Youth Insights, Expert Commentary, & Agency Culture
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A Day in the Life with Gen Z Inspires Innovation.

Inspiring Innovation: Lacorda Laces Skateboarders didn’t expect or intend for shoelace belts to make a fashion statement. But apparel and accessory brand, Lacorda, identified the functionality of shoelace belts by hanging out with influential groups of skateboarders who were fed up with regular belts digging into their sides when bending down to ollie. Through close immersion within their...

Brands Doing it Right: Gen Z Loves VSCO Photo Editing App

Created in 2012 VSCO is a photography app, that is revolutionizing the way Gen Z are taking pictures. The app gives the youth a chance to take professional quality photographs all from their smartphone. Named by Apple, “Best App of 2013” with over a million downloads its first week of being live. VSCO gives more options for filters than Instagram....

Youth Marketing LIES: Print-Media Is Extinct

A common belief among marketers is, printed media has become extinct among technology-dependent youth audiences. This prevalent belief undermines the influence of many relevant and functional uses of print media among today’s youth. Although digital media sources remained powerful channels for youth outreach in 2015, it is important to consider when print media could offer a better option for...

Gen Z is Buying Authenticity. How Lokai Bracelets Emotionally Connect.

In youth marketing, authenticity is a necessity. Rather than let our team of marketing professionals and brand experts profess what tween, teen and young adults want from brands,  we share insights directly from the source–Youthvine, our proprietary resource, led by expert youth facilitators that help brands engage young people for applicable insights, innovation, and youth-powered marketing. Immersive...

Youth Marketing Lie #2: Believing Rented Social Media Triumphs Branded Digital Property

Before creating and promoting content on social media platforms, we challenge brands heading off into the digital ocean to ask themselves what they plan to achieve. Rented land (non-owned, 3rd party social and digital media channels) provides the youth audience reach needed, but if you don’t bring your targeted consumers back to port (your website, landing page, app...

How Successful Brands Get Gen Z To Bite: Evaluate Your Content Hook (Part 2)

Every great youth marketing campaign and content needs a hook to make the experience drive results. The hook needs to be memorable and capture the attention of young audiences. The best hooks with tweens and teens center around the "cool factor" of your product or content and what you are doing to make them look good amongst peers. Create experiences...

Revealing Youth Insights: 5 Keys to Engaging Online Advisory Groups

Knowing young consumers is about gaining an empathic understanding of their thoughts, feelings, and needs by observing, interacting, analyzing, and taking action. Immersing yourself in the daily lives of youth and keenly listening to them reveals very valuable insights, sometimes quite surprising and non-obvious. Online youth advisory groups are one of the most effective methods to gain actionable consumer insights...

Three Reasons Young People Might Think Your Brand Sucks

1. Your content ideas are better than your execution   We completely understand that this is a challenge everyone is faced with. Consumers live in the age of instant gratification, from Snapchat, Instagram, YouTube, or whatever platform it may be. We've been programmed to think that it's all about "hacking through at light speed." However, this can be harmful...

Content Hook Evaluation: Get Tweens And Teens To Bite (Part 1)

Ideally, any good youth marketing campaign or content should have a hook that makes the experience unique and captures the attention of your target audience everywhere. The best hooks with tweens and teens are something cool about your product or content, something your audience probably hasn’t done or seen before, a new twist, or that one thing that...

Five Steps To Take When Trying To Create Successful Social Videos (Part 2)

Step away from the norm Brands in certain verticals tend to cluster around similar content, often evoking similar sets of psychological responses. I'm sure we can all recall countless auto ads featuring cars driving quickly around tracks, or stunning Italian mountain roads (or perhaps not). While there is nothing necessarily wrong with this if done well (such ads can...

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