In 1970 more than 80 percent of the US population was white and less than 5 percent was Hispanic.
Today, Hispanics make up almost 20 percent of the U.S. population
So how do you get millennials to look at your content?
First of all, you have to make content available to them where they are watching; its not a push – it’s a pull
This graph shows where high school graduates are spending their time online. You’ll see that the top 5 sites are technology companies, not media companies. Fusion makes its content accessible on the platforms millennials are already using. This means having a HUGE digital presence.
And our content is custom-made for every platform. We don’t just cut a 15-second video from TV and put it on Instagram. We create original videos exclusively for Instagram. Here is one we did during the World Cup here in Brazil:
And, secondly, you have to create content that they’ll want to watch, of course.
Our research showed that our content should be based on four pillars:
Context: they already get their news on twitter so they want analysis and background info, not just the breaking news.
Journey: you need to take them to places they have never been
Humor: Its their currency
Cojones: Need to be disruptive and take risks.
Millennials like things that feel genuine and authentic.
Seeing a news anchor reading news from teleprompter in a traditional way seems artificial and unappealing to them.
When millennials see a conventional news report, all they see is this: [BBC video]
In other words, they have a bullshit radar.