The study of Facebook users aged 13 through 24 in 13 countries also found that:
- When respondents have a “really good day,” social media is the first place they share that fact, at 30 percent, followed by face-to-face (22 percent) and text messages (11 percent).
- Social media was also the first way they shared interesting news articles (36 percent), random observations (28 percent), and funny videos, photos or jokes (44 percent).
- 53 percent of respondents said they welcome hearing from brands via social media, but 56 percent said they only pay attention to advertising from brands they trust.
- 72 percent said they expect advertising to be entertaining, with those numbers rising to 99 percent in Indonesia, 81 percent in Brazil and 80 percent in India.
- 56 percent said they would share interesting advertising content they received on their mobile phones.
What does this mean for marketers? Facebook and Crowd DNA said:
Unlike hangout spots of old, there is a legitimate space for brands online. To find a welcomed way into this space and conversation, focus on showing the brand’s human side and personalizing messaging as much as possible.
Convey how the brand cares about things that matter to youth in a casual and friendly way. Respect must be earned. One way to do that is to highlight how the brand offers a useful service or provide the entertainment and humor that this generation so deeply values.
Brands should create content that appeals to the values of young people and reflects the image they want to share online.
It’s also important that content be in the language that youth speak, and that language is increasingly visual. One of the main ways this generation expresses thoughts and receives validation is through sharing images and videos.
Readers: Did any of the findings by Facebook and Crowd DNA surprise you?