#APMillennials: Distribution is key

By Jake Kreinberg

After explaining what content creates the most engagement, our panel describes what companies can do today to reach millennials in the channels they access most.

Knowing that millennials are interested in the same types of content as other generations, how can companies engage with this seemingly elusive audience today?

First, the story itself should includes various types of media, including interactives, images and videos.

“I think millennials really like consuming their news through ways other than an 900-word article,” Mashable associate editor Megan Hess said.

In addition to acting as another platform for content, Vine, Instagram and other social networks force publishers to provide alternative formats for storytelling, specifically short-form videos, which perform well on mobile

“A monolithic approach to social media that’s almost exclusively Facebook is really missing the boat,” said Tom Rosenstiel, executive director of the American Press Institute.


To see each panelist’s perspective, click here.


Jake Kreinberg

Jake is the text and multimedia product manager at The Associated Press and the former editor of Insights. He previously covered college sports as a reporter for AP and helped design its multi-year strategic plan. Have feedback about the blog? Contact us at insights@ap.org.

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#APMillennials, insights