Is Viacom’s recent advertising deal with valued messaging service, Snapchat, a sign that video is poised to become the social media norm? According to a recent Wired article, “Snapchat is nearing an inflection point—the moment it tips from niche youth product into the mainstream, much as Facebook did in 2007.”
The Social Times suggests that brands that stick to text-based social media such as Twitter and Facebook will soon start struggling. High-performing brands are quickly embracing the power of social video platforms such as Snapchat and Instagram.
What is driving the obsession with video as a preferred form of communication? Millennials certainly set the stage for our video-obsessed culture, but Gen Z has solidified video’s place in social communications. In a recent New York Times article, Hannah Payne, an 18-year-old U.C.L.A. student and lifestyle blogger said, “We are the first true digital natives. I can almost simultaneously create a document, edit it, post a photo on Instagram and talk on the phone, all from the user-friendly interface of my iPhone. Generation Z takes in information instantaneously and loses interest just as fast.”
Gen Z’s digital natives spend the most amount of time on video social networks like Snapchat while spending the least amount of time on desktop computers. The digital revolution continues to evolve, and the communication preferences of this young generation cannot be ignored. Will video kill the 140-character text star?