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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Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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