Entertainment Isn’t Everything.
Connecting with young consumers today takes more than just being funny.
You’re reading Section 3 of 4 of the DEFY Media and DoSomething Strategic “Brand Love & Ad Nausea” report. Check out Sections 1 & 2.
Young consumers may try to block your ads, but they still like your brand!
In the research DEFY Media and DoSomething Strategic conducted of young people ages 13–25, we found that more than 60% follow at least one brand on social media (primarily on Facebook, Instagram, and Twitter) and 44% even subscribe directly to a brand newsletter.
This seems contradictory, right? They’re going out of their way to block ads and yet are now inviting them into their social feeds to put them on the same footing as their friends and family?
The difference is that they are doing this on their own terms. But what kind of communication and content do young people really want?
Between the rise of shows like Workaholics, seemingly every Doritos commercial that gets made, and the growing popularity of @beigecardigan, you might think all you have to do is “make it funny, and they will come.”
Entertaining, captivating and/or provocative messaging helps a brand get noticed, but that alone isn’t enough.
But just 10% overall say “entertaining or humorous content” is one of the top two reasons to follow a brand on social; and just 1% say entertainment is the only reason to follow a brand.
What Young Consumers Really Want
Young people actually take a very utilitarian view of ads and social content. Young consumers want relevant and meaningful information about the brand and its products — what’s out there, what people are doing with the brand/product, and what’s coming next.
Entertaining, captivating and/or provocative messaging helps a brand get noticed, but that alone isn’t enough. They want the latest info on products and events.
Keep in mind it’s incredibly important for a young person to be “in the know;” it contributes to their social status.
It’s incredibly important for a young person to be “in the know;” it contributes to their social status.
The same goes for when young consumers proactively engage with a new brand; two-thirds seek the functional details (what, where, and when) of a brand more often than the content produced by the brand.
“What’s In It For Me?”
In essence, young people will stay engaged with brands (i.e. follow on social, comment, share, etc.) when the content stays fresh and consistently speaks directly to what’s in it for them.
This concept of “what’s in it for me” might not be new, but it has evolved from the discounts and freebies previous generations expected to information and trendsetting, which is what today’s young consumers seek. We can see this reflected in the types of brands young people report following on social.
Fashion and shoe brands (including Nike, Adidas, Under Armour, Hollister, and Victoria’s Secret/Pink) lead the categories of brands young people follow. This may reflect a strong desire to be — or stay — in style, but also may be due to the constant content-refresh many fashion brands engage in as a matter of good business.
Fashion brands tend to provide followers with style tips, alerts on what’s passé, and trends on what’s coming next — important information for an age group preoccupied with their social status and fitting in.
Shoe brands have done an especially stellar job of being relevant by going beyond affiliations with sports celebrities and teams, and associating themselves with a wider range of interests including fitness, dance, and even cultural connections to music.
Tech brands like Apple, Xbox, and Samsung, similarly do a good job at featuring content that speaks to what’s hot, what’s not, and what’s next. They also provide a treasure trove of useful content related to how-to’s, hacks, cheats, and “expert” or “insider” knowledge — thus staying relevant by giving young people a way to lead their peers on new tech adoption.
TL;DR
Creating engaging brand content for young consumers today can be boiled down to three key elements: 1) Inform, 2) Entertain, and 3) Add value.
But what motivates young consumers to really rally around your brand? This is where we get really excited…check out the final section of our report!
Research & Editorial Team
Meredith Ferguson, Managing Director, DoSomething Strategic
Andy Tu, CMO, DEFY Media
Charlotte Horseman, Data and Research Analyst, DoSomething Strategic
Nichole Becker, VP, Research, DEFY Media
Irene Pedruelo, Editor, Director of Research , DoSomething.org
Methodology
Data was collected via an online survey distributed to individuals age 13–25 years old living in the United States. Removed from the analysis were individuals with completion times of less than 5 minutes and those younger than 13 years or older than 25 years.
Results have been weighted to create representations across gender, age, and parents’ education to match those reported by the U.S. Census Bureau. The final sample includes 1,334 observations. With an estimated U.S. population of 59 million 13–25 year olds, this sample size allows for a 2.7% margin of error at a 95% confidence level.
About DoSomething Strategic
DoSomething Strategic is the data-driven social impact consultancy arm of DoSomething.org. We help brands and organizations engage young people for positive social change. We combine proprietary data with a deep understanding of what young people care about to help clients build relationships with this unique demographic and activate them for social good. Our expertise is grounded in moving 6 million DoSomething.org members — ages 13–25 in every area code in the United States and in 131 countries worldwide — to take social action, and we’ve been doing this work successfully day in and day out for over 25.
About DEFY Media
DEFY Media is built on the idea that media should be as meaningful and dynamic as the audiences it’s made for, creating expansive and authentic content brands — Smosh, Screen Junkies, Clevver, AWEME, Break, and Made Man — that young people obsess over. Powered by in-house studios and the most adept talents and producers, DEFY has uniquely scaled its digital sensibility, expanding 75 regularly scheduled programs across more than 25 video platforms, including SVOD, television, and film. In a world where viewers hold the power, DEFY’s brands have earned more than 110 million followers on YouTube and the world’s largest social platforms combined, driving more than 800MM total video views each month through content that matters to young audiences.
