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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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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