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: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “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.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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