Media Consumption: What Students See Vs. What You Think They See

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The largest generation of media consumers have brands at their beck and call trying to understand what students really want from them. One area brands however seem to struggle with is advertising to students. In a world where students are able to choose the content they see, brands are left slipping through the cracks.

This is why at Y!CON 2016, the most coveted interactive youth marketing conference of the year, we asked a critical question to marketers and brand gurus around SA. When an Afrillennial watches television, listens to the radio, are on their phone or are looking at a magazine, what do they see, or more specifically what do they want to see? This week, we break it down for you.

Be Cool, But Not Too Cool

Brands often try too hard to be cool and this can sometimes get brands into hot water with the youth who will most certainly see through their baloney. On the other hand you’re lucky if students notice your brand at all. Students are being fed so many brand messages that brands have no other choice than to up the ante and find mind blowing ways to grab the youth’s attention, even if it means taking some risks and pushing boundaries.

Instead of throwing money at the problem as some brands do, they need to have the right mix of creativity, relevance and authenticity. Fitting in with the youth is about more than looking and sounding like them but rather supporting them on their journey to become who they want to be.

A great example of a “cool” campaign that was particularly aimed at the youth and worked really well was the Nike #RunJozi campaign. This 10 kilometre run attracts over 10 000 people a year, mostly Afrillennials™. Entry to the run was affordable, and it happened right in the heart of Joburg, Braamfontein, where students hang out so it didn’t take much effort to convince students to participate. The catchy name, #RunJozi trended for weeks on end as people gave updates on social media while they were running through the streets of Jozi. Nike effectively made running cool and set a precedent for other running events attended by students.

They Want Quality Over Quantity

This tip is twofold. Firstly, focus on doing what your brand does really well, instead of spreading your brand thin on multiple touch points just for the sake of engaging with the youth. It’s not about being present throughout a students day but about being there when they need your brand most. For example, being there when they choose their first bank or giving them the best bang for their buck when they are buying groceries. One such brand is Pick n Pay with its Smart Shopper card which was ranked the number one loyalty card students carry in the latest RES research study by Student Village.

Secondly, focus on greater incentives and forget about those multiple mini 10% discounts. Young people will eat sleep and repeat your brand if you give them tangible solutions and offerings that fit into their lifestyle. One big incentive has more power than a diluted few possibilities. Students don’t want to be one in a million – they are the one.

Be There For Them

When your fragrance advert plays during a student’s favourite tv show, and shows off a cool new range modelled by a noteworthy celebrity, just remember that Afrillennials are still second screening, checking what they’ve missed on either social media, the social scene or even what their friends are into.

Brands are still missing the opportunity to integrate the different media students are exposed to, to create the ultimate brand experience.  Use on screen mechanisms to drive students to interact with your brand via their phone or add your hashtag to that big billboard you’re paying an arm and a leg for. Brands that utilise multiple platforms for youth engagement win because they allow their active participation and make them feel like they’ve thought of everything.

Think Bigger

In order to feed youth’s media consumption behaviour marketers shouldn’t be asking how they can fit in or stand out, but rather understand what students see when they consume media in order to be more effective.

Your brand’s menu might be small but your restaurant will still be full at peak times. Don’t underestimate your offering’s impact and use what you have in your arsenal to whip the youth into standing at attention.

Still Want More?

Click here for more insight from the Y!CON 2016 Research Presentation, or to get your multimedia copy of Y!CON 2016 contact or call 011 885 3918