Community Content a Hotbed for Attracting Millennials

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Some social media networks are held together by the desire of millennials to communicate with already established interpersonal relationships. Community content is a an important byproduct of social media by fostering a large, overarching group of millennials that generally share common interests by maintaining, updating and populating content in a shared environment. Community content can be as simple as posting a picture, small snippets of information or just by commenting or replying to content which adds to discussion or continued dialogue. However, with the ever-growing ability and practice of adding video and audio,–community content is much more robust, entertaining and informative for millennials and beyond.

“By 2017 40% of the population will use video and social networking on the mobile devices. Visual engagement on a mobile platform can help brand content in a pleasing way; with audio adding another dimension. This makes it more appealing and interactive than just print or static websites. People love video and it’s a way of capturing attention and beating boredom, especially to 18-34 year-olds.” (Rhoads, 2015)

To further enforce this trend, PR Daily reports, “Five billion videos are viewed every day by millennials on YouTube, making it among the hottest places around to tell your story visually. The videos are embedded, enabling a fan of an airline or carmaker to drop a URL into a blog, spreading its reach.”  Needless to say, this works well in millennial social networks as well as community sites.

 Transition from social to content? Is it both?

The blurred line in delineating social media to community content is becoming even harder to see where one ends and one begins. As Dr. Michael Wu puts it, “Communities can overlap and are often nested.”  The crux that is catapulting the two together is the advancement of technology, thus easing the option for anyone to add audio and visual content to just about any social media channel.

It is both? Strangers initially in a community based forum input content in pursuit of individual, yet similar goals.  However, through consistent interaction and getting to know each other, even virtually, you make connections and actual friendships which is an integral part of millennial social network dynamics. Through this incidental union, this content community channel gives even more access to branch out a step further.

How does Instagram measure up to being a content community?

Instagram is a great example of how a community channel can skyrocket based on its intriguing content appeal.  Numbers don’t lie—especially for this powerhouse that began in 2010 and boasts the largest increase of users and now reaches 400 million.

In exploring Instagram’s inclusion as a community content card-carrying member, according to Search Engine Journal, “Three factors that make Instagram very attractive to businesses targeting millennials: visual appeal, engagement, and mobility. This last factor sums up the very nature of the network. Once an Instagram account gains a substantial number of followers, it starts to feel and behave like a community. The beauty of Instagram is that its content can be found across many social media platforms; with the motivation to see what others are doing successfully.”

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New Hyperlapse app

Instagram also features the ability to customize photos and videos with several custom-built filter effects. Moz Blogs Julienne Staino sums it up nicely, “Video content is like the new sliced bread.”

TechCrunch has to this to say about Hyperlapse, “Generally speaking, image stabilization tech is processing-intensive to the point where it really isn’t feasible on mobile but it’s progressing. However, by using the gyroscopes in the phone itself, the Instagram team used algorithms to calculate the movements of the phone and correct it in the shot. They’re able to get away with this by using a cropped portion of the massive resolution available in your phone’s camera, leveraging the extra pixels of the sensor to stabilize the view. The end result is an app that creates beautiful, souped-up videos that look and feel as though they were shot by professionals using expensive equipment.”

Adding the new standalone app, Hyperlapse, is a progressive smart move to keep the spike of millennial mobile users rising, however, Instagram’s success is really built on simplicity. Pre-set filters and easy streamlined process replace tedious editing and commenting. From start to finish, the process is centered around simplicity, something even this old gal managed in minutes.

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