The document discusses the evolution of youth culture influenced by social media and the decline of traditional advertising. It highlights the importance of peer recommendations over brand trust, emphasizing that engaging and entertaining content is more effective for brands. The shift towards user-generated content suggests that remarkable content is key to increasing brand awareness and favorability among young people.

2. THE VOICE OF GLOBAL YOUTH CULTURE.

3. OVER-SATURATION OF ADVERTISING.

4. THE INTERNET CHANGED EVERYTHING.

5. TRADITIONAL MEDIA
percent who used less last year
NEW MEDIA
percent who used more last year
VICE Youth Market Study, 2013

6. A NEW, VISUAL LANGUAGE
2BN photos shared on facebook each week
200k Instagram photos shared per hour
100M Tumblr posts published every day
60MIN video uploaded to YouTube per second
4M hours of video watch on YouTube per month
Facebook, Instagram, Tumblr, YouTube

7. 80%
people trust peer
recommendations over brands
(only 14% trust advertisements)
25%
social media messages that
include links to content.
INFLUENCE COMES FROM THEIR PEERS.
Source: Socialnomics

8. 80%
WANT BRANDS TO ENTERTAIN THEM.
Edelman 2013

9. 33% 50%
AND IT DELIVERS ROI.
36%
Effect of branded content with 18-34’s,
ComScore video matrix, OPA study
more effective than
traditional advertising in
terms of raising
awareness
more effective in
boosting brand
favourability
50% more effective in
terms of influencing
purchase intent

10. CREATING CONTENT WITH BRANDS.

11. THE OLD MODEL.

12. THE NEW THEORY.

13. LEVERAGED MEDIA.

14. CREATE CONTENT THAT MATTERS.

15. REMARKABLE CONTENT GETS SHARED.