How Social Media Won The Election

Election night has come and gone, but there’s a still a lot to learn from the race about how Millennials were involved in making it the most social election ever! Besides election night breaking a record with 20 million tweets, young people have taken to the Web the past few months, sharing political memes, gifs, status updates, and more. Most Millennials will tell you that their newsfeeds have been flooded with election information, and their generation has used Facebook as a forum to express their views via status updates and comments. They’ve been much more involved in the election than they’re given credit for, and in surveying 367 Millennials this past weekend, this became especially clear. Most of all, Gen Y made their interactions around the election social, engaging their peers in political information in accessible and often entertaining ways.

We asked Millennials about their political habits on social media leading up to the election and found that they were most active on Facebook. One-third (35%) said they posted a Facebook status about the election in the past two months and 4 in 10 (41%) commented on someone’s Facebook status about the election. Moreover, a quarter (24%) tweeted about the election and a close percentage (26%) replied to or retweeted someone else’s tweet about the election. Obviously these numbers jumped dramatically on Election Day with nearly 30% of Millennials informing their network who they voted for and millions sharing their thoughts on the outcome. Apparently taking pictures of, or Instagramming your ballot, is illegal in some states, but this idea itself reflects a very Millennial mindset of wanting to document their experiences and excitement about the election across social media.

Moreover, much of the political information among peers has…

 
 

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Millennial News Feed

Quote of the Day: “You want me to list every concert I’ve been to in the past year? Are you nuts? I've been to like 30 so far this year.”

—Male, 29, NY

Forget the ping pong tables and free food, Millennials really want a tech-smart workplace. A new study from Dell and Intel has revealed that 80% of 18-34-year-old workers prefer tech-forward perks like augmented/virtual reality than other low-tech perks at their workplace. They are so driven by digital capabilities that 42% say they wouldn’t hesitate to leave their jobs if the environment wasn’t up to par with what they consider “smart.” About three in five say they expect technology to become advanced enough to longer need face-to-face interactions in the future. (Parent Herald)

Branded content is not only a way to reach the ad-skipping generation, it’s also producing results. A recent Nielsen analysis found that branded content generates 21% more brand recall than a pre-roll ad, and is giving brands a boost in perception: affinity for branded content averages 28% in comparison to 18% for pre-roll, and purchase intent is 14% for branded content compared to 11% for pre-roll. The analysis also found that 40% of consumers say they “probably will” or “definitely will” view branded content on future TV/video episodes. (MediaPost

Victoria’s Secret is making a not-so-subtle play to attract Nike consumers to their brand with Victoria Sport, their new athleisure division. The brand has been slowly shifting its image from sexy to athletic to coincide with Millennials’ preference for “being fit [and] strong,” and buying clothes that reflect that. On the new line’s website, Victoria Secret calls out Nike with a quote from one of their Angels saying, “When I tried these, I threw out all my Nike bras." (Business Insider

“Brand love is alive and well with the Dew nation." After Mountain Dew asked fans to vote on which limited-edition flavor should become a permanent fixture in stores, Baja Blast or Pitch Black, a three-month long voting campaign inspired crazy stunts and drew in nearly 5.8 million votes. To encourage votes, the brand hosted an event inspired by ‘90s favorite GUTS Aggro Crag, and challenged fans on social media to bathe in or dye their hair the color of the beverage they wanted to win. Fans complied, and in the end Pitch Black was the ultimate winner with 50.5% of the votes. (Adweek

Millennial small business owners (SBOs) are “in it for the long haul.” A study from Wells Fargo revealed that 80% of 19-35-year-old SBOs plan to grow their business for many years and eventually pass them along to their children, and nearly 60% say that being passionate about their work is what drove them to start their business, compared to about half of older SBOs. Millennial SBOs are also more willing to put it all on the line: 67% are willing to take financial risks to get them there, while only 54% of older SBOs said the same. (Entrepreneur,The Street

“I like Beyoncé, because she's a force to be reckoned with in most aspects of her life. She shows how to be a strong female.”—Female, 26, CO

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