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Revisiting Millennial Workplace Myths
They have a rep for being demanding, disloyal, and yes, entitled, in the workplace. But some myths about Millennials on the job aren't standing...
September 15th, 2014
The Most Epic Yearbook Photo: The Friday Don’t Miss List
The new photobooth, apps that pop, and the yearbook photo to end all yearbook photos. We’re closing out the week with the insights...
September 12th, 2014
The Future of Life on Demand
The on-demand and sharing economies are upon us, and being embraced by young consumers, but what's next? The future of life on demand...
September 11th, 2014
GIF-Powered Marketing: The Rise of Branded GIF Content
GIFs have been adopted by Millennials online as a near-second language, and now savvy brands are using GIFs to create marketing content that captures young...
September 10th, 2014
Supermarket Sweep: The Race to Get Millenials Down the (Grocery) Aisle
Grocery stores are getting innovative, and testing new waters to attract a generation of disruptive shoppers. Grocery shopping: It might not be glamorous, but it...
September 9th, 2014
Where Is Everyone: The Future of Location Sharing Apps
Some apps are banking on location sharing being the future of social networking. Is there a formula that will finally appeal to young consumers? Today...
September 8th, 2014
Are You On Vine Yet: The Friday Don’t Miss List
But seriously, are you on Vine yet? We recap why Vine marketing, mobile shopping, Twitter hashtags, and Millennial incomes should all be on your radar...
September 5th, 2014
Things You Should Know: Hashtags Decoded
While many brands might still be hashtag clueless, others are starting to use more well-known organic hashtag trends to create clever campaigns. A recent...
September 4th, 2014
The New Wave of Apps Rethinking the Mobile Shopping Experience
Young consumers are increasingly making shopping mobile, and new apps are tapping into social networking platforms and tactics to make the mobile retail experience even...
September 3rd, 2014
Spotlight On: Vine Marketing
We have seen marketing make its rounds on social media, and now Vine has become a vital source of engagement for creatively inspired brands.
Vine is a unique network: its community is (so far) smaller than those on other platforms, but users are extremely engaged and our tracked social media trends show impressive and stead growth since the launch. In August 2013, only 14% of Millennials were using Vine and 19% of 13-17-year-olds were on the app. Jump one year later to June 2014 and we see 22% of Millennials ages 13-32 using it. The app is even more successful with teens: a whopping 40% of 13-17-year-olds tell us they use it. Meanwhile, though we often see females outpacing males in activity on image-heavy networks like Facebook, Instagram, and Pinterest, but an our tracked trends show that males are more inclined to engage with video content, using YouTube more than females and surging past them in Vine use between March and June of this year. All of which makes Vine extremely attractive to brands, who are figuring out ways to integrate themselves into the app to capture the young, engaged, majority male users who are often hard to reach.
What makes a product marketing video stand out to users on Vine is its ability to fit seamlessly into their feeds, and be viewed as another piece of funny or inventive content that just so happens to have come from a brand. Guys also make up the majority of Vine stars, and this group is actively participating in branded partnerships. Their skill at coming up with catchy song hooks, playing up teenage stereotypes for laughs, creating “Vine magic” effects, and their general goofiness is what appeals to viewers and changes the marketing game, turning products into props instead of the centerpiece of the message.
This means timing is everything. Posting something that is out of tune with online conversation couldn’t be more obvious for active users. While constant output of creative material is what users expect from top talent, brands are held to a less rigorous schedule, allowing them to gear up for major holidays and seasons with bigger impact and higher quality campaigns. Ford teamed up with Rudy Mancuso, Nicholas Megalis, Jerome Jarre, and Ry Doon in the first quarter of the year, using social media in “unorthodox, irreverent ways to put vehicles like the Focus, Fiesta, and Escape on the radar of Millennials” before graduation and car buying season set in. Their efforts have paid off: Ford is now the number one auto brand with Millennials, seeing the largest ever increase in “first consideration” ranking. Though much of their success is owed to new product offerings, the brand wasn’t afraid to take the leap with Vine in order to connect with a new generation of car buyers by creating videos that were more about humor than mileage and specs.
