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Put It On Paper

It’s been an entire hour for this Florida girl, slushing through her first snow day experience in New York City and I’ve finally made it. I wasn’t sure what to expect from a school of design and technology, especially one with such prestigious alumni as Brian Atwood, Calvin Klein, and Nanette Lepore, but I knew the day would be unlike any other.  There I was, entering my first class drenched in sopping wet shoes, layered in three of my warmest tops, and a bright red face from the wind. I looked unlike any other fashion forward northerner in the room and felt as if in that moment the statement “fish out of water” had never felt so appropriate. The room went silent, the teacher perched in the corner perusing her phone. I stopped in the middle of the room, glanced at the blackboard and to everyone’s astonishment, squawked “What the hell?”

To my amazement, the blackboard was filled with magazine clippings. These pages, from different magazines all over the world, displayed examples of what pattern we were learning to make that day. These images showed us how we can take something simple, and create something unimaginable and beautiful. These magazines began to portray a dream, a hope, and the possibility that I could be just as accomplished and successful as my predecessors. What I believed was an advanced technology school, was about to teach me the value of accomplishment without it. Although, the rest of the semester I was roasted for my initial outburst, I loved going to class and seeing magazine articles from 20+ years ago. The idea that ‘everything comes back around’ had never been more evident. I began collecting magazine clippings myself and creating collages in spiral notebooks. Even that fashion has since come back around and the books have begun to multiply into hopes, aspirations, ideas, and encouragements.

All of this would not have been possible digitally. Digital magazines seem as if they deprive the satisfaction of the reader. Yes, magazines take up space, they are an additional item you must carry to read, and they are normally filled with marketing nonsense. However, reading print magazines is an experience. The ‘bunny-eared’ page to re-read, the raw-edge of satisfaction when you’ve found something on a page you loved.  These things aren’t possible digitally. Or are they?

Clearly I prefer print, but it’s time for me to have an open mind to this digital realm. What did I find? People who think exactly like me. People who would rather preserve the experience of reading. But these people are also living in a fast paced, digitally ruled world. A world where instant gratification and convenience has taken root. Companies, in turn are trying to find the perfect balance; releasing or charging for content. “(Companies) are faced with the choice of either posting all their articles online for free so the magazine stays relevant, or charging readers money to protect the financial future of the brand” (bbc.com). Periodical fashion giants such as Now and Vanity Fair are down 20% and 10% respectively from the previous year.

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The truth is, fashion changes, and with a publication that comes out once a month its impossible to stay relevant. Many of these companies are utilizing the digital platform by creating behind the scenes videos, special workout content, and article previews as promotional glitter. In addition, many of these magazines, such as Shape have created their own app used to scan barcodes throughout the magazine that unlock special features. While this pairing is quite brilliant in its attempt to seduce the reader into the digital-print partnership, it has not had the impact the creators had hoped. In addition, the daily (sometimes multiple) social media postings allow the reader to feel as if they don’t need any additional guidance. For example, I follow Shape Magazine on Instagram and haven’t purchased one of their magazines since.  I have saved many tips, recipes, encouraging statements, but never purchased a physical or digital version of the publication.

The truth is the economy is strongly influencing reading material. Following the 2016 election, the topic of business soared and sales of magazines such as Prospect and The Spectator rose 37% and 11% respectively within a single year. Why is this? People are craving to understand what is going on in the world. It’s pretty simple. Citizens are more passionate about causes, more concerned about society, and more enthralled in endless political conversations. This type of content is important to comprehend and therefore more popular for the current masses.

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Within the digital world of online magazines, interactivity can be an incredible draw. “A study on digital publishing points out that one of the great things about online magazines is that you can make online magazines totally interactive. Clickable links, interactive ads, video-brand publishers can imbed all these elements to create a better experience for readers”  (readz.com). There is no question this type of lure can overpower even the most stubborn of millennials, but for those who prefer the printed ad it does nothing. In fact, an interactive print ad appears to be a grown up version of a pop-up book.

Print is still very much alive. Since the dawn of technology, there has always been a divide between those who prefer paper and those who prefer anything else. Those who prefer books and those who prefer kindles. Quite the same, there are those who still prefer their magazine in hand. Within only a year, the magazine audience both digital and print increased by 5.4 million adults (Magazine Media). The digital profile is led by a younger generation of professionals as the graphic below suggests.

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However, print has a more blanket consumer type. All ages enjoy the crisp feel of ink and paper as the graphic below shows. The diversity of the media is also more balanced targeting all ethnicities, which was a huge surprise to me. Perhaps it is the numerous options of trends, topics, and gossip available in all languages that support this surprising statistics, but in a digital age this number is quite important.

