Adapt Or Die On Social Platforms Young People Care About
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ON SOCIAL PLATFORMS YOUNG PEOPLE CARE ABOUT
A quick tour through various youth-centric social “worlds" and their associated
languages, traditions and other cultural elements distinct to each platform.
Helpful insights are sprinkled in along the way.
Elements tor Success 1 ‘P ,
just like humans change their tone based on social environment * " "/0:
(dance club, job interview, family picnic), so too should brands .
vary expression based on social environment. Folfexaiilple Twitter [3
is conducive to wittiness and Vine brings out our silly sides. '
Audiences have expectations for the tone of content they'll ~
discover in each distinct social environment. Strategically V
deﬁning your brand tone will help you focus on which personality ‘
traits to spotlight in each platform. T ‘
Each platform has its own dialect, complete with nuanced
vocabularies and varying degrees of informality, including some
language that bypass sentences in favor of a series of hashtags and emojis,
collectively conveying sentiment. Strategically deﬁning your
brand language will assist you to create messaging that
resonates with each platform's digital natives.
Travel the world and you'll encounter different rituals and customs
for building community and connection. Strategically define your
brand engagement to help you align with the shared content
rituals that exist on the different social platforms. Your
engagement strategy should be a guide on how to participate
within the social community's culture, as well as creating your own
Sllﬁlﬂl MEDIA PLATFORMS
YOUTUBE, INSTAGRAM, SNAPCHAT, TWITTER,
VINE, AND TUMBLR.
WHY THEY MATTER
YouTube reaches more adults ages 18 to 34 than any single cable TV network. Nearly
Y0“ half of people in this age group visited YouTube between December 2013 and
February 2014, according to Nielsen. It was rated by millennials as the top place to
watch content, ahead of digital and TV properties like Facebook and ESPN.
lnstagram has edged out Facebook and Twitter in terms of prestige among young
. users. U. S. teens now describe lnstagram as "most important, " while Facebook and
Ly Twitter lost ground on this measure, according to Piper laffray's twice yearly teen
survey. The survey also found that 83% of U. S. teens in wealthy households were on
lnstagram. And from our experience, lnstagram is the number one place tweens
socialize with friends.
Snapchat is the youngest social network of all. More than six out of 10 Snapchat users
‘ are in the 18-to-24 age group, compared to 28% of lnstagram users, according to a
survey by Informate.
Twitter has begun to lean worryingly toward male users, whereas previously it was a
more gender-balanced social network. Pew found that 22% of males use Twitter, while
only 15% of females do. Twitter remains the king of real-time socializing.
23% of US teens (13-17) have posted a video to Vine from a mobile device. Number of
Vine loops played daily as of 8/20/14 (over 1 billion).
t Active user base in the last six months grew by 120%, while Facebook’s grew by only
2%. (As of fall 2014).
Sources: DMR bytralg Smith January 2. 2015 l Business lnsid er by Thiago Guimaraes December 12. 2014 I Tecl'iCruncl1 by Ingrid Lunden Norernber 25. 2014
As you know, YouTube is among the top platforms for tweens,
teens and young adults, and continues to be considered on par
with television, providing equally entertaining content. YouTube
celebrities are the first of this new digital fame, and have become
established household names. Y0uTubers have risen to fame
based on the following popular content concepts: make-up
tutorials, game reviews & tips, haulvideos, how-to and DlYvideos,
pranks, vlogs, short form entertainment series, and many more.
TONE: Entertaining, Seemingly Unrehearsed, Driven.
LANGUAGE: Descriptive, Intriguing, Optimized to be Discovered.
ENGAGEMENT: YouTuber/ lnfluencer Partnerships; Cross-Platform
Engagement, and Episodic Content.
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lnstagram is the visual platform for blending reality with fantasy.
It's all about presenting an idyllic life: look at my awesome food;
look at my view of this beautiful sunset; look at my fun BFF and all
the cool people I know. lnstagram is perfect for sharing authentic
brand stories and celebrating fans by making them look good
TONE: Aspirational, Style-Based, Sentimental
LANGUAGE: “Captioning” Life and Hashtag- Driven
4. , . ENGAGEMENT: Showcasing Beauty, lnsiderviews, UGC Hashtag
Twitter is the online social networking service that provides
young people a simple and fast way to share content in
real-time with friends and create closer connections with
brands and personalities they love (Or at least feel like they
TONE: Informative, Conversational, Witty
LANGUAGE: Brief And To The Point (Even When lt’s Pointless! )
ENAGEMENT: Shout Outs To Fans, Real-Time Chat, Hashtag
Giveaway Contests, Q&A, Customer Service
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Vine’s looping six-second videos allow for capturing short bursts of
activity or a series of start-and-stop micro-clips with a beginning,
middle and end or before-and-after effect. Vine lends itself well to
parody, sketch comedy, enactment of both shared universal
experiences and the novel. Creativity and humor rule, and young
people go to Vine primarily to laugh and or be otherwise
entertained. Believe it or not, tremendous opportunities still exist
for videos to "go viral".
