3 Brand Tactics Winning Afrillennial Hearts On Youth RadioIn Trends
Radio is still one of the most revered channels for sharing information with the youth in South Africa and Afrillennials are constantly engaging with it in new ways. Digital platforms are gaining momentum and are playing an important part in radio’s future survival, development and enhanced experience. Marketers only have to ask one question: How can brands use radio to really engage with Afrillennials of the future? These are the findings of our annual Youth Radio Summit 2017.
- 1.Alternate Platforms Of Engagement
Radio jocks-particularly on campus radio have been struggling with engagement due to resource challenges and ease of access for students who always have data struggles (#DataMustFall). Usually getting listeners to phone in is a huge challenge. Fortunately, tech interventions like WhatsApp and the ease of voice notes, have made it easier for listeners to leave a message and be heard. This has also opened the doors to running competitions on the platform, of course with social media as a support structure for radio conversations.
The Youth Marketing Tip: Apart from social media, marketers can now also use Whatsapp as an alternative means of getting the right content to students when using radio to advertise to Afrillennials.
“Stations should consider running competitions on other platforms like Whatsapp, especially if they struggle with engagement. Those are solid numbers you can use to attract advertisers,” says 5FM’s Nonala Tose.
- 2.Experiences Stay Winning:
The Student Spend report this year had two themes which stood out far above all findings:
- -Afrillennials are all about ‘Brand Me’
- -The youth value experiences
According to the Student Spend Report of 2017’s findings, Afrillennials love brands who fit into the already existing narrative they strive to follow. Unless a brand is going to offer a tick off their bucket list, Afrillennials’ highly decisive nature and need to emancipate themselves can be detrimental to a campaign’s influence and students’ resultant willingness to buy – or the lack thereof .
With the STA Travel case study, using radio, influencers and digital, in a creative combination to create and share the ultimate tour of SA, students got way more than what they bargained for.
The Youth Marketing Tip: Taking note of “Brand Me” and tailoring experiences to fit into Afrillennials world will not only lead to Afrillennials with direct contact loving your brand, but their peers as well!
“This campaign was all about Afrillennials and sharing their love for new experiences. This in turn created great content; not only for the Afrillennials involved to brag on social media but also for STA Travel to use long after the end of the campaign,” emphasized Jono Dicks
- 3.Stay True To Your Brand:
Looking at brands like Nando’s, BMW and Netflorist- one can’t help but applaud their style of engagement, whether on their radio adverts or online but appreciation is not ground for imitation. Simply put: what works for one brand may not necessarily work for another. This is according to Ryan Bacher, the Managing Director of Netflorist.
“In retail, a brand is everything. Being edgy can either make or break your brand. Not everyone can pull it off,” he warns.
The Youth Marketing Tip: You’d be relieved to know your brand does not have to jump into every trending topic or hashtag to stay relevant as the youth sees this as highly inauthentic and feel that your brand is trying too hard. Discover what is unique about your brand and use that to sell it rather than being edgy for the sake of being edgy.
Is There A Future For Radio?
The simple answer is yes. The media landscape is changing at a rapid pace and marketers need to constantly think of new ways to attract Afrillennial’s attention. Having survived TV, social media, digital evolution and more, radio has proven it’s staying power but the summit gave a clear indication that it needs to be used in ways that enhance the listener’s experience. Radio is still a marketer’s dream medium for engagement but only if used creatively.
If you’re headed for just another 30 second ad-filled radio campaign, we recommend you check out the insights and contact the experts for to help you tune into the youth market on 011 885 3918 or email firstname.lastname@example.org.