4 Outdated Youth Marketing Habits Holding Your Brand BackIn Trends
It’s no secret that many brands fall into the trap of using the same old youth marketing tricks to engage the youth and keep them interested in their offerings. But times have changed and Afrillennials see right through these tactics which means it’s time to change your 4-step program up. Today, we are looking at 4 outdated youth marketing habits that are holding your brand back and what to replace them with to stay in tune with the youth’s needs.
- Instincts & Stereotypes
‘Brand Me’ is a real thing and the youth are more adamant than ever before to be addressed as individuals. They’re not a homogenous or faceless group that marketers get to overwhelm with content on a daily basis. Your brand can’t rely on instinct and stereotypes about what Afrillennials (African Millennials) might want. Looking for empirical evidence is now more crucial than ever, so set your assumptions aside and ensure that your content fully resonates with the youth.
The Lesson: Marketers need to be very careful about making sweeping statements, using blanket terminology and stereotyping that groups the diversity of students into one large group, because this will backfire. Getting to know all things Brand Me and how your brand fits into this narrative instead, is a great start to creating a brand students can make their own.
- The Digital 9-5
Sorry to break it to you, but if your brand wants to be a big player in digital marketing, there’s no shutting down your laptop at 5pm and thinking that’s it for the day. Digital marketing never sleeps, and you must always be on your A-Game when engaging with the youth. If you’ve got too many digital platforms to manage, make sure you narrow it down to a few you can manage really well and around the clock because Afrillennials are unpredictable , just ask H&M.
The Lesson: Always be on top of what’s happening in on the social media, your owned platforms and news. Always be ready to respond to your young fans – product enquiry or complaint, one ignored digital interaction can easily turn into a trending topic for the day, much to your brand’s dismay.
Ever heard of “CSI Twitter”? That’s a term used to describe Twitter users who stop at nothing to find (usually damaging) information about brands. This investigation is often sparked by contradictions or false information that brands may have on their platforms. Fake testimonials and false information are a bad idea, no matter what the intentions of the brand are, because if exposed, your brand may never be able recover the reputational damage.
The Lesson: Instead of using deception to get your brand to the top, think of ways to get Afrillennials to tell you what they think of your brand. Better yet, engage influencers with review opportunities, or do some research with relevant focus groups. Students don’t need sugar coated brand fluff, keep it real and let them create the buzz for you.
- A “Content Is King” Approach
“Content is King” has become the epitomy of buzz-term vomit, but content is what shows off your brand. So what should you be focusing on when it comes to the youth and how much content could they possibly want? Well it’s not about the quantity, it’s about the quality. One great piece of content can significantly impact students’ perception of your brand whereas too much content becomes more clutter in their world.
The lesson: Innovation Is King! The youth are always looking for that wow factor that takes your content from just being viewable to being sharable. The more innovative your content is, the better the chances of the youth sharing it and the more Afrillennials will be introduced to your brand.
Youth marketing is constantly evolving and for your brand’s efforts to be acknowledged, you’ll need to really move with the times.
Still not sure what to do next to connect youth with your brand? Leave it to the experts at Student Village – contact us on 011 885 3918 or email firstname.lastname@example.org.