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13 Tips For Effectively Marketing To Youths On Snapchat And Instagram

Forbes Agency Council
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Forbes Agency Council

Social media giant Facebook may be taking a backseat with the 12-to-17-year-olds, as a report from eMarketer indicates a 3.4% drop in this age group. Replacing the social media mainstay is the use of Snapchat and Instagram, platforms which are expected to see a surge in this demographic as a result.

The change in social media platforms is something every marketer needs to take into account, as reaching these young adults will take a new set of tools and techniques. While Facebook will continue to grow with an older demographic, attracting new and younger users will have marketers reaching into a new bag of tricks with new strategies aimed at Snapchat and Instagram.

Thirteen Forbes Agency Council members share their advice on how every business targeting the 12-to-17-year-old demographic should prepare for this social media channel switch.

All photos courtesy of Forbes Agency Council members

1. Adapt To New Channels

Marketers should be prepared to adapt to new channels and platforms as soon as the audience starts gravitating to them. They should research and learn the behavior of their target audience on each individual platform and adjust their digital strategy, campaigns, and content to account for those differences. - Aaron Henry, FOUNDRY512

2. Evolve With The Times

Snapchat is underestimated by brands and generations who haven’t taken the time to learn it. If you’re sticking to Facebook simply because you’re comfortable, you’re going to be behind the curve soon. The experience and ability for brands to connect with their audience on Snapchat is unlike any other platform. I firmly believe there’s more there to offer brands than Facebook or Instagram. - Nicole Rodrigues, NRPR Group, LLC

3. Have A Separate Strategy

I'm not sure this is much of a change or challenge; every channel should have a separate strategy and creative plan appropriate for that channel and your target audience on that channel. - Brian Sullivan, Sullivan Branding

4. Do Your Homework

Begin by understanding which brands are most successful on Snapchat and spend time learning about their campaigns. Not every brand needs or should have a Snapchat presence, but if your brand targets a younger audience, do your research now and begin to build a strategy for securing a strong Snapchat presence. - Megan Shroy, Approach Marketing

5. Understand The Reason Behind The Change

It's important to have strategies that are unique to each platform. Teens gravitate to Instagram because it's visual, clean and free of clutter; they gravitate to Snapchat because, for the most part, it's temporary and because mom isn't on it. Understanding why the new platform appeals to your demographic will help you create content that is true to your message, yet appealing to your target. - Ahmad Kareh, Twistlab Marketing

6. Test And Learn

Now is the time to test and learn what best practices translate from one publisher to the next and what is unique. If sales volume is tied to 12-to-17-year-olds today, lean in as audience reach on the platform allows it. If sales volume comes from other demos, test and learn now, but do not abandon what works today to be oversaturated on the next platform. Facebook still has significant reach for all demos. - Kieley Taylor, GroupM

7. Fractionalize Your Marketing Approach

Twelve-to-17-year-olds aren't the only demographic whose behavior differs from the rest of the population. Every social platform has varying viewing behaviors and thus, your marketing approach should reflect not only the demographic but the platform. By creating a fractionalized approach, you can create unique content for specific audiences on specific platforms, all with a similar brand message. - Chris Carter, Rep Interactive

8. Shift Your Budget

Marketers should not only be transitioning their ad dollars to Snapchat and Instagram, but they should also be shifting any budget they have available for content creation and influencer outreach. - Leila Lewis, Be Inspired PR

9. Innovate Constantly, Like Facebook

Since Facebook became mainstream, many have anticipated the attrition of younger users in favor of trendier platforms. However, innovations like Facebook Watch, the company’s new video initiative, have helped keep the social network relevant despite many competitors. Regardless of a consumer’s demographics, marketers should meet them where they are, be it on Facebook, Instagram or Snapchat. - Nina Hale, Nina Hale, Inc

10. Stay One Generation Ahead

Stay ahead by realizing the same thing will happen to Snapchat and Instagram as soon as their parents start using it. Find out what's one generation ahead of today's superstar social apps if you want to catch the next wave. - Drew Train, OBERLAND

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11. Focus On Instagram

Snapchat's advertising platform is limited. Instagram's advertising platform allows for much better targeting and offers more options. Focus on Instagram; my prediction is that Snapchat will die if Instagram creates a better platform. - Korey McMahon, McMahon Marketing

12. Don't Forget About Other Marketing Channels

Snapchat and Instagram are turning out to be the go-to channels for Gen Z, but marketers still shouldn't lose sight of the value of tried and true marketing channels. For example, recent studies show that email marketing -- which continues to demonstrate high marketing ROI -- resonates with both Gen Z and millennial audiences. - Paula Chiocchi, Outward Media, Inc.

13. Stay Nimble

The remarkable thing here is not the shift from Facebook to other platforms, it’s that Facebook was popular for so long. Platforms change constantly. A good social strategy should be able to adapt and expand to new channels as the audience moves to that channel. Strategies need to be nimble, and we, as marketers, need to constantly re-evaluate whether channels are still relevant to our brands. - Sarah Mannone, Trekk