Youth Insights, Expert Commentary, & Agency Culture
Gen Z Marketing Tips: Create a Powerful Social Media Vanity URL

Gen Z Marketing Tips: Create a Powerful Social Media Vanity URL

Like the word implies, a social media ‘Vanity’ URL is a critical starting point to position your brand in the minds of Gen Z audiences. Unifying your website URL and social media channels with your brand name is the obvious best practice for effectively building your digital footprint. However, for some brands, creating a social media handle that is consistent across all channels can be quite a challenging task.

CONTEXT: A FEW SOCIAL MEDIA VANITY URLS FROM POPULAR TWEEN AND TEEN BRANDS              

BRANDS TARGETING YOUTH WEBSITE URL SOCIAL MEDIA HANDLES EXPERT COMMENTARY
Haribo Confectionary haribo.com

Instagram: @haribousa

YouTube: Haribo USA

Consistent use of Haribo “usa”  is working to distinguish international divisions, it is easy to remember and type, and keeps the Haribo branding consistent across social channels.  
H&M Retailer hm.com

Instagram: @hm

YouTube: H&M

Snapchat: hmusa

The simplicity of the “hm” vanity name without the “&” symbol is creatively brilliant for the website and Instagram account. H&M’s Snapchat name “hmusa” starts to break up the consistency, which is not ideal. 
Nixon Watches nixon.com

Instagram: @nixon_now

YouTube: Official NixonTube

 

Nixon was unable to own “Nixon” as their vanity name aside from their website and adopted the “Nixon_Now” name for Instagram. “NixonTube” is their YouTube channel name, and it sounds cool. However, it does nothing to benefit Nixon Watches from an awareness and searchability standpoint. In our opinion, not an ideal strategy for sales conversions. 
District Freestyle Scooter Co. districtscoot.com

Instagram: @therealdistrict

YouTube: Real District Scooters

 

In this case, social handle names were claimed and abandoned by young fans before District began to build its social media community. The inconsistencies across social channels have created many marketing challenges.

 

SOCIAL MEDIA HANDLE SELECTION TIPS                   

Here are the fundamental criterion used by Immersive Youth Marketing to select a social vanity URL.

KEEP IT REAL

  • If company’s actual name is available--grab it. 

USE KEYWORDS

  • If your company name isn’t available, choosing an SEO keyword phrase is often the next best option.

BE RELEVANT

  • Choose a social media handle that makes sense to promote your brand and that has timeless relatability with targeted tween, teen, and young adult audiences.

KEEP IT SHORT

  • ItThis helps tweens and teens to remember your brand, improves search, and makes it easier for young people to mention you on their social media.

Written by Gregg Witt

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