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HOW ARE YOUNG PEOPLE USING SOCIAL MEDIA RIGHT NOW?
Six depth interviews with 18-21 year olds conducted July 2015
Male, 19
“I don’t think i have the time for another one. But if another network came along and people started using it, then i’ll be on it for sure.”
Methodology
• Six depth interviews with 18-20 year olds
• Recruited on Yik Yak, and Reddit
• Interviews conducted 16th and 17th of July 2015
• Common discussion guide
Discussion guide• The networks Which social networks are you a part of, what are they
for, and how do you use them? Which was the last you joined and have you stopped using any?
• Your approach What are your goals on each network? Is it possible to be good at any of them. Can you win social media? What constitutes a good post?
• The place for brands Where do brands belong? Where do they not belong? How do you interact with branded posts on each network? Launch your own brand, whats your strategy? Native or paid display?
The NetworksUsage was driven by intimacy of the follower group.
Most intimate
Only close friends
Most frequent use
Daily Messaging
Organises real world
Moderate intimacy
Archiving
Some entertainment
All IRL friends and acquaintances
Brands play a role throughadvertising, liking and content creation
Documents real world
Low intimacy
Cultivated accounts for strangers
Building a follower base
Can be primarily for entertainment
Seen as an asset and project
No intimacy
No IRL friends among followers
Actively obscured from IRL friends
A place to indulge idiosyncrasies, hobbies, and interests
Cultivated posts, seeking upvotes and following
Your approachEach network can be used in various ways, but always
with one of five distinct motivations.
The phone
“I’m on it (wattsapp) all day. It’s the first thing i look at in the morning and the last thing i look at before i go to sleep.” Female,
18
Watsapp, Snapchat, Facebook messenger
Opportunity for brands Create “Snapchat worthy” experiences and activations.
Strictly for communication with inner circle Content and brands are highly invasive.
The utilityFacebook
“(Facebook) is just there, everyone’s on it. You can find anyone. It’s useful for that reason. Great for organising events” Male, 20
Opportunity for brands The most welcoming environment for brands. Build good will with attentive customer service.
Remains the most legitimate platform for competitions.
Feed is almost totally ignored and resented for poor quality content. Most claimed not to have posted in months.
The gardenInstagram, Twitter
“I post maybe once every two weeks. It has to be the very best pic to get put on Instagram.” Male, 19
Opportunity for brands Help users build their profiles and follower lists. Help them succeed.
Infrequent, highly considered posts. A highly cultivated profile. Followers are highly valued.
The tubeFacebook, Instagram, Snapchat, Youtube, Yik Yak
“As long as it’s updated regularly. You can spend lots of time on anything. Just browsing through.” Female, 19
Opportunity for brands This is where branded content gets viewed and shared. Contextual consumption is key.
Passive content consumption. Highly receptive and accepting of brand presence and advertising.
The indulgenceTumblr, Reddit, Youtube
“My friends that are also on Tumblr, i don’t know their user names. It’s all strangers.” Male, 18
Opportunity for brands presence must be native recommendation from existing posters.
Indulging in any interests not shared by IRL friends. Brand presence is highly invasive.
The standard social dayActive posting
Passive usage
The role for brandsThe number one opportunity for brands on social media is
building good will. Success should be viewed through this lens.
Different users will use the same network in different ways. The same users will use a network in different ways on different days.
This is driven contextually by the desire to contribute and participate vs the desire to listen and watch.
Contributing vs listening and watching
Successful social campaigns will build good will by acknowledging this and cater to both
usage styles.
These young people work hard to build followings and manage their profiles. It’s work getting new followers, and they value their own like, upvote
and follow greatly in this context. Brands came under consistent criticism for failing to acknowledge this.
Acknowledging the value of the follower
“I follow KLM on twitter. They had a competition where i could win a dinner if i got six of my followers to follow them. There’s no way i’d annoy my
followers like that.” Male, 19
Successful campaigns will understand the aim of the game when it comes to this kind of usage and build good will by helping users to build their profiles and
attract likes, notes and new followers.
“Everyone uses ad blocker. If you use someones laptop and they don’t have it you think why don’t you have ad blocker?” Male, 20
Paid display vs native
When asked to describe their own social media launch strategy for a brand, every respondent went immediately to native recommendation by Instagram
and Youtube users with a specific niche.
Successful campaigns will understand that social channels offer such great opportunity for targeting
without compromise on reach. Organic may be harder to measure but is far more persuasive.
Is it possible to win at social media?
Two consistent themes emerged when respondents were asked to describe what constitutes winning social media.
Successful profiles
A successful profile had a large following, with engaged followers and interaction with other profiles. A profile with a life of it’s own beyond post- to
-post.
Having it your way
It was acknowledged that the jostling for attention from brands and users on social media means keeping your profiles free of irrelevant information and
poor quality content requires vigilance. A social profile free from any compromise was a goal of every respondent.
What comes with this?• Transcripts of each of the six interviews.
• Full Recordings of each of the six interviews.
• The discussion guide with time codes for interview recordings.
• The full report with verbatim for each point on the discussion guide.