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Digital is convenient, there is no question. However, with the emergence of social media, the benefits of the digital magazines disappear and all that’s left is a sample of text with no real connection. Hold the magazine, mess it up, tear pages out, re-read it over and over again. As technology continues to expand and challenge the printing press to some sort of Jedi duel, I will still be that Florida girl, in snow battered clothing, clinging to her 20+ year old magazine clippings. Perhaps even one day a child will think these notebooks are some nostalgic glimpse into fashion of decades past.

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Who Gives A Tweet?

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Could you imagine if every crazy little thought you had during your day, hour, even conversation was published for everyone in the world to see? To experiment, I wrote down all the thoughts I had while writing these two sentences:

-       Do flight attendants ever age, because they constantly fly back and forth                     through time zones?

-       Who was that guy in that movie about France?

-       Will I have enough time tomorrow to paint my nails before work?

-       I would love some salted caramel ice cream.

Twitter allows an individual to express all of these random storylines to an entire world of individuals. The social media platform is designed for easy and fast usage on a text-based format. The quick output is quite useful when wanting to post into the digital realm on the go, but can create an environment of filter-less banter. I’ve always clamored for visual interest and platforms that provided imagery. Although Twitter does not provide this form of layout, I decided it was time to investigate what made this public journal so enticing.

Trump. Plain and simple; Trump and Twitter have become synonymous. He is certainly the elephant in the Twitter room and has continued to portray the good and bad of the site itself. He has become quite the artist on the social platform with a talent for blunt commentary. In an interview with The New York Times, Mr. Trump states, “I can let people know they were a fraud… I can let people know that they have no talent that they didn’t know what they’re doing. You have a voice” (nytimes). Goodness gracious does he use his voice. For the President, the best form of response is one from him; without hesitation, without lengthy press conferences. If someone wants to attack him, he responds in kind.

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This post is not about politics, or Trump himself, but he presents a great understanding of the power available within the Twitter realm. With 48.8 Million Twitter followers, the President doesn’t shy away from communicating important information even relating to previously closed door conversations such as North Korea. The reach of this platform is substantial and can become an incredible tool for not only communicating important national issues, but even spurring debates, engaging in friendly banter and testing out comedic bits. Even celebrities from television shows will ‘live tweet’ during episodes to create an active dialogue between cast and consumer.

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So who are these Tweeters? “37% of Twitter users are between ages of 18 and 29, 25% users are 30-49 years old” (omnicore). With over 67 million Twitter users in the US alone, the site has given voice to 100 million active users daily (omnicore). One of the facts that I found most interesting is that “Saudi Arabia has the highest percent(age) of internet users who are active on Twitter” (omnicore). Twitter also dominates within the mobile platform. In a 2017 report, Twitter was slowly catching fellow social giants Instagram and LinkedIn by less than a 10% margin of users (Gallagher). Surprisingly, Twitter’s biggest profiles belong to musicians Katy Perry and Justin Bieber.

The tweet elite have begun to include images, clips and GIF’s into their posts, perhaps as an attempt to lure the visual crowd. My biggest misconception about Twitter itself was the lack of imagery associated with posts. Almost every tweet from Katy Perry was visual and even included links to her instagram accounts. She posted tour clips, Snapchat videos, advertisements, and even snippets from her American Idol debut. So what makes Twitter so different from Facebook? Was it the modernity of it? Was it the ease of usage? No, I’m asking you, because to me the difference is only in Twitters sleek appearance. The operations of both sites appear to be mirrors even with similar color tones.

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Twitter has created a safe communication platform for celebrities to connect directly with their fan base in real time. To safeguard its users Twitter created a ‘genuine account’ signature for figureheads and celebs to attach to their Twitter handles. This extra step was an interesting add-on Twitter uniquely employed. And while it protects celebrities, it has becomes more about taking their power back. “It’s more about controlling your privacy than giving it up… When Britney (Spears) shares her details on Twitter, it’s not going to stop paparazzi from stalking her. But it devalues the stuff they’re able to steal from her. She’s actually reaching in and taking back a piece of the paparazzi economy” (forbes). 

Twitter has certainly attracted celebrities and businesses alike. Although initially designed with individuals in mind, companies find the site to be a controlled forum for customer communication. The key to successful tweeting? Quality content. Don’t tweet just to tweet, post something that defines your brand or engages your followers. The smoothie brand Innocent Drinks for examples, has created a clever, silly personality with their various posts, most of which aren’t even about smoothies at all. Sometimes it’s funny weather reports, cute animals, or obnoxious sayings, all the while defining their brand and communicating with the customer. Twitter has also followed Facebook’s footsteps and included tracking and analytics. This is Facebook Business’s most popular feature and has certainly helped include Twitter as a top business tool contender.

