The document provides research on audience interests and existing social media platforms and products that are popular among the 16-24 age demographic. It analyzes the audiences, content and features of Twitter, TikTok, Instagram, and existing TV shows and movies like Squid Game, Love Island and Spiderman: Homecoming. It also includes examples of advertisements and posters targeted at 16-24 year olds. Potential colors, fonts and logo designs are explored based on the research. A proof-of-concept Instagram profile is created to demonstrate what the final product might look like.

1. Audience Research
Project
Lily, Nathan and Jess

2. Initial Research - Audience Interests
When looking to specific audience interests we found that topics surrounded
technology. We looked at 6 different social media sites, Instagram, Tiktok,
Discord, Twitter, Facebook and Reddit. We chose these as are they are most
used and recognised social media platforms and could yield the most useful
information. These topics included games, google, general news, video games,
video, shopping, internet tools, community, internet and business, music, software
and social networking. Based on these factors we are going to focus our website
on these topics, we have yet to decide specifics but feel that sticking to what the
website has said will give us the best result when it comes to audience
satisfaction.

3. Twitter
Twitter is a social media platform that google says is “An American microblogging
and social networking service on which users post and interact with messages
known as "tweets". Its ranked by similarweb as the 4th most visited platform in the
world and has 6.53 billion visits. Its audience interest consists of social networking,
online, email, internet tools, sign, community, internet, news, google, video games,
software, international news, google tools, google apps, business, search, music,
shopping and videos. The users of twitter are 68.1% male and 31.9% female, the
majority of these people are aged 25-34, making up 38.5% of total user base.
Twitter also has a mobile version which is used 80% more than the website as more
people have access to a smartphone rather than a computer.

4. TikTok
Tiktok is a video focused social networking owned by bytedance,it hosts a variety
of short-form user videos from genres like dance, comedy and education with
durations from 15 seconds to 3 minutes. TikTok is globally ranked the 17th most
visited platform and also in the last 6 months tiktok has a total of 1.34 Billion visits,
some of the main topics that the audience search when using tiktok are software,
music, blog, video games and social network.the users of tiktok are 60% female
and 40% male between the ages of 16-24 at 60% and between the ages 25-44 is
26% meaning a younger audience who are female are more interested in this app.
The top 4 paid keywords are tiktok,tiktok ads,tik tok advertising and tiktok ads
manager which are used when a person has a paid promotion.tik tok also has very
similar competitors such as google which is ranked at the top and also facebook,
twitter and instagram other common apps which are very popular.

5. Instagram
Instagram have had 6.24 billion total visits. Instagram.com’s marketing strategy is
focused on Direct with 72.31% of traffic coming from this channel, followed by search
with 16.19%. Some of the main topics that instagram use is shopping, news, software,
internet tools, blog google apps, sign, games, search, communities, music, internet,
international news, social business, video and social network. However instangram
have some competition with similar sites- twitter, facebook, titok, reddit, discord and
more. In terms of gender demographics, 68% of instagramers are female. Overall, 38%
of female internet users are on instagram compared with 26% of male internet users.
59% of internet users between the games of 18 and 29 use instagram and 33% of
internet users between the ages of 30 and 49 use instagram.

6. 16-24 year olds interests:
● 92% of 16-24 year olds would think less of a brand that harms the environment
and 47% would stop buying from them.
● Students spend over £3.2 billion on nights out alone.
● 80% claim that they have eco-anxiety.
● 46% said they would rather stay in and have a takeaway than go out.
● Technology and social digital interaction.
● One in 4 have a famous role model.
● 70% of young people agree they are impatient.
● 16-24 year olds use five screens ; a smart phone,tv, laptop, desktop and ipad/ipod
● They don't like having to wait for a long adverts.

7. Existing Products - Squid Game
Squid game is a Korean Tv show that can be streamed on Netflix. It was released in 2021 and has
become a huge hit, so much in fact it's the most streamed show on Netflix. Its increased popularity is
put down to its genre, K-Dramas. Over the course of the last couple of years korean culture has
increased with popularity, with the likes of BTS and other KPop groups becoming more popular in
Western culture. The popularity of these group has made korean Tv shows popular as well, some of
these include, World of the Married, Sky Castle and Crash Landing on You. Another one is Squid
Game, the Tv show is about people in debt trying to win $34 million by surviving life threatening games
and being the last one standing. The story follows a man called Seong, Gi-Hun whos in extreme debt,
he goes through the games and ends up winning, losing all his friends and himself along the way. The
reasons for it benign so popular with our demographic is that it talks about issues that our generation
cares about, the wealthy using the poor its its advantage and in this case for their amusement, they
also tackle the issues of racism towards one of the characters who isn't asian. According to a professor
of communications at Bouvé College of Health Sciences Amy Lu, the colour scheme is partly why
people our age are draw to it, the bright colours tend to draw people our age in. Another factor is the
symbols on the masks look like the playstation symbols, as a lot of people play on console this could
also be a reason for its attention. It also keeps your attention throughout, your always left guessing
what will happen next, what the next game is and who’ll be the next to go. The amount of violence also
appeals to our audience as it they're at that age where they can watch that type of content. I also think
the fact that it became popular made it popular, it basically became a trend and people watched it
because other people watched it, even if they weren't into the genre people watched it. Since its
release, youtubers have made remakes of it, merchandise has been made and halloween costumes
were made out of the characters, this only increased it popularity.

8. Existing Product- Love Island
I decided to look into another existing product which appeals to the same type of demographics we
are looking into “16-24” year olds. Love Island is a British dating game show narrated by Iain
Stirling the show has been highly successful and influential in british popular culture,it became
ITV2’s most watched show in the networks history in 2018.The premise is to couple up and
convince the public to keep you on the island in order to win £50,000 whilst trying to find the
perfect match.the contestants are normally aged around 20-25 which fits perfectly in the
demographic which we are looking into i also chose this tv programme because it relates towards
the theme which we have chosen ‘dating’ therefore we can look more into this tv show to get more
ideas on what we need to add into the concept of our own.the colour scheme from the logo of the
show is saturated colours such as blues,golds,whites and greens which present a ‘summer vibe’ to
the show it can also bring happiness as if they colours where dark and gloomy many people may
not like the vibe of the show whereas because it is bright this will attract more of our
demographics. We can also look into these colour schemes and use them in our own as they will
already appeal to our audience.

9. For our product our target audience is between the ages of 16-24
we have chosen “Spider-Man” as one of our pre existing products
due to it’s rising number in teens watching superheros in 2020 a lot
more people have watched super hero films this has dramatically
changed the demographic number in viewers. The reason to why
this film has such a massive fan base round our target audience is
due to the characters backstory as it is just a normal human being
and how he designs his own technology into becoming one of the
best heroes in our generation. The producer of the product has
utilized numerous detail in the product to draw the audience into the
product through the use of images such as the explosions as teens
nowadays like action films. Furthermore the audience like this super
hero “Spider-Man” due to the fact that he is like every other teen as
they can relate to him because he is shy at school and quiet
however he is smart the producer has made him like this so people
can relate to him.
Existing Products - Spider-Man Homecoming

10. Aimed Advertisements
This advertisement is for a kickstarter scheme in Cardiff for people
16 - 24 that claim universal credit. The advert itself is bright and
eye catching, the blue and green make it standout and if you were
walking down the street it would definitely make you turn to look at
it. The contrast in colour of the text to the rest of page is another
thing that makes it stand out, it also makes it more readable from
far away. The use of the word work also sparks interest as people
that age are looking for first jobs or work during university. The
image use implies that it’ll be fun and enjoyable which is always a
must when looking for work. It also gives out the information to
apply to the ad which is really important and helps the applicant
research further and or either apply. The use of arrows in also
directs you to look at the image, i think the way they planned it
was that you read the title and then see the arrow, read it and
then guided by the arrow, you look at the image and see someone
whos done the scheme. This is clever marketing because it
makes you look at everything easily. For our own platform we will
the bright colours to draw people in and look at our site and ads.

11. Ashton core project is target at 16-24 years
olds that need help into work/ training. The
poster itself is eye catching and appealing
towards the target audience, as the
producer has used a blank page with bright
colours to stand out. The use of the colour
red stands out to the audience as red is a
very dominate colour to grab people's
attention. The producer has utilised this
colour also to show the immediate action
after applying to this project as the picture
bubbles portray the steps you take in order
to get to the place you want to be.

12. Advertising poster aimed at 16-24 year olds:
When looking online i came across a few different posters which were
aimed at our demographic audience which is 16-24 year olds this
poster is quite simple but effective with a simple image of people
around that age with a mise en scene facial expression of them
smiling which shows happiness this could reveal these people are
happy within this agency also gives out information on the poster,
which says people who are looking for an apprenticeship etc to get in
touch to help them out. I like the idea of the matching colour schemes
of the two shades of a neutral blue used appealing to both genders,
and the bold fonts to pull the audience in. They also included a range
of different options which is provided within their service so which
covers the whole audience range of 16-24 year olds which is great.
However i did noticed they haven't included the actual numbers of
their telephone or address name which makes the poster look
incomplete as some information which they need hasn't been provided
to its audience. Another thing i like within the poster is the use of the
direct question “are you?” really pulls the audience into question and
think for themselves.

13. Examples of audience profiles:
This is an example of a profile, it’s
got more of a cartoony style than
we we’d like to use but it's still a
really good example of what we
want to achieve when it comes to
layout. I think we will go for a
more minimalist style as its more
suited to everyone, we will use
colour to match our demographic
but we couldn't find anything to
show what people preferred so
we decided to go with what's
been more popular in recent
years.

