"5 reasons" this, "14 ways" that, "23 times when"... It's how millennials consume information today, mircomedia, and I have to say I am as guilty as the next guy. It's a race to get to the point.
As marketers, we are rushing to get our point across too. We tell ourselves, "If we don't get their attention, it doesn't matter what the content is!" But when is the last time you personally changed your mind or did something new by engaging with one of these split second pieces of info?
The rush is great, but it has to lead to something more.
We've wired our brains digest micro-size information. The second we open an article we are immediately looking for the main points. Listicles, eight-second Snapchats that we rapidly click through, Instagram videos--remember when we wondered who would ever watch a six-second video? We even scroll through our phone while our favorite TV show is on.
Micromedia doesn't change hearts and minds. Micromedia is quickly seen and immediately forgotten as we move on-- cramming the next bite sized morsel into our head. This doesn't leave enough information to create a new thought. Clever marketing might get a quick laugh, but within a quarter second later the reader is on to the next point without even retaining the previous one.
To really engage the brain, conversation is amazing but experiences are king. Ben Franklin said: "Tell me and I forget, teach me and I may remember, involve me and I learn." The same is happening with Millennials. They are chasing experiences in record numbers.
You can see this in the rise of music festivals like Ultra, Tomorrowland, TomorrowWorld, Coachella, Electric Zoo, Bonnaroo and more. Also, this can be seen in thought conferences, like Summit Series at Powder Mountain.
Another example of Millennials looking for real engagement is the craft beer and foodie movement, an experience always documented on Instagram. Then there's the biggest of them all--the millennial obsession with travel.
Real engagement isn't just bite sized, it has to start a conversation that leads to an experience.
Though microdata is a powerful tool to get attention, alone it's just like firecrackers--exciting while they are going off, but the second they burn up everyone has forgotten. It's the grand finale that always gets the most attention.