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While attempting to type 140 characters can seem daunting, Twitter’s staple can sometimes feel limiting (just ask President Trump). I can understand the value of the social platform, especially for organizations and celebrities. As part of a digital campaign, Twitter provides an important platform of communication, irreplaceable in today’s digital-favored society. However, in terms of individual users, not so much. I don’t care what you want for dinner, or why you think your dog looks better in blue. It’s none of my business what your boyfriend said to you on a date, or what song you sing in the shower. To all the Tweeters out there… you can see me on Instagram.

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Two Thumbs Up

It was my first major ballroom dance competition. The floor was filled with rhinestones and fake tans, the music was blasting and the lighting could have made any nightclub jealous. I’d spent months prepping for this moment; no weekend parties, no high school football games, no life outside of the dance floor. With five other couples on the floor from all over the world, I had to give the performance of a lifetime in order to win the World Pro-Am U21 Latin Championship. It was time for the last dance and my heart was racing. ‘Ladies and Gentleman, your fifth and final dance… the jive.” A minute later, it was over. It all seemed over hyped and the nerves unfounded. What was it all for?

Likes. Praise. Positive commentary. If only there had been a way to receive this feedback without the nervous buildup and theatricality. The awkward walk around the ballroom after a competition is the worst feeling in the world. Imagine walking through the school hallway completely naked and everyone starring with speechless expressions; that is exactly what it feels like. Do you make eye contact? Do you smile? Do you ask what they thought? Who knows the perfect response, but Facebook was here to save the day.

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Thanks to this social media giant, I can answer all of these questions with just a click of the button. No uncomfortable glances, no “did he like me?’ inner banter that seems to be on repeat for any teenage girl. Simply post, sit back, and wait for the ‘likes.’ These little ‘thumbs up’ emoji’s have become incredibly powerful feedback. Although try flashing a thumbs up sign at a dance competition and people will think you somehow teleported from the 1950’s, but within the social media realm this is life.  

Facebook broken down seems to be a social media spot that acts as a representation of one’s thoughts. A user can post statements, pictures, videos, stories, gifs, and even live videos of events. I’ve always believed Facebook to be the parents of social media; if MySpace was the founder and grandfather, then Facebook was its brainchild. As a millennial, my generation became the target generation of both Facebook and its predecessor. All of my classmates had Facebook, until Twitter and Instagram came along when we all slowly shifted our allegiance to this new form of digital communication. A decade later, it was time to see what Facebook had to offer.

This digital site always appeared simplistic in nature. With limited customization options, and lack of personality it seemed the least attractive social choice. However, all these years later, the site has transformed into a combination of both digital giants Twitter and Instagram. My normal media consumption consists of television and Instagram; mostly visual media consumption habits. I never go through Twitter and have a hard time believing people want to hear my every random thought. Does everyone really want to know that I wonder what it would be like to have a glam squad wait for me every morning so my life could be instagram picturesque? Or when you get to eat pizza for breakfast, are you officially adulting?

Facebook allows users and viewers alike to have the perfect combination of these whimsical notions and visual stimuli. This platform presents an enticing landscape for all ages, which is part of what makes the Facebook community so interesting. So who are these ‘faces’ behind the ‘book’? According to onmicore, there are 2.072 billion monthly active Facebook users. Founded in 2004, the success of this digital dominant consists of all ages. “56 percent of U.S. online users ages 65 and up use Facebook… while 82 percent of 18 to 29-year-olds online in the U.S. use Facebook” (omnicore). These statistics alone give such a clear image of the breadth the site has had. As I referred to Facebook earlier as the ‘parent’ of social media, statistics show that “83% of parents with a teen between the ages of 13 and 17 are friends with their child on Facebook” (wordstream).

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Unique to Facebook, the social site takes connecting individuals a step further. During natural disasters or catastrophic events, Facebook allows users to mark themselves safe to help ease the concern of their family and friends. Also, communities are developed online and easily linked to charitable organizations for donations and volunteer efforts. “8.5 million people were marked as safe through Safety Check after the April 2015 earthquake in Nepal…770 thousand people used Facebook to donate over $17 million in one week following the April 2015 earthquake in Nepal” (wordstream).

Businesses also thrive on this digital market and prefer Facebook to any other social site. “More than 40 million small businesses have active pages” (omnicore).  In order to cater to these organizations, Facebook created a different type of social media site. Facebook business was born to combine not only the communication method of the personal aspect: photo and video sharing, and basic statement making posts, but a company can also publish content, promote their page, and manage statistics and insights. These extra features attract businesses of all types, creating a comprehensive social media set up. In fact, Facebook has become the most popular social media site for advertising.

