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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Quote of the Day: “My favorite brand on social media is Complex, because it's more of an online network that reports on urban culture.”

—Male, 23, MI

Luxury watch brands are innovating to cater to what could be their biggest opportunity: Generation Z. A September 2016 survey from Mintel found one in five 16-24-year-olds reported they were thinking of buying a watch “in the coming months,” and that “the young are the biggest buyers of all age groups.” As a result, watch brands are taking marketing online. Omega says that social media is not part of their marketing strategy but “the way [they] communicate.” (Financial Times)  

A group of moms is making hijabs for Barbie to battle Islamophobia. Created through a partnership with the non-profit For Good, Hello Hijab sells $6 handmade headscarves for dolls, available April 1st, along with a card explaining what the accessory is. As one founder explains, the aim is for a more inclusive generation: “They will see it as a kind memory from their playtime, and then they will grow into a kinder generation…used to playing with dolls that look different to them.” Profits from the new doll accessory will go to support multicultural communities. (RT)

Netflix is winning the “steaming wars”—at least on home TV sets. comScore’s analysis into video streamed over Wi-Fi to televisions in U.S. homes found Netflix’s penetration is around 40%, while YouTube, the next most-used service, was less than 30%. Both Amazon and Hulu are far behind at below 20%, but the latter was found to have engagement rates on par with Netflix: “People who do use [them] use [them] a lot…Both services engage their users for more than 25 hours a month.” (Recode)

Chipotle wants to "slyly” promote kids’ healthy food habits with an unbranded video series. RAD Lands, available for purchase on iTunes, follows “the Cultivators” as they try to save the galaxy’s animals and plants, and features cooking segments with celebrity chefs and musical appearances by the likes of Biz Markie and Wayne Coyne of the Flaming Lips. Described as an “entertainment Trojan horse,” the series is all about educating the next generation while also making a play to win back consumers after the brand’s food-related illness issue. (Ad Age

Airbnb is launching Aibiying, a new brand to target Chinese Millennials. The company’s research has shown an increase of 142% of travel out of China in 2016, and 80% of their users in the country are under 35. The young travelers are also a “lucrative market” according to one expert: "Chinese Millennials are likely to travel farther afield -- and to spend more while traveling—as their disposable incomes and appetite for adventure grow." Aibiying, which translates to "Welcome each other with love,” will include the brand’s latest “Trips” and “Experiences” features. (Inc.

Quote of the Day: “Budweiser ads are memorable because they pull at the heart strings with the horses and dogs.”—Female, 22, CA

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