Three Types Of Content That Young People Don't Engage With
Are you turning young people away from your company with the content that you produce?
Maybe it seems like you’re doing everything right, but young people still aren’t showing any signs of life on your social media platforms. All that exciting information about your fabulous product, or service, is simply scrolled past and lost in the abyss of the Internet.
Engagement is a crucial part of building up a solid rapport with your consumer. Continuous engagement is an indicator of brand loyalty, which means that your customers are much more likely to be spreading positive messages about your company – both online and offline.
If your content matches any of the descriptions below, you could be accidentally turning young people away from your brand.
1. Content that is discriminatory
According to the student panel at the Engaging Youth Conference, young people want companies to reflect their own political values of an equal, diverse world. Content that is discriminatory, even if it was unintentional, doesn’t fare well with the student population. It is important to be self-aware and consistently question how your brand’s messages will be received by a variety of audiences and consider marginalised groups.
Consumers are more likely to share content that resonates with their view of the world on their personal social media accounts.
2. Content that is inauthentic
Young people have a sixth sense for inauthentic content and will be cautious to begin building a relationship with a brand that they don’t believe is genuine. Know your brand voice and how to use it to speak to a student audience - without breaking the synergy of your brand persona.
Speaking directly to students, however, can be tricky as any attempt to mimic their own slang or humour is at risk of sounding forced and cringeworthy. We helped Co-op find a creative way around this and hosted a collaborative student ‘Cake-Off’.
It proved very popular because it appealed to a youth trend at the time and students used their own voices to talk about something they can all relate to – cooking. Co-op’s sponsorship led to greater exposure for their brand among students, without trying too hard to be down with the kids.
3. Content that wants a call to action without a reward
Young people may not be engaging with your content because it is too demanding. Unless your brand has an existing and loyal customer base, it is unlikely that your consumers will participate in ‘call-to-action’ posts without the promise of a reward. A ‘call-to-action’ asks something of the reader, for example filling in a survey or sharing a post on their personal social media account. Offering a simple reward for these requests like a freebie, a discount code or entry into a raffle prize would incentivise young people to engage with your content.
For more marketing do’s and don’ts from the student panel at the Engaging Youth Conference, check out The National Student’s blog post on it or explore the hashtag #Youth_conf on Twitter.