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As Facebook continues to dominate the marketing forefront for companies and gain digital attention from users of all ages, its future appears limitless. To all of the faces that jumped ship years ago to the sites’ successors, it’s time to change coarse and return home. It may seem foolish, juvenile even to still desire likes and positive commentary from friends and familial followers, but there becomes no better feeling for a Facebook user than a thumbs up emoji.  No longer will I worry about hearing praises after competition or eye contact etiquette following a performance. How did I do? Don’t forget to give this page a ‘thumbs up’.

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“Snap... there it is”

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As my male coworkers gathered quickly around one of their phones, I couldn’t help but be intrigued. Was someone getting dumped? Is there a breaking news story? The group was made up of three fairly polished young men fresh out of college although their manners would suggest otherwise. It seemed their high school hound dog ways still dominated their brain-mouth process and every syllable was dripping with flirtatious intentions. I didn’t mind though. What girl would mind? When I tried to crawl my way into the circle to finally solve the puzzle, its owner immediately pocketed the phone and the group dispersed. The rest of the day was spent trying to listen from a distance, and sneak up behind to determine what had gotten three guys so worked up.

Well, nudity. Turns out it was just a naked picture from one of the new employees. I should have guessed, perhaps it should have even been my first guess. As it turns out, these photos had become quite common among our female coworkers. The culprit? Snapchat. The message app allowed these ladies to send images they believed would disappear. Like a tease or retro 10cent peep show, a quick glimpse of what the boys could have and there would be no trace of it. However, these boys were smart. Genius even. They managed to screenshot these images for endless enjoyment.

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Snapchat in theory is a brilliant idea. For someone like me who often endures embarrassment for my misuse of words and juvenile tangents, the fact that all evidence would disappear is beyond compelling. As my usual media consumption habits consist of television and now Instagram, trying another visual entertainment app wasn’t so far fetched. Even with my observation that a disappearing snap never really disappeared, it was time to try out this magical app. Oh, snap! (Sorry, had to) it was kind of fun. There are so many filters and stickers to help make you look silly, fun, pretty, and even memorable. These items update and change daily, so it seems impossible to ever be bored of the app. Also, this endless entertainment almost allowed the user to show more of who they truly are. No it wasn’t like a poetry slam where they poor their feelings out, or a boxing match were they punch their problems away; it seemed as if the app worked the best when the user was just being themselves. The stickers and filters humanized the user and helped portray a digital personality; something that often gets missed in apps like Facebook.

So was this just a place to make fun of yourself? Or send scandalous photos to unsuspecting gents (which I have not done, in case you were wondering)? Snapchat is actually a little more. Not only can you send a “disappearing” photo, video, or message, you can also respond to snaps with the same or a phone or video call. Snaps can be saved ahead of time, shared live, or even exported. Similar to other social sites, the app allows you to create a group of friends to snap to as well as follow. However, the app takes it up a notch with special emoji’s next to your friends’ names dictating your ‘status.’ With just a grimacing smiley face you too can be told if you are besties are just ‘close.’

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Snapchat also divides its app, separating your contacts from that of celebrities and news. Instead of feeling like a “Bruce Wayne” was one of you amigos, you are reminded that you are not Robin and he lives in a separate feed. Along with this ‘famous feed’ comes the ‘Discover’ section. This is where organizations live. Instead of blending into a feed as they would with any other social app, Snapchat has set up a storyboard type feed presenting various topic stories from companies. Similar to an Instagram page, images with story headings from various organizations post news stories and articles with headlines for quick reads. In addition to its separation from the common folk, the stories present shorter, to-the-point layouts with catchy imagery to be absorbed in less than 10 seconds. Snapchat has begun allowing companies to run ecommerce ads including a ‘swipe up’ phrase at the bottom of a snap. The swipe then sends the viewer to an interactive shoppable page for the brands products. “While creative on Snapchat is still relatively limited – ads, just like content, are capped at 10 seconds – Snapchat has experimented over the past few months with similar ads that ask consumers to ‘swipe up’ for more content” (Johnson). These feeds are similar to instagram stories in principle and allow the reader to continue using the app while absorbing more information than the short seconds allotted. Companies also create filters and stickers unique to their brand. Target, for example has the bull’s-eye sign available for sticker use as well as various filters featuring their star puppy.

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This may date me a bit but if smiley faces tell you how something feels about you than my Joe Boxer pajamas were definitely my best friends. For those of you who are too young to know what that means, please look it up because he was the original emoji. So who are these friends? What type of people use Snapchat (besides the provocative set of females and sex crazed males I worked with)? Over two thirds of Snapchat users are female with almost 50% of all users between the ages of 18-24. This age group represents most college students and part of the millennial generation. In addition, “people under the age of 25 use Snapchat for 40 minutes on average every day, more than Instagram’s latest stat for same demographic” (omnicore). It’s now clear that college students “study” differently than when I was in University.

