Most parents of teenagers have encountered the situation of brand loyalty. No population might be as adamant about brand loyalty as teenagers who are trying to fit in- or stand out. Brands have defined teenagehood for many generations, as their marketing strategies target teens. The teenage experience is shaped with memories of the dire necessity to own certain commodities produced by certain brands. From their head to their toes, their backpacks to their pencil cases, the opportunity for brands to market to teenagers is everywhere- deciding what they buy, what they wear, and how they feel about it.
Brands make the call but don't always win
Many brands are turning to teenage audiences to gain insight on the market. Typically, it is the brand who is supposed to dictate where the market goes, however, teenagers are ahead of the curve. Companies turn to teens for understanding what is popular and what isn't, what brands are gaining interest and what brands are losing interest. Teens talk among themselves, share on social media, and pick up cues from influencers on social media. Today, brands are listening to teenagers, which is equally impressive and concerning. A complement to the knowledge and direction of teenagers, certainly, but also a warning that brands do anything possible to get inside the mind of a teen in order to sell to them.
Brands use teens to sell to teens
The viral age of YouTube sensations has changed the way brands market to teenagers. Every day teenagers who have created a presence for themselves on the social media platform are earning six figures
a month
due to the way they connect with, and entertain, teens. Brands are turning to these celebrity teens to market their products. Many of these stars are smarter than that- they are creating their own brands and mercilessly plugging them to the millions of teens watching their every video.
Brands follow their social media use
Parents once had the hope and promise that creating a Facebook profile would give them access to more of their teenager's life online. Teenagers quickly grew aware of the changing population on Facebook and abandoned the site. Snapchat and Instagram are the most popular publishing platforms for teens while YouTube leads their consumption. Brands have a limited amount of time to create a filter on Snapchat, plug an advertisement in an Instagram feed, and get placement with a viral YouTube sensation.
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