How to future proof your youth marketing strategy…
More and more nowadays we need to tap in to the minds of the youth generation – how they think, how they behave, and what they believe in| May 1st, 2018
A few weeks ago, Sarah Eve, MBA’s Influencer Production Manager and Kat Miles our Producer attended the YMS LDN 2018 Festival in Shoreditch, a conference that looked at all youth type behaviours that exist online, with one of the main topic areas being influencer activity. In this article Kat explores how to future proof your youth marketing strategy.
It can often be hard to sell in to a client that content is the way forward for a younger audience, but seeing a lot of young people speak first-hand about what they consume and why was really useful to know. One big topic of the day was that young people really tap in to content that has a deeper connection. They were expressive about how trends come and go, but a campaign that tackles something more personal, such as mental health in young people, would resonate a lot more. One person on a panel said that trends are often quickly forgotten, but people who genuinely need support and media exposure to challenge stigma will remember that long term commitment that a brand made. So it seems that ‘personal development’ often trumps ‘trends’!
Another focus point was Food, talking about how obsessed a young audience are with identifying as a foodie. Interesting points came up, such as how young people liking foods is a sociable aspect, and has made young people more health conscious than ever before. For Tech, ASMR (Autonomous Sensory Meriden Response) is on the rise, where more emotive methods of tech style media work well with a younger age bracket. It is all about looking at our technical behaviour online.
When looking at content specifically, there was a lot of discussion over ‘Insta Tribes’, and how the platform is a beast for young people. A lot of young people were saying how Instagram stories have replaced Snapchat for them. With others stating how there are a lot of brands out there with boring Instagram accounts, and they don’t understand why brands do not prioritise this.
There was also a lot on truthful content, with young people discussing how Nike, Reebok and Adidas are nailing it at the moment. For example, each brand has created a women’s only Instagram account so they can be as truthful and personal to female consumers as possible. Not only are they tapping in to the right demographic, they’re also fighting sexist connotations about sportiness.
To find out more about Influencer Marketing and how it can work for your brand, please contact Ana Thorsdottir – firstname.lastname@example.org
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