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This app played differently when it came to the rules of digital media. Not only is it an interactive app, but it blends seamlessly with your cellphone. Contacts are imported, video or phone calls made directly from the app as if the app becomes your new Siri: ‘Hello, I am Snapchat.’ This feature, to me really set apart Snapchat from Instagram, Twitter, and any other competitive hopefuls. The other part of the app that makes it unique is the ever-changing stickers and filters available for the user. In addition, users are encouraged to create and submit their own designs for the company to use. These constant changes remind me of a toppings bar at an ice cream parlour; there are so many options, ever changing with the times, and can be combined for maximum effect. Go ahead and order the double scoop with sprinkles, Oreo cookies, and strawberries… then snap it.

I guess with all social profiles part of social media is creating a digital persona, but Snapchat has found a way to cut through the actor and portray the human. You will certainly have the attention seekers (the ones who want everyone to know everything), the artists (who takes full advantage of stickers, filters, and doodling), the outsider (always wanting an inside look at what is going on with their friends), the blackmailer (who takes a screen shot for future humiliation), and the shy talker (the one who wants to communicate with you but can’t seem to just text) (hercampus). All these characters, plus the hound dogs and flashers I worked with create this ongoing theatre of entertainment. Snapchat certainly has its distinctions, and its foundations prove unique to any existing digital media. Will it become the end all in my life, no. I can certainly live without a smiley face dictating my relationships, or sending my friend a picture of me daily with dog-ears and a large tongue.

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I Heard It Through The Grapevine...

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History Lesson

When I was about 10, I was on my way to dance. My Godmother (only 10 years older) was driving me as we performed our usual jam session to 90s hits like Beastie Boys and The Offspring (which was probably not appropriate, but who cares because its still amazing music). We were a pretty epic team and that was probably due to our closeness in age. She became like a big sister and a piece of most of my childhood memories, including some zingers. Well, in all fairness, there were a lot of them. As we were driving through a not so great part of town, I noticed a “lady of the night” on a street corner. I’d like to say I was just too focused on my dance routine in my head because I proceeded to mix up my words and call her a Protestant (no, this is not a dig at any sort of religion). I proceeded, for what seemed like a good half hour, to quote my entire history lesson of the day about the Protestants and the Catholics, their battles, disagreements, etc. My Godmother (an elementary school teacher), just let me keep going on and on. Had she had a camera, it would have been recorded. Finally, it was too much for her to bear. With just a simple phrase she roasted me: “Alexis, that is all true, but Prostitutes have their own religion.”

Ok, so sometimes I mixed up my words. All the time I mixed up my words, but I was so fortunate back then that camera phones did not exist. That would certainly have been a moment in my family that would’ve haunted me until death. Probably after, in fact, I’m sure one day our headstones will read like social media profiles and that video would just be replayed like America’s Funniest Home Videos. It couldn’t have lasted more than 10 seconds, but it wasn’t the only instance. I’ve fallen asleep in my plate during dinner at a restaurant, pulled my skirt down during competition (no it was not a Grease-style mooning moment, my heel got caught), and of course proceeded to mispronounce words (I once thought Cherokee was Cher-eokee). These moments, these seconds of mortifying infamy are exactly the type of clips that you can find on Vine.

It’s on like Donkey Kong

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Although its inventor Twitter, finally closed down all Vine operations in 2016, its original creator has been teasing a comeback for the 6-second video clip site. And with my love for entertainment, I was hopeful for some fresh inspiration and comedy. At first glance, Vine appears similar to a basic video game: choose the colored square you’d like to delve into and enjoy the different options. With a set-up much like Instagram, Vine’s bold color patterns read with an art deco inspiration on an 80’s Gameboy classic. Each post is a looped clip of a video depicting various themes similar to YouTube without the automatic play feature that keeps you watching. I like video games, this should be fun…

As my normal media consumption still consists of television and Internet, I have begun to delve into the world of Instagram and YouTube. With my recent social scene adventures yielding success I was excited to see what Vine had to offer. Hours later, I am still trying to figure out what Vine had to offer. No wonder the site shut down. It’s not even a David vs. Goliath situation where it was worthy but didn’t have the opportunity. Maybe its naïve, or pompous even to expect social apps to offer their own unique perspective but Vine seemed a remnant of old ideas that didn’t work for the major sites. Was it a place to watch videos? Not really. What is a place to view pictures? No. What is it? Each Vine presented like a teaser trailer without the satisfaction of watching the movie. While the topics were plenty and certainly something for everyone including a “weird” category, each option presented limited results. Years were also available category options, just in case 2016 was funnier then 2015. Really Vine? That was the most inventive you could be?

