Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 500,000 cutting edge ideas.

3 Tips Businesses Should Know When Marketing to Youth

Jamie Danielle Munro
August 10th, 2012
Marketing to youth is no easy task. The millennial generation has grown up in an era where advertisements can be skipped over with the press of a button, and access to entertainment no longer resides with large corporations. YouTube has drastically altered the way marketers target youth, since a viral video can boost sales and has the potential to be watched over and over again by consumers. In short, the power has shifted towards the customer who can either choose to re-watch a campaign multiple times, or shut it out of their lives completely. With this shift of control, how can marketers target this youth demographic and what motivates these individuals to keep watching?

Encourage interaction. Trend Hunter has seen an array of campaigns over the last few years that focus on the best ways to encourage consumer interaction. The SunSmart campaign in Australia exemplifies how marketers can engage audiences with off-putting visuals, while also giving them a chance to interact. The post showed a portion of a body, along with a dark patch signifying where skin was removed due to cancer. Within that hole, however, consumers could try the new sunscreen offered through a dispenser. In a country like Australia where skin cancer due to overexposure to UV rays is extremely high, this campaign allows youth to see the effects of the sun, try the SunSmart product and experience more than an average commercial.

Use social media. The Millennial generation is also known as the Social Media generation. A group that is constantly connected through sites such as Facebook and Twitter, and who have the power to share information across the globe instantly. Leveraging these platforms is crucial when marketing to youth, since so much of a young person's time is spent here.

To promote a new store, IKEA launched a Facebook campaign that drastically increased fans and offered consumers a chance to win products. The store manager created an album featuring one of the showrooms, and the first person to tag the objects in the photos won the product. Since Facebook requires people to like pages before tagging, everyone who participated was forced to like the IKEA community, and subsequently share this information on their personal Facebook profile. This interactive social media campaign drove a large amount of traffic to the IKEA site, and successfully launched the opening of the new store. The lesson? With so many youth on social media today, marketers must leverage this platform and come up with campaigns that integrate these networks into advertising techniques.

Entertain. Brendan Gahan is the Director of Social Media at Mekanisam creative agency, and he recently explained to Forbes the secrets behind making a video go viral. One of the first steps in the process is "The Candy," according to the Mekanisam formula. This candy builds off the idea that "a message is best received within entertainment." In order to get that message across, a video must be enticing, especially for the youthful audience of today who are constantly searching for the next best content to share with friends. An example of this entertainment factor is 'Hovercat,' a campaign by Mekanisam to advertise an animal adoption agency. The hilarious video contains a cute kitty miraculously lifted into the air, dancing to the accompanying music -- a simple concept with great results. The campaign went viral and generated enormous discussion for the animal adoption center, including over 8,000 tweets and hundreds of blog posts on the topic.

In short, marketing to youth has a few key ingredients, and businesses looking to target this demographic must push engagement strategies to the maximum. Gone are the days when consumers sat comfortably in front of the TV, taking in commercials before the next program came on. Now, marketers must work harder than ever to keep this attention and generate discussion. More can be found on this topic in Trend Hunter's Marketing Trend Report.
References: vice, trendreports