Millennials’ & Gen Z’s 10 Favorite Brands To Follow On Social Media

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

With social media topping the charts as the best way for brands to reach young consumers, we asked Millennials and Gen Z to tell us who they follow...

A strong social media strategy can make or break a brand today. Instagrammable social media posts are currency in the world of young consumers, who are swayed to engage by the most like-worthy shots. Where they go, what they buy, even what they eat and drink can be directly influenced by their longing to up their ‘gram game (ahem, over-the-top Black Tap milkshakes). On top of that, influencer marketing is no longer a fledgling experiment; it’s the way young consumers are finding their next favorite products and brands. Over half of 13-35-year-olds say that they like it when brands create things designed to be shared on social media, and almost half say they’re more likely to consider buying a product their favorite online celebrity recommends.

But it’s more than the power of persuasion that’s driving the success of brands’ social media efforts. Young consumers today are in search of brands they can relate to and stand by, and the right Instagram campaign or partnership can show Millennials and Gen Z what a brand stands for. This method has brought younger brands to credit social media for their success. Just think back to the rise of La Croix, Outdoor Voices, and The Ordinary–to name a few–all of whom capitalized on Millennials’ and Gen Z’s proclivity for minimalist aesthetics and relatable narratives. Plus, social media is simply how 13-35-year-olds communicate these days. In fact, 81% of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them, and a Bustle questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications. To help us…

 
 

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The Newsfeed

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)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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