Youth Marketers: 5 Love-Hate Ad LearningsIn Trends
Every free social media platform has jumped at the opportunity to monetise with annoying brand advertisements, while youth are set on the endless hunt for advertising free platforms to connect with their peers- disturbance free. While you can find tons of ‘ad-vice’ for punting your brand correctly via these platforms, we know how much advertisements annoy students. Instead of perpetuating the cycle, here are our 5 tips from students love-hate relationship with brands and advertising.
- 1. Know Your Audience
Programmatic ad targeting has allowed brands to pinpoint exactly who they are talking to and better connect with their desired audience. Social platforms like Instagram, Twitter, Whatsapp and even the likes of Tinder, have been targeting tailored ads at students who happen to also be the largest spending consumer demographic in South Africa. Most recently Snapchat added swipable ads, with their core audience being mostly 18 – 24 year olds, which could look like a golden brand opportunity but do students even notice your brand when it’s the last thing they’re there for?
Winning formula: With quicker connection to the right students through programmatic, brands can find the early brand adopters much quicker, setting off a chain reaction of peer-to-peer influence. Place this in a face to face setting and you have a much better chance of this actually working.
- 2. Short And Sweet
With the rise of compacted advertising like the varied lengths of YouTube adverts, or the one post ad inserts between Instagram status updates, we can tell brands have learned that students don’t have time to stop and stare. It’s all about “Brand ME” and they have little care for what your brand is offering unless it could improve their mission of living on purpose.
Winning formula: Visual stimulation, calls to action and an opportunity to stay winning could get an Afrillennial (African Millennial) interested in your brand. Great content and offerings are a must, but ultimately, Afrillennials love it when you get to the point. What’s in it for them and why should they care? When you know the answer, consider that it might be easier to convey this in person- they can’t swipe left!
- 3. Keep It Real
Disconnected content can alienate students from wanting to be part of a brand’s cause, even if it’s great brand. Afrillennials don’t relate to impersonal and broadly targeted content as well as they do to locally relevant messages. They’re supporting South African heritage and choosing to relate to personalities in their midst, supporting those who plan to improve their world and that are showing them how to be better with context to their current situation.
Winning formula: Simple approaches like using local imagery and avoiding generic stock images can go a long way in grabbing a student’s attention. The same goes for influence in person. Students love discussing how brands can benefit them when the conversation is real and with a person they can relate to – hence the rise of influencers! Who’s telling your brand story?
- 4. Give Them A Voice
When #BeSomebody, a photo exhibition of 25 young South Africans had thousands of South African youth responding with their own personal stories of being somebody, it was once again proven that students no longer aspire to be their idols but draw inspiration from them. Hearing stories from strangers about how a brand has worked for them, doesn’t evoke emotional connection, until the viewer has the opportunity to share theirs.
Winning formula: Relatable content is a brand’s social currency when it comes to getting students to participate. They actually want to respond to your brand with their personal stories and know they’ve been heard. Let them participate in your brand message and watch it go so much further!
- 5. Stick Around
Here today and still there tomorrow. If you don’t buy the products today, brands are able to make sure they find their way back to students’ phones thanks to the targeting capabilities of adverts. Even though it may feel a bit creepy to visit two completely different platforms online and be shown the same item from two weeks ago, an Afrillennial will feel like they’re pretty important to a brand, if they notice a more consistent presence.
Winning formula: Don’t be that one hit wonder brand looking to pull a fast one. If you want to have longevity in students’ minds, stroke their ego, show them that you care and why your brand is lucky to have them. Advertising teaches us what to do but there are other incredible media platforms on campus that will give you engage-worthy platforms to create a more tangible presence in students’ world.
Take A Brand Stand
Youth marketing doesn’t need to be limited to programmatic marketing or result in unwarranted social media invasions. Even though we are living in a digital world, students are very much attracted to experiencing brands and their products at face value – after all it’s used to enhance their real life! If you need a youth expert to help you crack the code on youth targeting, get in touch with Student Village on 011 885 3918 or email firstname.lastname@example.org.