4 Peer Polling Platforms Brands Should Know

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers are going crazy for peer polls, and there’s plenty of room for brands to hop on the trend...

Right after we declared peer polling a trend to watch late last year, we saw it explode in popularity across social media. Sarcastic and anonymous polls are not a new concept, of course, (let’s not forget Whisper and Sarahah), but in the age of relationship-building through social media, the popularity of the poll is only continuing to grow among Millennials and Gen Z–and there’s plenty of opportunity for brands to utilize the medium, too. Brands can not only engage with customers but also “[ask] for feedback about products, creat[e] engagement around topics that are in the media, and [conduct] market research,” the executive of an influencer platform told Glossy. In fact, influencers have already jumped on the trend, but say brands have been slow to ask them to use it for promotions. Influencer network Blog Lovin’ found that 66% of their followers (many of which are influencers) had already used polling, while 87% plan to in the future.

Though still in its early stages, brands are engaging with polling in a number of ways, including posting one at the end of a video in hopes of getting viewer feedback on the footage or to inform them of future videos. When sarcastic polls started trending, Denny’s tried to win Twitter again with a poll of its own, alongside Totino’s and Penguin Books, who all hopped on the trend with their own tweets—receiving both positive engagement and some digital side-eye. MoonPie summed up the sentiment with their poll, which read (when certain answers were selected): “I’m a: brand. Seeking: retweets and attention.” At the time, MoonPie only had 14,000 followers, but earned 32,000 retweets, 144,000 likes, and over 570 comments on the single tweet. Now…

 
 

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The Newsfeed

Quote of the Day: “My biggest mistake was that in my financial beginnings I did not seek help from an advisor and I did very badly with my investments, but later I was able to recover.”—Male, 33, NY

The Museum of Ice Cream and Sephora are coming together for a sweet collab. Popsicle-shaped lip glosses, sprinkle-filled brushes, and more Instagrammable products are available for a limited time. Collaborations seem to be the MOIC’s latest move to rake in revenue (they also teamed up with Target), and this one makes sense: young consumers are indulging their “treat yo self” moments with makeup, and similar products like Too Faced’s peach and chocolate-themed collections are flying off shelves. (Cosmopolitan)

Sony is debuting their own ode to retro gaming: the PlayStation Classic. Millennial geeks everywhere, rejoice. The tiny console (with mini controllers to match) will include 20 fan favorite games like Final Fantasy VII and Tekken 3. The question isn’t why Sony is doing this, it’s why more companies aren’t doing this after seeing Nintendo’s runaway success with the SNES and NES Classic. Consoles will come to shelves in early December, right in time for the holidays. (TechCrunch)

The next Netflix movie could premiere on IMAX. And It’s not just Netflix: IMAX’s CEO said “all of the streaming” giants are “in active discussions” to bring their movies to the big screen. Streaming services have shaken up Hollywood by premiering big-budget movies with A-list actors on small screens, betting that young viewers prefer their couches to theaters. But while staying in is the new going out for many Millennials, their love of experiences is also bringing back the box office. (THRThe Verge)

Some wealthy Millennials are becoming social justice warriors to make an impact with their extra resources. Members of Resource Generation give 16 times more than they did before joining up, and together they’ve raised $120,000 for an affordable housing organization, donated $135,000 to the Social Justice Fund Northwest, and much more. In our Topline on the topic, 88% of 13-35-year-olds said they think they can make a difference by getting involved. (Business Insider)

Chinese Millennials and Gen Z are turning their attention from livestreaming to short video clips. Douyin, a short video app known as TikTok in the U.S., has over 500 million monthly active users globally. It was even the world’s most-downloaded app for the first half of 2018, according to Sensor Tower, and its rival Kuaishou is racking up users too. Meanwhile, users and stock are dropping for livestreaming platforms—with the exception of esports. (CNBC)

Quote of the Day: “I once spent $30,000 in one year solely on fun things (entertainment, traveling, dining out, etc.).”—Female, 21, PA

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