New Social Media Strategies to Reach the Young Demo
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See the slides from my recent webinar with Cynopsis Media, on social media strategies targeted towards Gen Y (millennials) and Gen Z.
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New Social Media Strategies to Reach the Young Demo
- 1. NEW SOCIAL MEDIA STRATEGIES TO REACH THE YOUNG DEMO Zontee Hou for 1
- 2. ABOUT ZONTEE • Strategist for top consulting firm Convince & Convert, founded by Jay Baer • Digital marketing consultant & founder of her own firm, Media Volery, in New York City • Adjunct professor of communications at the City College of New York • Has worked with brands ranging from Martha Stewart Living Omnimedia to Allstate Insurance 2
- 3. WHAT DO GEN Y AND GEN Z WANT? Photo: By Joris Louwes, used under Creative Commons attribution license via Flickr 3
- 4. SOCIAL IS AN EXTENSION OF THEMSELVES • In 2014, Nielson found that over 85% of Generation Y owned a smartphone • They’re spending over 26 hours a month on social media on their smartphones finds comScore • Fully 90% of young adults (18-29) use social media according to Pew 4Source: comScore Mobile Metrix (2015)
- 5. THEY WANT TO BE IMMERSED IN THE EXPERIENCE Photo: twitch.tv/riotgamesbrazil live- stream 5
- 6. WHERE CAN YOU STREAM LIVE? • Snapchat • Facebook Live • Periscope • Google Hangouts Live (YouTube) • Meerkat • Blab 6
- 7. HOW ELSE CAN CREATE IMMERSIVE EXPERIENCES? • Google Cardboard • Facebook 360 • YouTube 360 • Live-posting on Instagram, Tumblr • Snapchat stories • Live-blogging 7Photo: By othree, used under Creative Commons attribution license via Flickr
- 8. THEY WANT TO EXPRESS THEMSELVES Screenshot: YouTube – Late Show with Stephen Colbert 8
- 9. EMPOWER THEM TO CHOOSE Examples: • Choose the cast-member who will be answering your questions on the live-stream • Vote on the character whose side you’re on (in an argument) • Help design the upcoming trailer—❤️ your favorite snippets on Instagram 9
- 10. CELEBRATE THEIR CREATIONS Feature user-generated content: • Repost their content on Instagram, Tumblr • Feature favorite snaps that use your Lenses on Snapchat • Create video compilations (for YouTube, Facebook, Instagram) 10Screenshot: Youtube – Mike Tompkins’ STARSHIPS
- 11. THEY WANT TO FEEL LIKE THEY’RE NOT ALONE Photo: By Pierre Rougier, used under Creative Commons attribution license via Unsplash 11
- 12. TAP INTO UNIQUE NICHES Look for opportunities to create content around: • Shared experiences • Quirky interests • Group affiliations • Rivalries 12
- 13. WHAT DO GEN Y AND GEN Z WANT? • Content that fits their mobile-driven and fully connected lifestyles • Immersive content experiences • Opportunities to express themselves • Content that reinforce how they see themselves 13
- 14. CONNECT WITH ME • Twitter: @zontee_hou, @convince • LinkedIn: linkedin.com/in/zonteehou • Website & email newsletter: ConvinceandConvert.com, MediaVolery.com 14
Editor's Notes
- Contributor to the C&C blog, ranked #1 content marketing blog by the Content Marketing Institute. Teach consumer behavior, which is going to drive a lot of what we’re talking about today
- Yes, the apps are changing—but we as marketers have to understand the underlying motivations of this generation to better understand how to engage them, regardless of the medium. As you may have heard, Meerkat was the next big thing, only to be destroyed by Periscope. Peach rose quickly only to have audiences dwindle right away. Today, I don’t want to focus on the apps. Today, I want to talk about three drivers of their behavior.
- Not just on social, but specifically on mobile. So mobile has to be optimized. Buzzfeed’s content creators ONLY preview their content on mobile—ask your team: are you testing your content regularly on mobile platforms?
- Twitch: a platform to watch other people play specific games. They’re a “show don’t tell” cohort. With the Grammy’s and other shows, you’re seeing more multi-platform previews of the process of getting ready. You’re seeing celebrities show people how they get their makeup done. They want to be a part of that experience. This also reflects their changing sense of what is public versus what is private.
- They want immediacy and access—they want to see behind the curtain and get front-row access to experiences. Upside Down & Inside Out: 46 million views on Facebook alone Live Q&A on Facebook by lead-singer Damian Kulash
- Hardcore Henry: a movie that emulates that first-person experience—inspired by video games and “headset experiences” Can you offer them an opportunity to sit in the director’s seat or see through the eyes of a makeup artist for the day?
- American Idol ushered in a whole new age of people feeling like they can participate with TV shows—now it’s easier than ever to have people participate in TV shows. This age group thinks highly of their own opinions—they want to share their thoughts on everything. 1-5 have posted a video of themselves online according to Pew Research. Tinder (swipe left or right to match with potential dates), Wishbone (vote on two different items), and polls on Twitter and Facebook—Gen Y and Z want to have a say. They want to have an impact from their couch, right now. Make it fast and easy to get on and participate—short URLs that are easy to type in (npr.org/podcast).
- Twitter conversational ads Instagram, Tumblr, Wishbone
- Feature user-generated content: Embed their fan content to your site or on your blog—do a search for fan art for any hit TV show and you’ll find tons of illustrations Feature people each week on Facebook Video: OK Go’s “A Million Ways” got hundreds of fan videos
- This is a cohort that isn’t homogenous: according to Pew, 50% of millennials describe themselves as politically independent and only 40% identify themselves as part of the “millennial generation”. And yet, identifying with others IS important to them. When you look at the success of Buzzfeed’s community articles—such as “38 signs you went to UCLA”—you can see that they want to find ways to connect with others. It’s also why we’re seeing huge popularity in apps like Whisper and Yik Yak that allow for anonymous sharing of personal experiences that others can then identify with or react to.
- Look for opportunities for your content creators to tap into things that are unique about themselves. Did they go to a big 10 school? Do they come from an immigrant family? Is there one person who is a huge Red Sox fan and another who is a huge Yankees fan? Gen Y & Z want to hear stories that break down barriers between themselves and their entertainers and make them feel like they’re more connected to them. OR let your fans identify with your characters. Quiz: “Which Bones character are you?” from BuddyTV, but why shouldn’t FOX be putting out that kind of content?