Hasta La Creative!

Millennials — 83 million strong and 45% non-Caucasian, according to market research firm Experian. They are the most ethnically diverse generation in U.S. history. Developing content for this audience is a huge opportunity and a real conundrum. With NewFronts in full swing, it’s a perfect time to look more closely at the needs of these diverse audiences and how to fuel successful digital content development and more addressable moments. The reality is, most established media and agency players simply do not have enough talent to meet the emerging appetite of this cultural group’s inclinations.

So, think like a venture capitalist (VC). VCs look for one out of every 10 investments to pan out (i.e. to produce a 10x return). Risky business to some, but that’s what winning looks like when funding startups. If you want to remain relevant with fastgrowing, multicultural audiences and ensure your long-term relevance, you cannot dabble. Risk is the absolute key to success. You must put a number of irons in the fire. Hiring a few one-off representatives of these diverse groups to produce content doesn’t scale. This is a volume game, so get out there and place some bets.

In the late ’90s, overhead on content creation was fitting for the time — i.e., massive budgets for massive audiences. Digital development is custom built to drive the next evolution of content for diverse audiences. With lower overhead, you can rapidly create, test and develop large volumes of content that will ultimately prove successful with diverse audiences. It’s relatively easy for companies to identify what’s resonating without inordinate risk, because you’re testing on digital before pushing to other primary channels and/or linear TV.

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