Wednesday night (25th of November) we hosted together with CrowdDNA a dynamic session about youth culture. An evening to unravel the myth of youth and advertising. Why do young people like or dislike our ads? We unraveled some amazing insights indeed ;)
CrowdDNA is a cultural insights and innovation agency, based in London and Amsterdam. Lydia (CrowdDNA) presented their findings on youth and advertising which is based on social, influence and off course communication.
This was a great discussion starter for Rogier and Niek (SuperHeroes) who did some myth busting with a panel of youngsters. We invited Jamairo, Jesse, Klaas, Naomi, Shalisa, Alexander and Bas (aged 15-21) to give us some insights in their beautiful brains.
With statements like “Privacy is important for me” we fired up the discussion between the guests and the young panel.
And guess what, young people are indeed very conscious about what they put on social media: “Everything I put online, I ultimately assume that people can look at it. If i wanted it to be private, I wouldn’t put it online” Bas said.
Here’s another interesting one, about YouTube advertising. Unlike Facebook, where they are scrolling through their timeline, young people search for specific content on YouTube. The prerolls, the mid rolls and all the other ads are not appreciated at all. “When I see a YouTube ad, I mute it and switch to another tab until it’s done” Naomi told us.
Being online is the same as breathing air and drinking water for young people. It’s such a given, they don’t know anymore what it feels like to be offline. Yes, being online on your mobile is also as normal as bread.
Unsurprisingly, the representatives of the brands were very curious if the girls and boys also shop their favorites online. Well, most of them indeed shop online, BUT to a certain amount and also certain products. Fashion is hot but the girls still wanted to feel the fabric in their hands and to try it on. The guys did shop on their mobile, or at least do research on their mobile. The more expensive the product, the more likely they go to the physical store to finish the purchase.
Influencers and celebrities
We said: “Bloggers are more important than celebrities” and this statement caused a stir between the young panel members. Jesse said that “bloggers are the new celebrities for the generation after us” and Jamairo thought that it’s cooler “to see a celebrity wearing something on their own volition, rather than bloggers pushing content marketing on you”.
From the audience the all known question was asked: “But how do you guys feel about the fact that the bloggers are (mostly) paid to talk about that brand?”
If a blogger has the right approach to deal with the brand in his article, we’re totally okay with sponsored messages.
Video registration of part 2: