Millennials & Teens Sound Off: Their 15 Favorite Brands on Social Media

Who’s winning the social media race for young consumers’ likes? We asked 1000 13-33-year-olds to tell us their favorite brand on social to find out…

In just a few years, social media marketing has gone from the work of an intern to the main focus of any brand that wants to appeal to Millennials and teens—and it’s a space that is constantly shifting. Social efforts are also shifting how young consumers feel about brands. A recent study found that 62% say they are more likely to be a loyal consumer if brands engage with them on social networks, and 33% of Millennials will check out a company’s blog before purchasing from them. In January, a report found that teen-targeted retail brands are shifting their social media strategies away from Facebook and onto Instagram, due to the ability to curate user content, the shoppable feeds feature, and positive correlation between frequent posting and high engagement. It’s a constant race to find the platforms and tactics to appeal to young consumers on the sites and apps they’re spending so much time on. But who’s winning?

In Ypulse’s most recent monthly survey, we explored Millennial and teens’ social media behavior—from the platforms they like using the most to what they post and who they follow. In that survey of 1000 13-33-year-olds, we found that 68% have friended or followed a brand on social media, and 21-24-year-olds were the most likely to follow brands, with 77% saying they do so.

Having young consumers’ actively opting in to brand content is a big deal for several reasons. This is also a generation that tells us again and again that they are actively trying to ignore most advertising—they’re fast forwarding the commercials, using ad blockers, and hitting the “skip” button as fast as they can on pre-roll. So if a brand is able to…

 
 

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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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