The y. Youth Marketing Roundup: The Rise of Emotional Content

y. Youth Marketing Roundup: Emotional Content


This week it’s all about emotional content. Is your audience having a #QuarterLifeCrisis? If so, your brand can offer authentic content to console them. Can you use Snapchat to promote this content? Spoiler alert: the answer is yes. In this blog post we take a look at three techniques to create an emotional connection while snapping. We also discuss millennials’ favorite TV shows and what they all have in common. Lastly, we round up our discussion on emotional content by taking a look at the Lenny Letter and what has made them successful in a world of content overload.

3 Ways to create an emotional connection with Millennials and Gen-Z on Snapchat 

As of 2015, 60 percent of the American population between the ages of 18-38 were Snapchat users. With numbers continuously rising, the time has come to ask this question – can Snapchat be added to your brand’s social media mix? If you are looking to retain an already engaged audience, the answer is yes. Snapchat is a platform for creating authentic content, and marketers are just scratching the surface when it comes to storytelling or “snapping.” Brands have been experimenting and releasing video series, offering coupons and giveaways, and using Snapchat’s show-and-tell capabilities to fulfill customer service needs.

If you are ready for paid ads (but not the $400,000 plus price tag of geofilters), Snapchat also announced that it is bulking up its advertising offerings – it will sell 10-second ads on its platform via tech and creative partners, as well as adding new programmatic interfaces for brands to buy ad space on the app. (Adweek)

How millennial women are interacting with brands online 

If you are a marketer targeting women, you will be interested in the following study conducted by B2C product discovery site Influenster. Earlier this year, 11,000 women (average age 27) were asked about their online behavior and how they interact with brands digitally. Here are some key takeaways from the survey:

  • 94 percent of women engage actively with brands online; 90 percent of them engage with brands online via their mobile phones
  • 67 percent of women said that they liked brand’s promoted posts when they felt it taught them something new
  • Instagram is considered the favourite social platform by women surveyed, followed by Facebook, then Pinterest. (Zdnet)

Millennials desire content around social issues 

A recent analysis by TruthCo. concluded that TV shows millennials are most engaged with have one thing in common: they provide social commentary. Millennials want entertaining content, sure, but they also want to learn, be inspired and maybe a bit outraged. The mixture of social commentary and entertainment is not new (who doesn’t love satirical John Oliver?), but you know something is mainstream when reality shows join in the trend (watch “Becoming Us”).

For this reason, the CW network created a digital channel – CW Good – as means of tapping into millennials’ desire for content around social causes. The channel will feature original series meant to inspire and will showcase causes in which the audience might be interested. Will this approach help the network retain its millennial audience? (Business Insider)


What is a #QuarterLifeCrisis? The state of limbo, where young adults feel the repercussions of no longer being a child, but not quite ready to be an adult (see Quarter Life Poetry). The phrase has been mentioned 17,000 times across social media since June 2015, and marketers are capitalizing by creating emotional content that is relatable to this life stage. For example, Origins interviewed millennials and used the insights to develop a product line for them, along with a digital campaign using #QuarterLifeCrisis.

Marketers beware when using this hashtag as there is a fine line between sarcasm and pessimism. The hashtag inherits a negative connotation and might not fit your brand’s voice. (Digiday)

Lenny Letter illustrates the power of a good eNewsletter

Lenny Letter, the enewsletter conceived by Lena Dunham and her friend Jenni Konner, boasts 500,000 subscribers and an open rate of 69.5 percent. When asked what makes Lenny so popular, