Social Media Marketing 101
How to Appeal to Younger Audiences
By Leana Genovese
In an age of constant social media exposure, it is no secret that the amount of content scrolled through each day can be overwhelming, especially for the younger and more internet-savvy generations. With the sheer number of targeted ads one person is exposed to, it is not surprising that key messaging can slip through the cracks of retention, with relevant messages and posts becoming overwhelming to users, and sometimes even a nuisance. As the over-saturation of targeted content on social media becomes more of a profound issue, how can we encourage younger generations to engage with and share content?
My peers and I have analyzed these very questions in our various media and content creation classes at the S.I. Newhouse School of Public Communications at Syracuse University. In our own conversations, we were quick to rule out traditional sponsored content via the form of an ad as viable for our attention. With the number of ads we see per day, we agreed that most content forced into our feeds by means of sponsorship falls on deaf ears.
The conversation then shifted toward the realm of influencers. There is truly an influencer for every niche you can think of. I personally believe that the art of social media influence only works when trust has first been established, and the influencer genuinely enjoys the product or brand they are sponsoring. If an influencer neglects to first establish an open and trusting relationship with their followers, it is not likely their content will thrive and circulate.
For example, popular TikTok beauty influencer, Mikayla Nogueira, recently faced extreme backlash and loss of trust after posting a disingenuous mascara review for a paid sponsorship. Gen Z viewers were quick to point out Mikayla had already been wearing false eyelashes, and her mascara review was not legitimate. Since then, she has lost most credibility in her makeup reviews as younger audiences realize she will give a positive review for any product if she is being paid.
On the other hand, popular TikTok influencer Alix Earle has rapidly risen to fame as a result of her genuine reviews and open dialogue with her fans. She is known for authenticity, showing her real acne scars and indicating when she is using a filter for transparency purposes. Her reviews are trusted because she genuinely loves to show her followers how to improve themselves, and only agrees to do promotional videos for products she enjoys and actually uses.
So what do we take away from this as PR practitioners? Authenticity in media is key to driving engagement forward and acquiring brand loyalty from young consumers, who are savvy enough to recognize mediocre content and disingenuous sponsorships. As a PR agency, we have the capability to cultivate the image of our brands, and should seek to do so in a way that is transparent and genuine. When we love our clients and their products as we do here at Rosen Group, social media will reflect that real connection and transparency, appealing to younger audiences and gaining their support.