#VIDCON – LiveBlogging: “How to Appeal to Millenials”

Seminar:  ”How to Appeal to Millenials”

11:00 AM

Various Speakers

Young people are very diverse – only 20% who go to college go to four year degrees.   It’s challenging to market to Millenials.  They are very, very attuned to brands. The key is the quality of the Ads.  Young people really like Brands.

ENGAGING WITH ADS

How do youths engage with an Ad?  You have to Catch Their Eye.  More and more, there are milliseconds to catching a viewers eye – and therefore their interest.

Part 1 – Catch the Eye

Visually appealing

Engaging

Part 2 – Discounts and Freebies

By following you, I expect to get some favorable treatment.

BRANDS NEED TO TAKE A STAND

Young people want to support Brands beyond profit.  They want brands to take a position on issues on controversial issues.  69% expect brands to stand up for something even if it’s controversial.  They want to include beliefs and values in their ads.

Tom’s is a prime example with their ”Buy a Pair, Give a Pair.”  Others include Aerie, Mattel, etc.,

They gain loyalty and sales by taking a stand on specific issues.

THE DREADED UNFOLLOW

Brand behavior matters to young people.  Check out the reasons.   Young people unfollowed Pepsi when it was paired with the Kardashians.  Unfollow means ’stop using that brand’ so it’s not just losing followers – but losing consumers.

INFLUENCERS

In this section, they introduced themselves with a video. Which happened to be the first video ever put on MTV.  And Adrian was the ONLY one in the room who recognized.

Influencers have become the most trusted source – more than the physical network of family and friends.  Young People influencers have pointed them in the direction of making a purchase.  And for the first time, Influencers have surpassed friends and family in 2017.

Video is becoming a key choice for shoppers.  79% will spend more on a product after watching a video.

SOCIAL INFLUENCERS

Average age now is 33.  About 80% are married.  They have children.  Top videos on YouTube are ”How To” and Product videos.

Instagram is key for influencers on product deals and Promotional information.

ALLY SHIP IN ADVERTISING

Advertising has a long history.  Egyptian papyrus, town criers and even Chinese advertising on metal plates.

By the year 2045, 51% of all Americans will be multicultural consumers.  If you want to get ahead in advertising, you want to get ahead of demographics.