Be transparent and look for exciting combinations
Posted: Mon Dec 23, 2024 5:17 am
VICE's Virtue on Youth
Chalmers argues that millennials are a financially interesting group of consumers. They already spend twenty percent of their income on 'experiences' and that share will double by 2020. But, he argues, it is a generation that is particularly difficult to reach. They do not let themselves be bullshitted . That is why the question (and the answer to this question) is exciting and relevant: how do you reach this critical, affluent generation?
Tip 1. Don't sell them bullshit
Generation Y grew up with (the rise of) the internet. That’s why millennials know that everything you say can be refuted with a simple Google search. This generation not only grew up with the internet, but also with the financial crisis. The collapse of (financial) institutions has led to even more scepticism and even distrust among millennials. hong kong business mailing list So don’t sell them bullshit, because they can smell it from miles away – and in that case, they will forget you as quickly as they met you.
Because millennials are so critical, it is necessary to be very transparent. This means that different perspectives must be presented, to counter the appearance of bias. But it also means that you can start a dialogue. For example, by looking for exciting combinations. VICE brought Kim Jong Un and basketball player Dennis Rodman together (!). Not the most logical combination, but the medium knew that the dictator was a fan of the basketball player. By portraying a regime in this way, a different perspective also arises.
Tip 3. Be relatable and curious
One of the things that ViCE does very well is using peers . VICE articles are written by Vice's target audience. As a result, the content always connects so well to the reader's world of experience. Much of the content is also written and filmed from the first person - or, as they so beautifully put it, on the skin. This means that as a reader or viewer, you are literally taken into someone's world. An exciting form of journalism that connects to the way in which young people want to consume content.
It also means that VICE is looking for answers to questions that you, as a reader, have asked yourself. These can be very simple questions, such as: 'What really happens in a 24-hour gym?' Some stories – which are read enormously – are really there for the taking.
Chalmers argues that millennials are a financially interesting group of consumers. They already spend twenty percent of their income on 'experiences' and that share will double by 2020. But, he argues, it is a generation that is particularly difficult to reach. They do not let themselves be bullshitted . That is why the question (and the answer to this question) is exciting and relevant: how do you reach this critical, affluent generation?
Tip 1. Don't sell them bullshit
Generation Y grew up with (the rise of) the internet. That’s why millennials know that everything you say can be refuted with a simple Google search. This generation not only grew up with the internet, but also with the financial crisis. The collapse of (financial) institutions has led to even more scepticism and even distrust among millennials. hong kong business mailing list So don’t sell them bullshit, because they can smell it from miles away – and in that case, they will forget you as quickly as they met you.
Because millennials are so critical, it is necessary to be very transparent. This means that different perspectives must be presented, to counter the appearance of bias. But it also means that you can start a dialogue. For example, by looking for exciting combinations. VICE brought Kim Jong Un and basketball player Dennis Rodman together (!). Not the most logical combination, but the medium knew that the dictator was a fan of the basketball player. By portraying a regime in this way, a different perspective also arises.
Tip 3. Be relatable and curious
One of the things that ViCE does very well is using peers . VICE articles are written by Vice's target audience. As a result, the content always connects so well to the reader's world of experience. Much of the content is also written and filmed from the first person - or, as they so beautifully put it, on the skin. This means that as a reader or viewer, you are literally taken into someone's world. An exciting form of journalism that connects to the way in which young people want to consume content.
It also means that VICE is looking for answers to questions that you, as a reader, have asked yourself. These can be very simple questions, such as: 'What really happens in a 24-hour gym?' Some stories – which are read enormously – are really there for the taking.