How Bookstagrammers Are Working With Brands To Reach Young Consumers

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

Bookstagrammers are inspiring their followers, and the publishing industry is teaming up with these niche influencers to win over young readers...

Remember when everyone was predicting that print would die out? That turned out to be nothing but a scary bedtime story. The NPD Group recently reported that sales of print books rose 2% for the first half of 2018, adding on to the 1.9% growth they reported last year (which was a 10.8% surge from 2013). Meanwhile, ebook sales are slumping. They dropped 4.8% for the first six months of this year, according to the American Publishers Association, putting them well on their way to dropping the same 10% in sales they did last year. Audiobooks, however, have seen a steady incline of listeners: The Pew Research Center found that the number of 18-29-year-olds who listen to audiobooks has risen from 16% in 2016 to 23% in 2017. But listening to books is still a niche activity when compared to print. Ypulse data shows that 56% of 13-35-year-olds enjoy reading books, 38% read books in their free time for pleasure, and 23% of 13-36-year-olds spend money on books in a normal month. Just take it from one 26-year-old female: “Books inspire [an] experience that can't be replicated by anything digital.”

But despite reading being one of Millennials’ and Gen Z’s biggest offline hobbies, traditional bookstores are struggling to find ways to market to young demos, as indie retailers and Amazon take more market share. Barnes & Noble’s woes are weighing heavily on the industry. The bookstore’s plan for bouncing back with new, revamped locations with surprisingly expensive in-store restaurants reportedly aren’t working. One chairman called the bottom lines of the experiential marketing move “awful.”

How Bookstagrammers Are Working With Brands To Reach Young Consumers_Main_Millennial ResearchWhat the book industry should be doing is looking to Instagram,…

 
 

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Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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