Since my childhood days, growing up in Queens, all that I ever wanted to do was watch Three’s Company. My parents had been against it and forbade me to do so, but that was very little to stop me from sneaking over to friend Celia’s to watch it (while wearing a crop top that rivaled Chrissy’s get ups, no less).
Today, the way young people seem to consume media, it seems to go beyond the traditional televisions and movies, but the idea remains the same. It seems that the young people want to associate themselves with the content that they love.
For instance instead of being inspired by Suzanne Summers, young women have been following fashion trends from YouTube’s Bethany Mota. The American Youth market has had its own set of strong values to marketers for generations and at current estimates worth $140 billion, it’s not a demography that your brand can ignore.
As Likeable prepares for this year’s Youth Marketing Summit New York, I’ve thought about those companies that produce content that is relevant, entertaining, engaging and at the same time in line with the demographic voice of the youth. These brands seem to know where the young people are and how one needs to speak to them.
Contiki: Contiki organizes group travels for people within the age group of 18-35 years. Its very own social media team posts user generated content, catchy captions, videos and fun hashtags to make people visualize the benefits of travelling with the brand.
Content features everything starting from people in their target demography having fun travelling to breathtaking locations as well. You will also get to see featured celebs that are popular among the targeted demography like the Buried Life and Natalie Dormer from Game of Thrones.
Contiki is also good at making community members feel important and valued. It is a contrasting feature since it frequently chooses posts from its community members to feature on its social media platform.
Tumblr: Tumblr is especially appealing to young people because it has such a wide variety of content types; users can express who they are with a lot of leeway. The network features stories, photos, GIFs, music, videos, and more. A great deal of viral content got its start on Tumblr, including the McKayla Is Not Impressed Meme and, more recently, The Dress. The Tumblr team uses video, user generated content, creative hashtags, and humor to captivate their target demographic. Similar to the Contiki team, the Tumblr team showcases user generated content. The material is funny and relevant to the target demographic – because they made it!
Tumblr team makes the use of video =, user generated content, creative hashtags and impeccable humor in order to captivate their target demography. Pretty much similar to the Contiki team, the Tumblr team showcases user generated content. The material has a touch of humor to it and at the same time relevant to the target demography as well – simply because of the fact that they have made it.
Conde Nast: The Conde Nast social media tem makes the use of GIFs, video, relevant articles and blogs along with their own set to influencers to engage with the youth. The team clearly seems to understand the importance of videos. (They even created a separate vertical dedicated to it called The Scene.)
With a clear affinity towards the set of younger audience compared to Conde Nast’s other verticals like The New Yorker, The Scene on the other hand features videos for a younger demography on Buzzfeed – a site with an enormous amount of traffic within their very own target age demography including loads of cat GIFs.
These videos include the likes of funny references to those things that most individuals have experienced. It includes the likes of FOMO (Fear of Missing Out), how to respond to people who won’t text back and the right emoji to use for particularly any awkward moment.
Fresh Direct: Fresh Direct takes pride of the fact that how well it seems to know its customers and strives to provide the best user experience. It has a team that makes the use of social media platforms in order to not only provide great customer service but also in order to attract and engage using their knowledge on their best known niche – “food”.
Witty copy and appetizing images help to attract a younger demography that may not necessarily be fond of “grocery shopping and related activities. Their Instagram page boasts emoji food images, cool and funky food themed accessories along with videos and giveaways. Well its basically a young foodie’s dream.
Live Nation: The Live Nation team makes the use of interactive virtual content, user generated content, influencers, contests and video to create content that is relevant and engaging towards the general public. At the same time the community is extremely responsive as well.
The followers of the forum submit questions for Q & A’s with the celebs, reply to the content and regularly share whatever they like. The Live Nation Instagram features humorous content with the inclusions of emoji, popular memes, short concert videos and most importantly behind the scene clippings with the celebrities.
