If you want your marketing to appeal to teens who might become brand customers for life, a new study by digital marketing agency iProspect suggests you have to find content that helps them say something about themselves and prompts them to share it. Where and how you deliver the content is much less important than the message.
The study found that while 90 percent of teens view television as the top source of entertainment information, they’re also watching programming on Netflix, YouTube, and other channels where they can watch on their own schedules.
A fragmented social ecosystem
But they share their thoughts and feelings via a somewhat fragmented “social ecosystem” that presents an opportunity for brands to reach them.
“Even with the exponential growth of new media channels, it’s not the particular app or platform that teens are loyal to, it’s the content,” said Danielle Smith, group account director, iProspect. “Marketers need to focus on developing the most relevant content that helps teens make a statement about themselves or pushes them to share with others.
“To do so, we recommend that brands create visual messages that can be consumed quickly on social networks, where nearly 80 percent of teens get entertainment information. Brands also should develop humorous messaging or cause marketing to spark interest, and crowdsource projects when possible to encourage a sense of belonging among teens.”
It recommends marketers:
Be flexible and fast. Tweak and test. Move quickly
Be current. How are teens messaging about current trends?
Always crowdsource: help teens feel connected to unique groups.
Spark their interest. Use humor, cause marketing.
Create visual messages they can consumer (and share) quickly.
Personally, we think those constitute good advice for digital marketing in general, not just to teens.
Here’s an infographic on the study findings: (click link for the full infographic)