“Do it for the Vine”

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So who really used Vine? As I investigated further, it turns out many musicians, sports organizations, comedians, and even various businesses all partook in the social experiment, but Vine’s mainstay was the everyday person. Clips of kids doing funny things, teenage boys lip-syncing in their car, and even pranks gone wrong create this tapestry of culture dispersed into various categories. I was instantly thankful that this didn’t exist when I was younger; because like most kids I’ve said some crazy things my mom thought was entertaining. There were so many moms just like mine who not only thought these childhood faux-pas were entertaining, but ended up creating a vine just for these little moments. That’s great right? Who wouldn’t want to share laughter, or perhaps even make their child famous? Well, for me, it’s simply the fact that these videos never disappear. When that child is an adult and tries to get a job, or gain respect, the videos will be their ever-giving humiliation. It’s like reliving that embarrassing dream when you forget to wear clothes to school (come on, you know you’ve had that dream). It almost becomes our parents way of always being, well… parents.

The culture is what truly stood out to me as differentiating Vine from other video sites like YouTube. Vine allowed an individual to quickly demonstrate something without having to commit to an entire video. These clips were raw; there is no chance for glitz and pizazz. It also allowed more of a guarantee that this video would be seen. When you go to watch a YouTube, it’s more of a commitment because you have to go through ads. Who wants to go through ads for a 6 second clip that may or may not be entertaining? These “characters” as I like to call them can pretend to be anyone, or be themselves. These short bursts of entertainment create a chance for a multitude of situations and gut-punching one-liners. These videos were mostly humorous and stuck to a not so serious vibe.

Dear Logan…

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Logan Paul is one of the most well known for his Vine’s and became famous from his clips on the site. His boundary pushing often indecent comedic choices range from topic to topic and sometimes include a group of friends as dedicated to the skit as he was. So what did his Vine page portray? A lot… probably too much, but it was about the amount a drunk college guy would share. Some were hilarious; others left me confused and all the while scratching my head trying to understand the need for sharing. Why do you need to post a video sharing breakfast with your parrot? Truly, I am not sure. However, his innovative story lines and “problem-solving” techniques are certainly one of a kind. At the end of the day his creativity really shined through.  That was what truly impressed me when I say this site was raw. People were imaginative, daring, emotional, uninhibited, and creative (sometimes even to a fault). You didn’t have a chance to have a personality, you were the personality. There was no careful crafting, limitless editing apps, or color stories, it was just you.

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After watching video after video or “the loop-t-loop” as I like to say, it became evident that the target demographic was on the younger side. A study from 2015 reported that 71% of Vine users are millennials. What surprised me was that only 28% of Vine’s adult users were between the ages of 18-24 (Smith). Towards the end of its dominance, “nearly 10,000 of the Vine users with the most followers – 15,000 followers or more- … found the majority of them haven’t posted since (the previous) year” (Lafrance). Companies were quick to take notice of Vine’s impending downfall and transferred to more popular networks. However, their Vine’s still exist flooded with topics long past. That probably is too dramatic for it only being 3 years ago, I know, but looking at these pages really read similar to an old high school yearbook. Sure the posts are similar to individuals, but the professionalism in production is certainly evident. Pepsi, for example was an avid Vine poster specifically during the 2014 Superbowl. They included video clips from interviews, commercials, and skits and had over 156,300 followers with only 49 posts in 3 years. Target, however, had a unique personality on Vine. Its often animated, toy-centric loops presented skits and one-liners. They also only posted 49 Vines and brought it just under 100,000 followers.  This platform was certainly used by companies, but the reach just wasn’t there. Although Targets Instagram has a vastly different feel, it has 2.7 million followers. Vine clearly had potential, but the media site’s viewership simply wasn’t worth the effort.

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Players, take your prostitutes… I mean positions

Although Vine is still in existence, just waiting patiently for its comeback, the site simply couldn’t compete with up-and-coming trend Goliath Snapchat. So what comes next? What does the creator have in store for a reboot of the 6-second platform? He has yet to disclose his plans for V2, but it is safe to say its success rests on its ability to stand apart from the ever-popular video chat apps currently dominating the marketplace. Its video game make-up must take risks and try to capture hearts as its own brand. Kids like I was are still out there, creating embarrassing situations at all times. Creative knuckleheads like Logan Paul are still cultivating ways to make people laugh like the energizer bunny meets Alice and Wonderland. Although my epic 10-year-old history rant will only live on in the minds of my Godmother and I, there is so many more out there just waiting to be captured and shared. Vine, its time for a comeback. When the epic battle for digital dominance begins, what team will you play for?

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Lights, Camera, Action...

Most kids dream of being famous, I know I was certainly one of them. We had a huge wall of floor to ceiling mirrors in my house growing up. My parents would sit me in front of the mirrors and I would entertain myself for hours. Literally HOURS! I would prance from side to side, make crazy faces, and act out an entire trilogy without so much as blinking. I was only three, but I was mesmerized by my own showmanship. My dreams of stardom had been born from a wall of mirrors.

