Lessons on the new pace of communication.
By Amber Hudson and Luke Sklar
Fallon, Kimmel, Colbert, Corden, Noah…late night television has never seen anything quite like it.
Long gone are the days of Letterman and Carson where jokes took time, going viral meant you got the flu and it was all about catering to the guests.
In today’s social media world there is relentless pressure for late night hosts to come up with jokes in real time; almost as the news unfolds. It’s much more political, more partisan – largely thanks to the rich fodder served up by today’s 3 ring political circus. And there is a frenzied energy to get noticed: Corden’s Carpool Karaoke, Fallon’s Lip Sync Battle and Noah’s monologues show the extent to which hosts will go to fire up the hashtags, likes and forwards that land in viewers’ social feeds.
Take a step back and you will notice this is rather symbolic of the new pace of communication today:
from slow to fast paced; pensive and thoughtful to quick and succinct; sticking with the standards to trying something wild that taps into the current zeitgeist. The bar has been set high for any brand: create memorable properties tht fit viewers’ ever-shorter attention spans.