15. Our Audience Profile

16. These are the colours we’ve decided to use after doing some research into what our demographic likes.
Charcoal Black
Jade Black
Denim Blue
Crimson Red
Splashed White
Tangerine Orange
Carolina Blue
Sand Gold
Quartz Silver
Cherry Red
Hickory Brown
Eggplant Purple

17. Colour Scheme Experiments
We have utilized these colours as we did some research into our demographic
target audience as our age range is between 16-24 so we looked at what colours
they liked and thought suited our product. In the end we got a range of various
colours that we could use for our colour scheme, from the colours that we
discovered we found out that the colour base has adapted a dark colour scheme
with exceptions of a light blue and orange being the only acception in our research
for light colours. Furthermore in the end for our colour schemes we created various
ones that ranged from black and white then to changing some of the colour
schemes to different shades of colours for example we were given to different
shades of red to use so we put them both into the same colour scheme.

18. Font Experiments
We decided on a range of fonts which we found using ‘DAFONT’ which is a website
which provides a wide range of fonts. When browsing on this site we found various fonts
that we could utilize in our project that would appeal to our target audience. We got a
range of fonts such as “Patinio” and “Bellerose” we decided on getting a wide range of
fonts such as these so we can therefore target a larger range of people between the
ages of 16-24. Also due to the wide range of fonts we are able to make our project more
eye catching and appealing towards our target audience for example if we want to target
certain types of people to our project or to fit different subjects in our project we can use
fonts to display this. For example when browsing on a fashion website they use fonts
such as “Bellerose” or “quacker” this is due to everyone associating thing and fancy text
with fashion brands. Whereas if it’s something to do with a business you might use a
bold font such as “Patinio” this is portray to the audience that it is very serious and
professional as it is eye catching as it stands out for their target audience. Therefore it
was a vital part in our work to make sure that we get the correct font to sue for our
project as it will give the audience a little bit of detail about our project as they will know
what sort of subject it is, this is why we got a wide range of fonts to suit our
demographic target audience.

19. Logo We created this logo to suit our target audience we have done this
by using a colour scheme picked out by our target audience as they
mainly chose dark colours with different shades we was able to
make a logo look like this. The reason to why we have made a globe
with a grid init is to portray to various people that our product is for
everyone as it appeals to them. Furthermore we utilized the use of
the grid inside the globe to show what our brand is called so it
symbolizes our product, also it shows that everyone in the world is
using it right now and that it is the new trend that everyone is on.
When making the globe we wanted it to be the first thing that stands
out so when people see our product on a poster or something they
will know that we made it as it will have this logo on it. In order to
make it eye catching for the audience we adding in special effects to
the globe for example we did it in photoshop as we added an in glow
and an outer glow to really make it stand out. When making the title
we wanted it to be big and bold so it was easy to read and so it
stood out for people to keep our product with the demographic
colour scheme given to use we decided to make the text black and
to add a white outer glow to the text.

20. Proof Of Concept:
To add to our research we decided on creating a Proof of Concept this is
because we wanted to have a better understanding on what our
products will look like and how we will achieve this. The proof of concept
i chose was an instagram account which i found using google a
‘instagram template’ i then added in pictures using other sources such
as tinder because these relate towards our theme choice and also
similar demographics. I also used our grid logo as he profile picture and
added in a title which relates towards i chosen subject. I think this was
quite simple to create which is a positive because when we come to
making our products we will have a much better understanding on where
to start and we can look back on this proof of concept for more ideas.
We chose pages which our minimalistic because this is what the
audience want and also want to include similar colour schemes which
are shown in the research above.

21. MoodBoard for website design: Embed our social
medias within the
website which will
help us to reach the
target audience as
most 16-24 year olds
use socials.
Events will be on the website
with a calendar for its audience
these events/protests will be
based upon the future etc.
I will include a page in which you
can upload your own blogs or
images to communicate and find
others with the same interest.
Audience will get to
know us abit
more/information on
what our product is.

22. Mind Map:

23. Planning for advert
Storyboard:
1) Actor walks down path whilst holding phone (looks sad) image dark and cloudy
2) Actor gets notification on phone for a new app
3) Actor downloads app and gets a lot of notifications about people wanting to meet
(looks happy) image brightens up
4) Notifications come out of phone and go up in the air

24. Style Sheet:
We have created this style sheet to help us when creating our products as this shows us what sort of font
we are going to be using across our products so the audience will be able to tell that they are all for the
same product. Furthermore, we have included the colour scheme to also portray the colours we are
allowed to use in the products.

25. Contingency planning:
Potential issues: solution:
Memory stick corrupted Keep backing up work and keep additional copies
Computer overheats Make sure to take regular breaks, if it breaks make
sure to back work up and have a backup e.g. laptop
school computer
Camera breaks Make sure to have a backup device such as a phone
Actor can’t make it due to covid Make sure to have some extras ready incase they are
needed
Can’t get footage in location Make sure to have backup locations incase we can’t
record and take photos in our original location

26. Health and safety:
Potential issues: How will the issue be avoided:
Tripping over wires Make sure to hide wires under desks and keep them
tidy and out of the way
headaches Make sure to take regular breaks and turn the
brightness on the monitors down
Covid spreading Make sure at all times actors are 2 metres apart from
each other to stop the spread and to make sure that
everyone is wearing masks
Backache Make sure to have regular breaks and to have a
recliner chair and sit up straight
Eye strain Take regular breaks and turn brightness on monitor
down