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

“I believe in a higher being, whether it takes the form of a god or it's more abstract like the universe.”—Female, 21, FL

An avocado-inspired chocolate is selling out fast, and Millennials’ obsession with avo is getting the credit—lest we forget the lattes and the proposals of the past. Waitrose’s gimmicky treat has a dark chocolate shell, a dyed green white chocolate interior and small chocolate “stone” sprinkled with cocoa for the center. The play on a traditional Easter egg chocolate is Waitrose’s best-selling product in its 114-year-history, selling out repeatedly since its recent launch. (The Independent)

Vacation companies that confiscate travelers’ smartphones are selling out their trips. The Wanderlust Generation isn’t just looking to travel, they’re looking to unplug—in spite of their penchant for picture-worthy excursions. All of Off the Grid’s phoneless itineraries sold out and more are being added for 2018. Yoga retreats and hotels are offering device-free options as well, with one hotel offering iPhone cases to anyone who makes it 24 hours with just a “dumb phone” replacement. (NYP)

Kids can’t get enough of Roblox, and the platform just went “cash-flow positive.” ComScore found that children under-13-years-old spend more time on Roblox than on YouTube, Netflix, or any other similar platform. For teens, the game came in second, behind YouTube. The gaming sensation lets kids create and interact in digital worlds, build their online friendships, and make money—if they’re a “top creator.” (TechCrunch)

Unboxing is getting an augmented spin for Nike’s next sneaker drop. The Millennial and Gen Z-favorite brand has created a link that leads to “a virtual box” containing the new shoes. Users can access the box via any platform and then open the box and use their cursor or finger to check out the Deerupt shoes from “all angles.” Nike also recently let sneaker heads virtually run across the world in their Nike React shoes via in-store treadmills. (GlossyMobile Marketer)

YouTube Red is headed to the box office for the first time with their original movie, Vulture Club, starring Susan Sarandon. In the past, they’ve premiered content on their premium service and in limited releases, but rumor has it this will be their first big bet on a full theatrical release. Everyone from Amazon to Hulu is upping their original content to compete in the streaming wars, and though YouTube has all eyes on their free platform—their paid service is lagging behind the competition. (IndieWireThe Verge)

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

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