ABC Family Stars Discuss Reaching Millennial Viewers And The Evolving Relationship With Fans

Ask most female Millennials about their favorite TV channels and ABC Family will likely top their list. According to Ypulse research, it’s the most popular network among Gen Y. Fully 63% of high school girls say they tune into the network regularly, as do 47% of college age females. These stats should come as no surprise considering that the channel has captivating yet relatable programming, and it consistently attracts teens as well as twentysomethings. ABC Family also understands the evolving needs of fans and not only how to reach young viewers, but also how to interact with them.

We attended the network’s 25 Days of Christmas Winter Wonderland event this past weekend where its success in marketing to Millennials became especially clear. We chatted with the channels’ stars about how their respective shows reach Gen Y and how their personal relationships with fans via social media is changing the traditional nature of television viewing.

Social media supports fandom, providing viewers with an extension of a show and its stars.

ABC FamilyABC Family’s hit show “Pretty Little Liars” is groundbreaking in terms of its social media success, with the finale for its latest season generating the most social buzz in the history of TV. Gen Y is dominating the social space, and Twitter and Facebook are a key part of how they consume content. They’re engrossed in social media to find out more about their favorite shows, stay updated on its stars, and feel part of a community of fans who rally around a show, even during the off-season. Social media is supporting the ever-evolving fandom among young viewers and ABC Family taps into this trend.

Several of the networks’ stars weighed in on the importance of social media and how it’s impacting their relationship with fans. Alexandra Chando of “The Lying…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “When I hear the phrase ‘The American Dream' I think…A loaded term that is meaningless these days. At this point, I'd be happy if I can manage to live a mostly comfortable, independent life. Is that The American Dream? I don't know.” –Male, 25, PA

When it comes to kids using tablets and smartphones, most of the attention is given to the dangers of it all: what will it do to their attention spans, their minds, or their health? But there are potential positives to their mobile use as well. One (Millennial) mom’s reasons for continuing to give her kids handheld devices include the importance of encouraging their technology and problem solving skills, expectations that they will know how to use them in school, and a hope that her girls will be involved in tech in their futures. (Hip Mombrarian)

This might be the year that vending machines became a full blown marketing trend, and Nike has put their own athletic spin on the tactic. Their recent “secret” vending machine in NYC, the Nike+ FuelBox, dispensed products like hats, shirts, and socks that visitors could only pay for with daily points from their Nike+ FuelBands, encouraging exercise in exchange for goods. (Engadget)

We’ve seen FoMo, the rise and fall of YOLO, and now social media has given us MoMo, the “Mystery of Missing Out.” Unlike FoMo, Fear of Missing Out when you see your friends posting a ton of fun pictures on social media, MoMo is the anxiety that results when friends stop posting. In the words of one Millennial, “’what can be so good that they aren't posting?’” It might seem silly to some, but for a generation used to being connected with friends nearly all the time, the feeling of exclusion that results from being left out and unaware of what’s happening is real. (Jezebel)

The value of higher education is already being questioned by Millennials, and evidence is continuing to mount that college systems and hierarchies need to be rethought. One former Yale professor is making headlines by telling parents not to send their kids to Ivy League schools, and that those who attend are not the “winners in the race we have made of childhood” but that instead elite education produces “anxious, timid, and lost” young people. (New Republic)

Oh, Barbie. She's had a rough year, and Mattel recently released an Entrepreneur Barbie in an attempt to tap into girl power marketing, and revive flagging sales. But is the reality that Barbie is just too perfect for today’s kids? The brand’s offbeat, weirdo Monster High dolls do far better than pristine, “clean cut” blond icon. Tapping into new trends in toy tech and giving Barbie a renewed sense of “imaginative play” might help, but at the same time post-Millennials, like the generation before them, could be turned off by anything that doesn’t show some flaws. (The StarPhoenix)

Quote of the Day: “When I hear the phrase ‘The American Dream’ I think of 1950s cliches, the economic downturn of 2008, and how college debt has pretty much made it impossible.” –Female, 17, RI

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies