Ypulse Essentials: Facebook Advertising, Young Adults & Apps, Freshman 15 Fiction

Facebook LogoAdvertising on Facebook is a bit of a conundrum (for the social media giant, but not for brands. Savvy social media campaigns can get widespread advertising for pennies on the dollar compared to traditional media. The challenge for Facebook is when the advertising works; when a campaign goes viral and social sharing takes over, the brand has no reason to spend more to push the campaign further, as a case study of the Ford Focus targeting Millennials proves. Of course, ads aren’t the only way Facebook is partnering with brands to grow its income. Movie studios are partnering with the site to rent films directly to consumers, who can pay in Facebook credits. It may be incremental earning, but multiplied by 700+ million users, it can add up fast) (WSJ, reg required) (Ad Age, reg required)

- New research finds that 60% of 18-29 year olds download apps (to their cell phones, and 40% of those use six or more apps at least once a week. They’re more likely than average to have apps to facilitate communication with friends and family, and they’re less likely than average to pay for apps) (Pew)

- College freshmen will be relived to learn that the ‘freshman 15’ (is more fiction than fact. In reality, students only gain about three pounds in their first year, not much more than the typical non-student the same age. For the students that do gain significant weight in college, it’s often heavy drinking that packs on the pounds) (Columbus Dispatch)

- Lady Gaga is organizing her efforts in the battle against bullying (by establishing a new charity. The Born This Way Foundation will focus on empowering youth “by addressing issues like self-confidence, well-being, anti-bullying, mentoring and career development and will utilize digital mobilization as one of the means to create positive change”)…

 
 

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The Newsfeed

“Art is basically my job and I enjoy it so much.”—Female, 15, MD

Snap is making its “biggest move” in scripted original content, teaming up with NBCUniversal and the Duplass brothers for their next series. The Duplass-owned creative studio Donut will produce original series for Snap shot in vertical video. NBCU and Snap will also be opening a joint digital content studio focused completely on mobile-first entertainment, “formaliz[ing] their partnership” and putting Snap firmly in the producing/original content creation camp. Snap’s mobile-only approach is part of a movement to shake up how we view videos—in fact, they’re calling their offering “a fundamentally new medium.” (THRTechCrunch)

Eggo frozen waffles are capitalizing on their unexpected Stranger Things’ fame. The brand has seized the marketing opportunity of being a part of one of Millennials & Gen Z’s favorite shows, tying themselves into Netflix’s Super Bowl ad, creating a special toaster for select fans, and swarming New York Comic Con with people dressed up like Eleven armed with “watch party kits” (aka “waffles and a microwavable syrup server”). To prep for the premiere of season two of the show, Eggo is sending out a fully-loaded food truck for the red carpet premiere, and going all out on social media to connect with fans. (MediaPost)

More teens than ever have severe anxiety, but why? The American College Health Association found a 12% increase in undergrads reporting “overwhelming anxiety” from 2011 to 2016, and several studies concur that “there’s just been a steady increase of severely anxious students.” Social media is part of the problem—constant like-monitoring and cyber bullying isn’t helping the most stressed generation to date. There’s also an increasing (and constant) perceived need to over-achieve. One psychology professor observes, “There’s always one more activity, one more A.P. class, one more thing to do in order to get into a top college.” (NYTimes)

Ypulse research has shown that 88% of Millennial parents are trying to avoid helicopter parenting—but they might not be able to help it. The constant media storm of global atrocities and everyday stories of parenting gone wrong combined with advertisers’ willingness to fear-monger, results in a generation of (understandably) anxious parents. It doesn’t help that the tech to constantly monitor kids is easily available (albeit pricey)—from drone surveillance meant for the military to devices that track “blood-oxygen levels all night long.” One relationship therapist sums up, “Everyone is having a hard time drawing a line and just figuring out what’s reasonable versus what’s over-protective.” (Refinery29)

Brands are turning college students into mini-sales forces. Aerie, Victoria’s Secret Pink, and Express are just a few of the many brands that have a program for college campus reps where students receive swag, experience, and other perks for helping bring brand awareness to their colleges. Though brands don’t always require social posts, most ambassadors do share their swag on social, bringing organic ads to their friends’ feeds. The biggest draw is that social posts from reps “[come] across as natural, authentic, a product that they would normally use or want to talk about.” (Racked)

“[Celebrity] can mean anything nowadays and it's a rather diluted term; from YouTube star, to someone on Instagram with millions of followers, to reality TV dopes, etc.”—Male, 30, WI

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