Alex Light
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The document discusses the evolution of youth culture influenced by social media and the decline of traditional advertising. It highlights the importance of peer recommendations over brand trust, emphasizing that engaging and entertaining content is more effective for brands. The shift towards user-generated content suggests that remarkable content is key to increasing brand awareness and favorability among young people.
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Alex Light
- 2. THE VOICE OF GLOBAL YOUTH CULTURE.
- 4. THE INTERNET CHANGED EVERYTHING.
- 5. TRADITIONAL MEDIA percent who used less last year NEW MEDIA percent who used more last year VICE Youth Market Study, 2013
- 6. A NEW, VISUAL LANGUAGE 2BN photos shared on facebook each week 200k Instagram photos shared per hour 100M Tumblr posts published every day 60MIN video uploaded to YouTube per second 4M hours of video watch on YouTube per month Facebook, Instagram, Tumblr, YouTube
- 7. 80% people trust peer recommendations over brands (only 14% trust advertisements) 25% social media messages that include links to content. INFLUENCE COMES FROM THEIR PEERS. Source: Socialnomics
- 8. 80% WANT BRANDS TO ENTERTAIN THEM. Edelman 2013
- 9. 33% 50% AND IT DELIVERS ROI. 36% Effect of branded content with 18-34ās, ComScore video matrix, OPA study more effective than traditional advertising in terms of raising awareness more effective in boosting brand favourability 50% more effective in terms of influencing purchase intent
- 10. CREATING CONTENT WITH BRANDS.
- 11. THE OLD MODEL.
- 12. THE NEW THEORY.
- 13. LEVERAGED MEDIA.
- 14. CREATE CONTENT THAT MATTERS.
- 15. REMARKABLE CONTENT GETS SHARED.