In this day and age, it is imperative to grab your audience’s attention as fast as possible in a way that is memorable and on a platform with easy access. Bright visuals and the limited wording seems to get the job done for the most part because people tend to retain at least 80 percent of what they see and 10 percent of what they hear. Social Media now plays a vital role in communication between audiences and brands, as it is probably the quickest and easiest way to reach a target audience of Millennials and college students.
A survey conducted among thirty college students showed that their preferred social media platforms are Instagram, Twitter, Snapchat, Facebook, and YouTube. It was also discovered that they prefer graphic content with little to no wording (mostly via Instagram) was the best way to reach them. These platforms aren’t bombarded with ads and long-form written content which loses their attention.
The survey also showed that 56.7% (17 of the 30) of students who interviewed spend on average spend about 3-5 hours on social media sites. Social media is primarily used a means of distraction or a way to stay updated with their favorite celebrities, brands, and shop. They are also able to get simultaneously get news related to the entertainment industry and to be entertained. It is also used to maintain and build relationships, and using social media is one of the easiest ways to stay informed and catch up with friends and family members.
Below are some of the reasons shard for their love of various social media platforms:
“It is my favorite site because it is more appealing to Millennials and young children.”
“Share my lifestyle with others and see the lifestyle of others.”
“Instagram has everything! Pictures, videos, memes, hashtags to follows, an option to save my favorites [pictures and videos], and also make collections from posts saved.”
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“Twitter has become a news outlet for topics not covered by the media and, it is very entertaining. “
“The meme accounts are funny.”
“It allows for a wider scope of connections.”
“Varied content available on YouTube (skits, series, TV, music, etc.)”
“I get to find out thing I like by watching other people.”
“Watch friends lives and stories disappear after 24 hours.’”
“I can see what friends and people I know did for the day.”
College students prefer content that instantly grabs their attention, so it must be funny, entertaining or informative in a way that is visually pleasing and has enough words to get the point across without choking them with written information. Their days are usually long from studying and preparing for exams and classes. As a result, they need content that gives them a quick break from their daily lives. The best way to do this is to grab their attention with short videos, and aesthetically pleasing visuals that will entirely consume their thoughts even if it is for a few seconds. Social sites like Facebook, YouTube, Twitter and especially Instagram are the best platforms to reach this specific target audience.