TONE: Goofy/ Silly, Punchy, Fast-paced
LANGUAGE: Brief, Informal, Anything Goes
ENAGEMENT: Explore Popular Hastags And Popular Culture Trends,
Then Work Youth Brand Angle
Tumblr is a social network and blogging platform combined into one,
allowing young people to post multimedia and other content to it's
short-form biog. Part of Tumblr’s allure is the no “unspoken ruie” for
how many photos you can post from one event. On other photo
sharing platforms like lnstagram, posting 10 photos from the same
event that day is a violation of etiquette. While, on Tumblr, that's just
part of the sharing experience. If your Tumblr followers appreciate
the content you're posting, they'll repost it. Once a post is
reposted, other users may repost Tumblr content for days, weeks,
months or even years.
LANGUAGE: Anything Goes
ENGAGEMENT: The Multi-Media Hub, Meme's and GIF’s That Rock,
Long-winded Stories Or Quick Captioned Images, It's All Fair Game
The voice is your brand’s personality.
*5 , . ’ . Healthy personalities in humans and brands
" I T remain stable (avoid multiple-personality
4-, . disorder! ). It is important to maintain a
E “i . consistent youth-relevantvoice that
A accurately represents your brand ethos and
' target audience segments, yet adapts to
each social platform.
Effective 1l_‘outh brands humanize their social voice,
and find ways they can talk ‘, ‘neer-to-peer”
BRANDS TIIAT GET IT
BRAND VOICE + TONE SOCIAL + DIGITAL STRATEGY
Offers their community the
opportunity to be in on joke,
smack in the middle of the
fun, through irreverent,
humor driven experiences.
VINE: This digital campaign was
primarily geared towards young
adults, so thisvine was chosen for its
humor driven content which resonates
with this segment.
IIITTEI: The @FantaFun campaign is
used to create a tone and voice for the
campaign that is fun, light and
The Fanta persona not only shares
content and links, but also speaks
*with* their followers, soliciting
opinions on everything from Fanta
ﬂavors, to school and sports.
IISIITAG: The Fanta Fun campaign
utilized the #FantaForTheFun hashtag
across Twitter and Vine as a way to
track fan generated content, create
buzz and relay to their community that
Fanta was all about fun. The hashtag is
also strategically chosen so that it
makes their community look good
when they use it.
WHY IT WORKS
AUTHENTIC: Coca-Cola/ Fanta partnered with
popular and Viner influencers to create
humorous digital campaign, geared towards the
young adult segment.
Since humor is the main driver on Vine, the
videos were also shared on CollegeHumor. com
which aligned with the ‘fun’ voice of the Fanta
These Viner inﬂuencer-d riven ‘Fanta for the Fun‘
Vines have generated more than 385,000 loops
and 1,400 likes, which is 24 times the
engagement of any other Fanta branded Vine
All AIJUT ME: The content in the Vines revolve
around things that matter and resonate with
young adult life (school, dating, sports, music,
humor). Fanta also used Twitter to have a
conversation with their community.
COLLABORATION: Fanta invited their community to
participate and share theirvideos using a
distributed hashtag on Twitter and Vine
(#FantaForTheFunrry) that made it easier for
Fanta to ﬁnd, re-share and celebrate the
contributions of their community.
BIIAIIIIS THAT GET IT
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BRANDS THAT GET IT
BRAND VOICE + TONE SOCIAL + DIGITAL STRATEGY
Offers their community the
opportunity to align
themselves with a brand
that is forever young,
adventurous and cool and
they reflect this persona
across all their social
SIAPCIIT: As one of the ﬁrst brands to
embrace Snapchat, Taco Bell uses the
platform to test new ideas, connecting
with their community through humour
and storytelling. A call for Snapbacks,
provides co-creation avenues for fans
and an opportunity to engage directly
in a conversation with their
VIIE: Taco Bell is selling the persona
that they are fun, hip and cool. Vine
allows them to create videos that are
short, shareable and funny. Vines also
allow them to highlight speciﬁc food
items in a fun and creative way that
drives intent to visit Taco Bell and
INSTAGMM: Taco Bell uses lnstagram
as a visual medium to showcase the
“lifestyle” of their brand and the
community---Califomia cool, surf, sun,
friends and oh yeah--burritos. Highly
visual, stunning photos that tell a
story in one shot.