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For Christmas one year, my mom bought me an Oscar statue, which upon opening I grasped proudly and preceded with an acceptance speech. Like any normal child I began by thanking the ones who had gotten me there: my stuffed animals, karaoke machine, and we can’t forget the Spice Girls or my inspiration as I called them. (Yes, I am aware that is now a dated reference. I am fine with that, sort of, ok not fine with that). I spent my entire childhood in acting lessons, voice lessons, and even dance training to be able to capture the hearts of talent scouts, producers, well honestly anyone who would pay attention. Clearly I never became famous, but childhood was certainly an adventure. 

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All this can now be done with a click of a button. How easy kids have it these days. YouTube has become a go-to place for talent, but was it really the place to go for information? Real factual information? Perhaps it was my naïve outlook on what I assumed was a fast track to fame, but why not give it a try. I normally stick to television for newsworthy information and have become readily dependent on various apps that specialize in whatever topic has captured my wanderlust attention. For example, as a ballroom dance teacher, I rely heavily on our official syllabus app complete with tutorials, footwork descriptions and test preparation materials. I decided this was a good place to start, after all how much dancing could there truly be on YouTube?

Wow I was wrong. Very, very wrong. There is endless dancing on YouTube. ENDLESS. I actually spent an entire day watching dance videos as the automatic play kept finding hidden gems. How could I not know about this? Have I been living under a tech-less rock? Youth today would probably call that the 90’s, but it truly was a spectacle for my pre-millennium ways.

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The topics are countless, which surprised me the most. Anyone and everyone makes a video, even the tuff guy at the hardware store with crazy grey hair, a biker mustache, and sleeveless shirts has probably created some sort of how to video on YouTube. You can learn to dance, listen to an album, watch a workout, find tips on changing an engine, watch television, and the list is endless. This site is truly everyone’s chance to be famous. But is that everyone’s intention? Does everyone want to be known? I don’t think so.

This community is for people to have a voice, to inspire change, sometimes to find support, to feel good about themselves. There is so much more to an individual than we see on the surface. Just as there are the ones who desire to make videos there are those who desire to comment. The comments range from hurtful to helpful and anywhere in between. Sometimes the commentary is completely unrelated and simply advertisement for the writers own videos. As I learned early on, people who post the videos can also create channels with subscribers. You too can be notified if someone posts another cat on a Roomba video. Oh Happy Day! I mean really, is there anything else more important in the world?

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YouTube like any social site is simply a place to hear and be heard. Can you become famous? Of course, just ask Justin Bieber. Thanks to YouTube, at the end of the day, anyone can be a Bieber. My three-year-old mirrored wall loving self is extremely jealous that such an opportunity didn’t exist. However, my current self is super happy. As soon as something goes online, it lives on forever. Someday, these kids are going to grow up and forever have embarrassing videos that somehow become wedding toast fodder, or business blackmail. My mirror wall infamy will live on forever in the comfort of a VHS for no one to ever see. Pros and Cons of YouTube? Perhaps, and certainly more so to any business-savvy individual hoping to project a certain image into society.

So do businesses partake in such opportunities? Absolutely. Commercials, interviews, for-profit engagement activities, etc. are all published to boost both a companies’ reach and public profile. But is this a good thing? Let’s look at it this way, YouTube groups by subject. When you search for a specific topic, any video relating to that topic will be available. For example, if you search for Pepsi, you will see the latest commercials and behind the scenes for the superbowl, controversies such as the Kendall Jenner and Michael Jackson commercials, and individual experiments ranging from freezing cans to iPhone tests. So as I said before, pro’s and cons

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It’s a tale as old as professional time: success takes risk. The ins and outs of this social forum is certainly a risk most businesses are willing to take as it leads to constant face-to-face time with their consumer at the viewers disposal. Who exactly are these viewers? Actually, everyone. All ages have become consumers of the emerging video platform and mainly due to both its ease and vast topic selection.

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What I think is most interesting relating to demographic consumption  is the change from television to YouTube dependency as demonstrated in the graphic below.

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[avricci]

Hashtag or bust

Picture This

For a consuming public that begins learning through picture books and story-telling imagery, Instagram feels like a natural progression into adulthood. A quick snap demonstrates numerous expressions on behalf of the account holder without so much as a descriptive syllable. Can an image really capture an entire conversation? Can one image really speak the same language to an entire world? Is there too large of a margin of error? Perhaps I could never understand how instagram would be the ideal place for information, but it was time to find out what it had to offer.

Even though I technically fall into the millennial generation, my social forum activity is lack luster at best. I gravitate towards news sites and search engines with full descriptive paragraphs such as Yahoo or MSN. Even more commonly, I turn on the television to any news station to get my news of the day. I particularly prefer one with the tickertape addition near the bottom of the screen where I can simply read the information without the bias tone that typically accompanies the delivery. It was time to join my fellow millennials and adapt to a new method.

