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|
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.|
|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.|
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||
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
KEEP IT SHORT
Written by Gregg Witt