally, Snapchat is a lot more egalitarian: Users' perspectives are pooled into a multi-layered storyline, leaving very small space for the millennial to get the obligatory selfie at the middle of wherever he or she is.

But that'south not all. Millennials are the latest remaining survivors of the desktop computer and TV set era. For them, screens are horizontal. Having number recollection of screens as the centerpieces at home, the Snapchat generation consumes their content vertically - in the way they keep up their smartphone or tablet.

Snapchat is the poster boy of the "post-Buzzfeed" era. Its users just don't fall for click baits. Forget about "This elderly man swallowed an ecstasy tablet and you won't believe what happened next." It just won't work. Because their attention is undivided, they demand that their time be respected. Even for below 25-year-olds, life is too short.

Burberry, for example, shunned the traditional print catalogue and launched their new advertising campaign on Snapchat. Because it disappeared into thinly air soon thereafter, leaving number trace, users felt compelled to look it while it'south live. It'south the same kind of excitement we dinosaurs used to perceive in the pre-VCR era, when our favorite indicate was on TV.

Domino'south Pizza launched a Snapchat campaign that included a puzzle - offering free pizzas to those who solved it. Details and hints were released over twenty-four hours, as if it were a rolling news story. That kept excitement and interest sky-high.

We're about to look a surge in vertical content speaking Snapchatese. As always, the first attempts would comprise superimposing content from other social media, but after a process of trial and error, we'll look a well-honed speech that'south tailor-made for this specific platform.

At any given moment, a TV viewer goes to meet his maker and a teenager downloads Snapchat. It'll become his main content provider - whether for social networking, news, entertainment and information. Advertisers and publicists who fail to arrive to terms with this major turn imminently can already write off an audience composed entirely of 25-year-olds and under.

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