Teenagers don’t see social media through the same looking glass as adults do and yet they make up a huge part of the users. If you product or service targets teenagers you might want to know how they view social media so you can make the right social media marketing choices.
If you thought teens loved Facebook, you’d be wrong. Most would agree that it was something they enjoyed in middle grade school, but now they really aren’t fond of it. Now that doesn’t mean they don’t use it, because in one teens words it would be just as weird not to use it as it is to use it. After all, everyone is on Facebook. Teens use Facebook more for functionality like groups. They can quickly check their groups and be gone. They also tend to use Facebook Messenger and as a starting point to connect with friends and then they jump off to other apps like Instagram.
When it comes to teens Instagram is one of the most used social media apps. On Instagram teens don’t have the same kind of pressure to follow someone that’s following them. They also don’t have to worry about liking something or commenting only to have it show up in another person’s newsfeed. Teens feel the content on Instagram is higher quality and the photos are far better. In addition, adults have not flocked to Instagram and taken it over, which is essentially what happened on Facebook, so teens see it more as their own hip app.
It’s pretty common for teens to tell you they don’t understand the point of using Twitter. Of course, there’s a group at every school who are Twitter die-hards tweeting and retweeting constantly. There are three main types of Twitter users: The ones who tweet with the assumption that a employer prospect will eventually read what they are saying, the ones who use it to express themselves and complain, and the ones who look at others tweets but only post occasionally. It just doesn’t do much for teens.
This is by far one of the fastest growing apps that teens are using. Snapchat is where teens feel they can be themselves. It’s an intimate network who don’t care that their friends see the real them. You don’t worry about comments or likes. The focus is creating the story of your day. After the photo is opened photos on Snapchat are automatically deleted and that’s why teens love it.
Yik Yak is newer, and seems pretty popular with the college crowd. It focuses on the content of your posts—there are no profiles, followers, etc. and users say it’s addicting. Whatever is funny or relevant is at the top and the rest is below. While it is not yet as popular as other networks, Yik Yak is certainly a contender and users are going to grow.
Teens want different things from social media than adults do, so if you are marketing to teens you need to keep this in mind.
There’s a tremendous amount of marketing campaigns taking place. Everyone is busily putting together their campaign, but many are without even a little understanding of what they need to be accomplished. So let’s look at how you can have an awesome marketing campaign and really enjoy the benefits.
#1 Be Genuine
Did you know that you can turn your landing page for your campaign into a social hub? If you want to see an excellent example of this have a look at what Travelocity did with their Gnome marketing campaign. They were ‘real’ and ‘genuine’ with their followers. Their goal was to create a space where consumers were inspired to participate and that’s just what they created. Their landing page has over 32 million impressions and more than 95 percent of their visitors scrolled down to the comment section. This is how you need to be thinking.
#2 Traditional Media Partnerships
If you really want to get the most out of your marketing campaign and your hashtags, partner with traditional media like television to create a strong awareness and brand recognitions. Another successful example for Travelocity is their partnership with the “Amazing Race” that turned their name into a household word. It makes for an excellent jump off point.
#3 Be Strategic When You Pay for Promotion
Not all promotions are going to come to you free. Some of your marketing campaign(s) are going to involve you paying for them. How much will usually depend on how many people it’s going to reach. For example a marketing campaign that reaches 50 million people is going to cost a lot more than a campaign that reaches 5000 people. Don’t just spend your money. Make sure that you are being strategic when you pay for promotions.
#4 Seek Out a Creative Real Time Marketing Opportunity
You need to keep your marketing campaign fresh and interesting. The best way to do this is to be creative and find a real time marketing opportunity that connects with current trends and interests.
The success of any marketing campaign is measured by the results you achieve. You need to measure your metrics, including your social metrics and brand metrics to tell how effective your marketing campaign is. Then tweak or change accordingly.
Social media is a powerful tool that smart entrepreneurs learn to take advantage of and use to their fullest ability. There are many different ways that you can ensure that you are getting the most out of your social media and getting the best return on your investment.
Focus on Important Days Throughout the Year
The important days that occur throughout the year give you content topics you can write on and if you have an editorial calendar they make an excellent addition. Figure out how you can connect your brand to those important days.
Use Dark Posts to Hide Facebook Ads
We are constantly being told that we need to make sure we have a social media presence so the use of dark Facebook post sounds contradictory. However, some top brands have enjoyed great success when they publish posts that do not reach the newsfeed of their fans until after it is converted into an ad. This method works great to test two different ads.
Become Involved in Public Conversations That are Relevant
It can be hard for your brand to take a stand on some issues without the concern of alienating your customers. If you are an online company, this can be less of a concern. Take the time to reply to public conversations that are relevant to your brand or company and that you feel comfortable posting to.
Short and Sweet Facebook Updates
Did you know that the perfect length for an update on Facebook is actually 40 characters or less. Experiment and learn how to get straight to the point and keep your messages short and sweet.
New Product Launch
If you have a new product, you should consider your social media as your best audience and market to them immediately. Share on Facebook, Twitter, Google+ and other relevant social media channels. Social media is an excellent way to launch new products.
Focus on Minimizing Any Negative Feedback
When you post on your social media channels, you can get both positive and negative feedback. Negative feedback should be responded to as quickly as possible. The faster you can minimize negative buzz the better, whether it’s about your company or your brand. If you receive a complaint gather as much information as possible about the complaint, make your customer feel like you care and that they are being heard, and then get to work to fix the problem or if not fixable explain why and address the customer in detail.