References:
http://www.forbes.com/sites/carriekerpen/2015/05/15/how-5-leading-youth-brands-are-disrupting-todays-market/
http://www.forbes.com/sites/carriekerpen/2015/05/15/how-5-leading-youth-brands-are-disrupting-todays-market/2/
Today, the way young people seem to consume media, it seems to go beyond the traditional televisions and movies, but the idea remains the same. It seems that the young people want to associate themselves with the content that they love.
For instance instead of being inspired by Suzanne Summers, young women have been following fashion trends from YouTube’s Bethany Mota. The American Youth market has had its own set of strong values to marketers for generations and at current estimates worth $140 billion, it’s not a demography that your brand can ignore.
As Likeable prepares for this year’s Youth Marketing Summit New York, I’ve thought about those companies that produce content that is relevant, entertaining, engaging and at the same time in line with the demographic voice of the youth. These brands seem to know where the young people are and how one needs to speak to them.
Contiki: Contiki organizes group travels for people within the age group of 18-35 years. Its very own social media team posts user generated content, catchy captions, videos and fun hashtags to make people visualize the benefits of travelling with the brand.
Content features everything starting from people in their target demography having fun travelling to breathtaking locations as well. You will also get to see featured celebs that are popular among the targeted demography like the Buried Life and Natalie Dormer from Game of Thrones.
Contiki is also good at making community members feel important and valued. It is a contrasting feature since it frequently chooses posts from its community members to feature on its social media platform.
Tumblr: Tumblr is especially appealing to young people because it has such a wide variety of content types; users can express who they are with a lot of leeway. The network features stories, photos, GIFs, music, videos, and more. A great deal of viral content got its start on Tumblr, including the McKayla Is Not Impressed Meme and, more recently, The Dress. The Tumblr team uses video, user generated content, creative hashtags, and humor to captivate their target demographic. Similar to the Contiki team, the Tumblr team showcases user generated content. The material is funny and relevant to the target demographic – because they made it!
Tumblr team makes the use of video =, user generated content, creative hashtags and impeccable humor in order to captivate their target demography. Pretty much similar to the Contiki team, the Tumblr team showcases user generated content. The material has a touch of humor to it and at the same time relevant to the target demography as well – simply because of the fact that they have made it.
Conde Nast: The Conde Nast social media tem makes the use of GIFs, video, relevant articles and blogs along with their own set to influencers to engage with the youth. The team clearly seems to understand the importance of videos. (They even created a separate vertical dedicated to it called The Scene.)
With a clear affinity towards the set of younger audience compared to Conde Nast’s other verticals like The New Yorker, The Scene on the other hand features videos for a younger demography on Buzzfeed – a site with an enormous amount of traffic within their very own target age demography including loads of cat GIFs.
These videos include the likes of funny references to those things that most individuals have experienced. It includes the likes of FOMO (Fear of Missing Out), how to respond to people who won’t text back and the right emoji to use for particularly any awkward moment.
Fresh Direct: Fresh Direct takes pride of the fact that how well it seems to know its customers and strives to provide the best user experience. It has a team that makes the use of social media platforms in order to not only provide great customer service but also in order to attract and engage using their knowledge on their best known niche – “food”.
Witty copy and appetizing images help to attract a younger demography that may not necessarily be fond of “grocery shopping and related activities. Their Instagram page boasts emoji food images, cool and funky food themed accessories along with videos and giveaways. Well its basically a young foodie’s dream.
Live Nation: The Live Nation team makes the use of interactive virtual content, user generated content, influencers, contests and video to create content that is relevant and engaging towards the general public. At the same time the community is extremely responsive as well.
The followers of the forum submit questions for Q & A’s with the celebs, reply to the content and regularly share whatever they like. The Live Nation Instagram features humorous content with the inclusions of emoji, popular memes, short concert videos and most importantly behind the scene clippings with the celebrities.
References:
http://www.forbes.com/sites/carriekerpen/2015/05/15/how-5-leading-youth-brands-are-disrupting-todays-market/
http://www.forbes.com/sites/carriekerpen/2015/05/15/how-5-leading-youth-brands-are-disrupting-todays-market/2/
