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…

 
 

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Millennial News Feed

Quote of the Day: “Music plays a very important part in my life, especially since Beyoncé is my favorite artist. Her music helps me get through things.” –Male, 14, IL 

Millennials’ wanderlust is no secret, and Ypulse’s May monthly survey found that 72% of 13-32-year-olds are interested in travel. How they travel may be different from previous generations though. A study by Marriott Rewards Credit Card found that 84% of 18-34-year-olds would travel to participate in volunteer activities, compared to 68% of Xers and 51% of Boomers. Younger travelers are also more likely to seek out adventurous activities, and cultural hot spots. (Business Wire)

Short-form video has become more important than ever, and “YouTube alone” may not be enough to capture Millennial and teens’ attention. Short content like six-second Vine videos appeal to young consumers who are overwhelmed with content options, and want to easily share what they see. Brands that create “succinct, punchy, and memorable” clips can stand out—4% of the top 100 tracked Vine videos is already branded content. (Marketing Magazine)

Taco Bell and Pizza Hut are going “natural” to appeal to health-conscious young consumers. The chains have announced that they’ll be eliminating artificial colors and chemical ingredients from menus in the coming months, including dyes and high fructose corn syrup. The move continues the trend of big food brands incorporating fresher and less processed ingredients, and attempting to appeal to Millennials’ dining preferences. (Mashable)

It’s graduation season, which means that thousands of diploma-toting Millennials will be coming face to face with their student loan debt. Earnest is a startup that wants to help them deal with it, and navigate a system that “isn’t built right.” The site helps members to refinance and manage all of their loans to reduce their payments and create a payment schedule in just a few clicks. (Fast Company)

Minecraft has become wildly popular with young consumers, so it only makes sense that other brands would want a piece of their virtual building action. Lego may be building a Minecraft rival, called “Lego Worlds” where players can create and explore a digital universe made, we would assume, with Legos. Speculation is that more information about the project, which has only been spotted on current Lego instructions, could come out at next month’s E3 conference. (The Next Web)

Are Millennials and teens watching more streaming than cable? Our tracked data trends have all the stats on that, thanks to our monthly survey of 1000 13-32-year-olds nationwide. Our Silver and Gold subscribers get access to regularly updated charts following their media consumption. We do the heavy data lifting for you, and we’re constantly adding new data to our trends. (Ypulse)

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