Monday, 22 january 2018 | Redacción CEU
Getting attention in just a few seconds, increasing engagement thanks to formats with an expiration date and meeting the demand of immediacy being concise. Snapchat, Whatsapp, Instagram and Facebook have bet on the push of the brief until now. Is it there where the secret of the audience recruitment lies? Big social network companies seem to believe this and have encouraged users and companies to the creation of content in small doses, easy to consume and share, and that just as it comes, it goes. According to the saying, the good, if brief, would be twice as good. Is this really an infallible strategy in digital marketing? Will this trend be as fleeting as the briefness of its format?
Do you know what are the trending topics of each day? Has a friend sent you a video on WhatsApp and you said that you saw it last week? Do you usually share "stories" every week and use selfie filters in your videos? So, you are part of what marketers call "Generation Hit". A group of people who are not characterized by their status, condition or age, but by their behavior. They are users that jump from one digital content to another in the blink of an eye, that appreciate the value of the ephemeral and everything that can be communicated fast, that do not need details, and that let themselves be carried away by viral posts. It is evident that the brief, whether in time or in format, causes furor among this group of population.
Is this an impatient society?
Many young people did not get to know the world without computers or cellphones. Many children at the age of two already handle some technological devices in a surprising way. Digital natives relate to the digital world in a natural way. Their time conception is different. It has been said to millennials and Gen Z that their development in a hyperconnected and digitized environment has favored their disproportionate desire for immediacy, but this lack of tolerance for waiting is not exclusive to young people.
Texting a WhatsApp, buying online or consulting a question to your cellphone is easier, more convenient or faster than calling by phone, going to a store or looking for something in a book. In general, the population has become accustomed to complete many tasks that once involved effort and time, but that are now completed in a few seconds. Technology has led to shorten processes and management. On the other hand, our day-to-day is more complex and time has become a very precious resource. It is not surprising that in an accelerated context that demands immediacy, the star content is short, easy to consume and ephemeral.