We all wondered what we’d do when we ran out of letters of the alphabet to describe our generations.
Thankfully, rather than defaulting back to the start and doubling up with a clumsy ‘Generation AA’, we are now dubbing collections of people not by their chronological debut, but by what drives them.
Enter ‘Generation C’.
This is a connected class of consumers. And they’re clever. They have the ability to focus on everything they find important to them, often from different inputs, on different devices, all at the same time. As master marketer Brian Solis states “Connected consumers don’t just expect online, on-demand streaming optimized for each device, they expect to engage in each screen differently and in a dynamic way.”
Enter the Creatives.
Far from possessing the short attention span that they’re often accused of, Gen-C are simultaneously absorbing information through their iPads and smartphones while watching TV.
These second and third screens should be considered by Creatives as a new frontier where your talents can be displayed, shared and discussed. No longer is your art confined to a fixed-narrative, non-interactive single platform such as a magazine editorial or TV episode, you now have the ability to connect with your audience.
•Behind-the-scenes photos of the design process
•How-to videos explaining say, special FX make-up
•Social Media discussions about your creative choices,
these all contribute to the entertainment experience. Best of all, your contributions to these platforms enable you to get your work seen by untold masses, gaining you legions of fans and worldwide recognition of your art.
Social Media is a new form of entertainment
The Hollywood reporter recently published a poll reporting on how people are discovering and consuming entertainment. According to the study, 88% of respondents view social networking sites like Twitter and Facebook as a new form of entertainment.
It was only a matter of time before a convergence of traditional entertainment (like heritage television) and social networking became commonplace. Welcome to Social TV. More than just being able to converse with live TV via tweets or hashtags, the future of television allows an exciting connectivity and engagement between production and audience.
Consider all this on your future projects. Connect with the fans of the productions you are working on. Contribute to the conversation and celebrate the coming of Generation C.
A whole new class of creative consumers.