WHY IT WORKS
DON'T MAIKLTTO ME. BRO: The Taco Bell
Snapchat campaign is all about treating teens
like personal friends and not consumers.
Till I A STORY: Taco Bell uses Snapchat to
weave together a narrative that is often funny,
ineverent and re-shareable. Whether it's
Snapchat, Vine or lnstagram. the content is a
like a mini-TV show---it tells a story.
RELEVANCE: Taco Bell knows that if you want
people to talk about your brand, you have to
stay relevant. Taco Bell has leveraged youth
culture events like MTV Music Awards, Kid
Choice Awards and other events to show that
they are ‘one of the cool kids. ‘
BRANDS THAT GET IT
BRAND VOICE + TONE
succeeds with young adults
by using social platforms to
create fun, wacky, irreverent
and interactive story driven
SOCIAL + DIGITAL STRATEGY
TIMER: The Obosomething Twitter
voice is focused on authenticity and
engagement. They also RT tweets from
their community, celebrities and
influencers. The end result is a Twitter
feed that is fun, informatwe and not
focused solely on Dosomethlng.
SIS: Dosomething uses textingas a
way to converse with their community
and raise awareness of social causes. As
an organization, they reporta 97%
engagement rate using SMS.
Illfliiiittilis: As an organization that
urges teens to “Do Something Good” in
the world, Dosornething frequently
hamesses celebrity--both traditional
and from the maker communities---to
use their influence to get teens involved
with a cause or social good campaign.
SIIAKHAT: Dosomething uses Snapchat
to tell stories and narratives that drive
their community to interact with them.
As a brand, they also issue a direct call
to action via Snapbacks or
cross- platform interaction on Twitter or
WHY IT WORKS
ll THIS TOGETHER: Dosomethingalso uses social
media tell a story that drive young adults with an
explicit call to action to contribute to a shared
experience. Dosomething also succeeds by using
social media to help young adults do good things
in the world.
Go WHERE Tit! ARE: DoSomething. org takes a look
at the demographics at a particular social platform
to see ifthere's a match. There's no point trying to
engage with a young adult on Facebook, it they are
all hanging out on Snapchat, lnstagram orVine.
These platforms are popularwith young adults
because their meddling parents arentt
there--young adults rule these platforms!
TALK TO ME Dosornething pushes out tons of
content via Snapchat, SMS and lnstagram, but
they also take time to interact and converse with
their community and responds to
positive/ negative feedback.
Dosomething also succeeds through creative
partnerships and site takeovers
ASK ME. no REALU: Co-creation and feedback from
youth is a key part of the Dosomething social
strategy. Before they blast out content, launch a
new campaign, or approve messaging they run it by
their youth advisory groups to see if it feels
authentic and will resonate.
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BRANDS THAT GET IT
DOSOMETH| NG. ORG - SITE TAKEOVER TWITTER
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WITH IERN I’
TAKE AWAYS TD DIE FDR
Define an authentic voice that is "part of" your target
audiences‘ culture — then actually speak that way
Spend time immersing social and digital teams in the
targeted cultures — give them more time than you
When your voice and strategy is established,
experiment and let your team have fun within
Adapt your content to each social platform and engage
audiences in relevant ways — or die trying
(Harsh, I know. But true. )
IMMERSIVE YOUTH MARKETING
WWW. |MMERSIVEYOUTH. COM
E PE , CULTIVATING BRAND RELEVANCE WITH YOUNG" PEOPLE
Snapchat is the messaging application driven by youth culture,
taking the world by storm. Snapchat story tellers take photos,
record videos, add text and drawings, and send them to a controlled
list of recipients. These sent photographs and videos known as
"Snaps" with a set a time limit for how long recipients can view
their Snaps, after which they will be hidden from the recipient's
device and deleted from Snapchat's servers. Snapchat is perfect for
cultivating relationships with consumers through ridiculous,
real-time storytelling in the no-adult zone.
. ( TONE: 0ne-to-One/ Personable, Fun
LANGUAGE: Exclusive, Limited Only To The Creativity Of Your Story
ENGAGEMENT: Taking Fans Behind-the-Scenes, Celebrating
Had-To-Be-There Moments, Ephemeral, Co-Creation,