The rules of content creation are changing – and today’s multicultural America is changing them.
In a world where 140 characters, 6 seconds, and 612 x 612 pixels is how Millennials communicate, influence, and bring ideas to life, it is time to recognize the NEW RULES of content creation for a multicultural America:
NEW RULE #1: The first new rule is very simple – break all the rules.
It’s no longer about the true and tried tactics, or traditional influencers and celebrities. Content has no boundaries and influencers come from all walks of life. For example, YouTubers like Dulce Candy and Bethany Mota as well as Viners such as Rudy Mancuso and Lele Pons create content, not by doing the tried and true, but by embracing who they are and breaking all the rules!
NEW RULE #2: Content speaks. In a world full of choices, 6 seconds are just as impactful as 30.
Content that’s genuine and relevant to culture is king, even if it’s just a few seconds in length. To drive natural conversations, sometimes all it takes is a funny gif co-created with a social media heavyweight.
NEW RULE #3: There’s a new kind of famous. Rudy Mancuso CAN take on Ricky Martin!
Here’s something to keep in mind: 90 percent of consumers trust their peer’s recommendations. What are influencers if not Super Peers? Influencer content is approachable and genuine – and there’s power in that.
NEW RULE #4: Often, brands think that translation is the right way to reach a multicultural America. But as we know, an English-to-Spanish dictionary is not cultura.
Hispanic millennials are grounded in their culture and often have a multicultural perspective. Cultura extends beyond a simple translation. Cultura is family, friends, foods, and traditions – it is content that embraces the past while staying rooted in the present.
NEW RULE #5: Production has gone mobile. The difference between good content and great content can, and often does, come down to the right filter. Oh, the coveted double-tap.
Social networks have given brands the opportunity to create content that is fun and relatable using filters, emojis, and stickers – all at the tip of your fingers!
Change your social game. Welcome to the NEW multicultural America.
Just adding in another line to test the line break