This back-to-school season we see new companies emerging as key content collaborators on Vine, and technology and clothing brands—the two top spending categories for students—are integrating themselves into young users’ feeds. Here are some of the creative campaigns that are standing out on a network full of passionate young Viners.
HP is pulling out all of the tricks for back-to-school, enlisting the help of Vine’s top mobile magic talent to demonstrate the amazing bend and fold capabilities of their next generation laptop and tablet duo. The brand has been consistently posting its #BendTheRules x360 videos over the last month and Vines in collaboration with talent like Zach King, who turns his x360 into an aquarium, and Brodie Smith, who uses it as a Frisbee ramp, keep seeing views past two million loops.
Virgin Mobile #Catsie Awards
Cell service provider Virgin Mobile is known for campaigns that often don’t make sense but are amusing nonetheless, and has built its social network on Vine to over 103.5K followers. This past June the company ran a contest called the #Catsie Awards, asking users to submit cat selfies to win $100 and earn their pet the honor of Virgin Mobile #Catsie Spokescat. In addition to a Tumblr page filled with photos and silly cat speak, the brand tapped Viners Nicholas Megalis, dancer and animal lover Amymarie Gaertner, and others to show off their best #Catsie moments, each hilarious, cute, and devoid of Virgin Mobile product placement.
With a new brand culture and mindset comes new brand marketing, and AERO is looking straight to online celebrities to connect with young consumers. The brand has already supported YouTube star Bethany Mota in designing her own line of products, and is now looking to top Vine talent to showcase their new mantra—“live in the now.” Nash Grier, Carter Reynolds, and Cameron Dallas have each submitted clips from behind the scenes at Vine concerts and meet-ups using the brand's tag, giving fans a peek at the lives that micro-celebrities are leading.
The first Vine from Hanes was posted in December 2013 as a spotlight on their charit
Millennial News Feed
Quote of the Day: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL
‘90s kids (older Millennials) remember many products from the decade that have now sadly passed out of their lives. But some of their undying nostalgia is being rewarded: Coca Cola has brought back their lemon lime flavored soda Surge thanks in part to a Facebook group called “The Surge Movement.” The soda is being sold exclusively through Amazon, and the first batch sold out in about an hour. (The Verge)
GIFs are invading marketing, and the medium is now seeping into mobile communication. Popkey is essentially a GIF keyboard for the new Apple operating system. The app allows users to search for appropriate reaction GIFs without leaving their chats, save frequently used GIFs, or select from popular featured files. The tool could appeal to young consumers who are more interested in communicating via images than text. (TechCrunch)
Millennials’ reputation for not caring about cars might not be the whole story, and we’ve heard that having a car actually is important to them—if brands can create cars they want. Toyota is imagining what that car would look like with their concept the U^2, a “city car” for Millennials, or in their words, the “entrepreneurial, urban driver.” The imagined car is customizable, with a removable front seat, an iPad central console, and a tailgate that can turn into a ramp. Though Toyota isn’t likely to produce the U^2, it is possible that some of its features will be integrated into upcoming models. (Wired)
Despite the fact that the platform is technically ad-free, brands have infiltrated Vine, and its “Vine famous” stars now regularly team with companies for creative advertising. The young social media savvy players—each with millions of followers—are also becoming involved in more traditional media: Brittany Furlan has landed a sketch comedy show deal, Nash Grier is working on a film career, and Shawn Mendes’ record topped the iTunes charts. (Adweek)
Financial services are not appealing to Millennials, and the disconnect between the industry and the generation isn’t likely to be solved by reaching out to these young consumers on the platforms they frequent. A recent global study found that less than 1% of Millennials want financial service providers to contact them through social media, and 59% believe they haven’t seen financial products that are targeted at “people like them.” (CNN)
Looking for a quick Millennial stat to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated Millennial news items, 2 billion peer-generated opinions from our mobile, social Q&A network, and thousands of statistics on Millennials drawn from our bi-weekly national survey of the generation. Your search can begin and end with us. (Ypulse)