Forget what you think you know about Millennial behaviour. What can Social Media folk learn from Pokémon Go?

So the Pokémon GO app only launched in the UK today (officially, naughty jailbreakers), but it's already broken the Internet, polluted our social feeds and introduced what can only be described as STDS ('Sean of The Dead Syndrome'). Droves of zombie-like humans trawling the streets, smartphone in the air, ready to throw imaginary balls at imaginary creatures in an imaginary world.

As of 2 days ago the US was at 7.5m downloads and the app was making $1.2M a day in revenue. It's now even more. Astonishing. More people have this app than Uber and Tinder and it's only a week old.

So the epidemic is here, but what can we learn from it?

Convenience!? Who needs that?

It's hard to analyse upon first review because it goes against everything that smartphones and apps have increasingly been developed to do and that is provide convenience to its user.

Wants a girlfriend? Go on Tinder.
Want a cab? Go on Uber.
Want to chat to your mates? Go on WhatsApp.

Want to catch Pokémon? Well you better get up off your arse and get out there and find them.

And my God how people have done.

It's a mystery.

There's no incentive. There's no end goal. There's no convenience. It's all about having fun. And being the very best. Like no one ever was. Sorry.

Who's doing what?

Snapchat started this way until the introduction of the chat function. It was fastest ever growing network of users with the only initial convenience being you could send nudes to your girlfriend without your wife finding out.

Without going into the analysis of Millennials and reigniting their interest in Pokémon I want to look at the app and see where other apps are missing a trick that Pokémon GO addresses.

The best and most relevant apps to compare it to and inevitably what Pokémon GO will become are social network apps.

Now, Pokémon GO is the first app to truly make use of interactive augmented reality on mass.

Augmented reality has been a buzz word in the tech world for many years now but it's never really taken off mainly due to monetary and usefulness reasons.

Snapchat uses augmented reality well but it's a closed network. Snap or video your face as a dog or as a piece of bread, send it to your friends or add it to your story, and it's gone again in 24 hours. It's uses are limited. But as mentioned this app has a convenience factor.

Facebook do the reality part well with the introduction of live video, but in order to be relevant you have to be interesting if you're going to entertain on mass. Again its convenience (which obliterated Friends Reunited - remember that?) is to keep in touch with friends, family and count how many kids Chantelle from your form has now.

Looking at these 2 channels what do they both have. Simplicity. Point, shoot, type and share. Easy. The best platforms are the ones that give you the most reward in the simplest way, hence why they're so successful. Instagram, Twitter, LinkedIn, etc, etc. Easy.

Pokémon GO has ease in droves. Look at your real time map. See a Pokémon. Fling a ball at it. Capture it. Go to the gym. Battle. Collect balls and eggs on the way with the goal of capturing all of the Pokémon.

But what are the other guys missing that Pokémon GO has?

1) It's Interesting. No. More than that. It's compelling. FB and SC are only as interesting as those you follow. Pokemon GO has taken its concept and allowed you to explore the world around you in a completely different way and whilst doing so has engaged a whole new audience to what was before a niche interest.

Words I never thought I'd say but, there was a Bulbasaur in my back garden today and my local is now a Poké Gym.

2) It's a first. Deep inside every Millennial is that burning desire for the next big thing and be the first to crack it. There were social networks and photo sharing apps before FB and SC but Pokémon has almost certainly now won the augmented reality race (Zuckerberg - a massive VR and AR fan will hate this). This desire is why we queue around the block for the new iPhone when we can get it just as easily a few days later.

3) It's non-exposing. A big fear of Millennials is that they are inadequate amongst their peers. This is why for years War Hammer players have hid in dark rooms to play the game they love and played Halo online. Pokémon doesn't need your picture, it doesn't need to know your interests or what clothes you wear. When you're using the app, you could just be easily sending a text or taking a photograph. Facebook can be an uncomfortable place, putting yourself out there always is to some degree. Pokémon eradicated these barriers.

4) Businesses can capitalise without paying. We've seen already A-boards and signs of stores saying there's a wild Pikachu inside and it's driving footfall. Gone are the days where FourSquare offered you the chance to become Mayor of Wetherspoon's for 10% off by getting the most check-ins. Stick your 10%, I want that Pikachu. Now.

Inevitably Pokémon GO will change over time. But watch how the big app developers look to take their tech and use it in a similar way. Mark Zuckerberg, over to you chief.