Tuesday, October 13, 2015

What Politics Can Teach Marketers About How Millennials Share Content

Politics and advertising have not always made the most comfortable bedfellows. But in today's increasingly personalized media landscape, digital publications with a political point of view are giving brands new opportunities to connect with the all-important yet unpredictable millennial audience. Advertisers would be smart to take note.

Consuming News Differently

Take a moment to consider how trust in the news shifted from nightly newscasters to comedy programs at the beginning of the 21st century. Back in 2008, traditional television producers were horrified to learn just how many 20-somethings considered Comedy Central's "The Daily Show" their most trusted news source. But that behavioral trend was so early 2000s. As of 2013, "The Daily Show" had approximately 2 million nightly viewers andonly 39 percent of that audience (780,000) was between the ages of 18 and 29. That's only about 1.5 percent of the 53 million Americans in that age group.
So where are young people getting their news? The answer is often Facebook. Sixty-nine percent of millennials get news from the social network at least once a day. What's more, the serendipitous nature of Facebook sharing has exposed them to broader viewpoints. While older generations traditionally self-segregated their news consumption, reading publications and viewing news programs that line up with their own political views, millennials are engaging daily with the diversity of their Facebook social graph and all the political opinions that come with it.

Read the entire article here courtesy of Adweek.com. 

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