In response to Jordan Hyatt’s Presentation at Digital Summit at Mountain View
At the Digital Summit at Mountain View, Jordan Hyatt, Google’s Senior Product and Solutions Specialist of Automotive, gave a presentation called “The Power of YouTube: Video for Dealers,” in which he discussed the concerns of Generation C: the YouTube Generation.
Mr. Hyatt called attention to the fact that our living rooms are fragmenting. A family’s main TV might still be on in the evening, while everyone seated before it divides their attention between it and their own personal devices. This example sums up the crossroads our society finds itself at, with the flagging consumption of passive media and the rising consumption of user-generated active media all mixed up into one flashy mess of distraction.
For business-generated content, this democratization of reach potential creates new opportunities as well as a different set of obstacles to audience acceptance. Four key ideas, Mr. Hyatt went on, should be kept in mind when creating content for Generation C:
- Authenticity is everything.
- Sharing is the social currency.
- People want to watch moments that matter.
- Talent is valued over fame.
Arguably, the last three items on the list could be rolled up into the first — Authenticity. People won’t share your content unless it’s real. Moments don’t matter unless they’re real. Celebrity can be artificially manufactured, but talent cannot. Google, through its tireless commitment to improving user experience, has authenticity to spare, but how can a dealership go about developing authenticity through their internet video content?