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: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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