 Be like the cool kids

As I joined instagram, I quickly realized there were two camps of thought: the post for likes and the post for post. But wait, I thought instagram was just a place to post pictures? No, that assumption alone could be catastrophic for any brand. Instagram is a business, a very time-consuming serious business. Numerous apps dedicated to getting the perfect picture coupled with the overall vision of the entire page can entice even the novice of creative minds. Some of the top bloggers even submit to professional photo shoots simply to capture that perfect moment. Curious over such possibilities, I downloaded one of these apps and planned out my posting images. After numerous tweaks and adjustments, I chose a color-scheme for my instagram page: faded blues, subtle colors with a hint of black and whites mostly because of my dark hair and love of denim. Hours later and one post live, I feel officially cool.  

Photo Editor by Aviary

Its incredible how important Instagram has become for the everyday blogger. Each image strategically designed to embody an attitude and attract likes. So many decisions to be made before a single picture is posted, I was fascinated by the dedicated fandom this method attracts. The more Instagram pages I looked through the more evident the divide became. As I started following friends from school and professional bloggers, their dedication levels to the craft of Instagram became apparent. I knew my desires for an impressive page lied with the post for likes. My viewpoints when capturing moments have started to shift due to my Instagram fix. Every outfit is paid extra attention to when the potential for pictures to posts arises. I try to capture moments with natural sunlight, and have actually moved furniture to position an image perfectly. It has become an addiction, but also a wonderful creative outlet.  

 Only my good side please

So why go to this extent? Why spend countless hours determining the exact delusion of an image or color tone combination? There is of course the simplest of answers: the brand. Each image cultivates your brand identity within the digital realm. This is evident more so with brands than individuals. I began following the denim brand One Teaspoon for example. Their posts vary from black and white images of beaches, or vintage cars, modeling shots of current collections, or quirky sayings. All of these images are brilliantly and effortlessly seamed together to create an attitude or personality. I like the brand now more for the vibe of it than the denim itself. Brands certainly use Instagram similar to a catalog by posting images from photo-shoots of current product. Some brands advertise sales and intrigue potential buyers with future products.  These brands tend to be more disciplined when selecting images to post. The freedom of posting to post becomes dangerous for these brands as I alluded to before. As I learned from so many of the top Instagram accounts, along with choosing colors, its important to chose content. Only pick three types of things to post about. Gone are the days when people just wanted to show you pictures. Why cant people just show you a picture?

One Teaspoon Instagram Page

It seems that everyone you talk to has an Instagram. I know for me this was certainly the case. Every celebrity, brand, even TV shows has an Instagram. What was interesting for me to learn was the “80% of Instagram users come from outside the U.S.”. In addition to posting general photos, Instagram users add hashtag words to increase viewership. For example I posted a picture of pizza (I am an Italian girl after all, so its basically a food group), I would use the description of #pizza and perhaps #majorfoodgroup. This addition allows for more followers and a greater reach to users who might not have your page on their radar. This feature allows a user to search for a general topic, including any image with a related hashtag.

Instagram users also are able to upload videos and conduct a live video. The live video’s are used regularly by Television networks and sports teams to conduct interviews and live Q&A’s. What an incredible idea to be able to have a real-time response from your favorite actor or athlete. However the everyday Instagram user or even serious blogger does not commonly use these live features.

Instagram statistics 

The most common Instagram user (59%) is “between the ages of 18 and 29″ and more than half of these users are female. The industries that flock to Instagram tend to be those of entertainment and fashion. This makes sense when you consider the reality of a law firm finding Instagram beneficial. In addition, food tends to be another common element of Instagram. What better way to promote your restaurant of café then by intriguing customers with images of savory treats. In addition to business promotion, the food industry also utilizes Instagram to promote healthy eating and recipe options. I flocked to such Instagram accounts seduced by chocolate vegan pancakes with salted caramel filling (they are amazing, you’re welcome).

Salted Caramel filled Vegan Chocolate Pancakes by best of vegan

Kodak Moment

One of the greatest things about Instagram is the opportunity to follow such a diversified group of brands/people. If you truly want to know what someone is like, don’t look through their posts, but look through their following. As a dancer, people tend to put me in a certain box. However, with one quick look at my following section and it becomes clear that my interests lie all over the board. It would evident to any user to see that I am vegan, love bohemian style brands, focus on healthy lifestyle, and even favor certain celebrities and television shows. All of these pieces create an image of who I am. A crazy hodgepodge of who I am and what I value. Instagram is your brand, its your attitude, all of these items are puzzle pieces that form your digital image. So can an image show an entire conversation? #Absolutely.