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: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

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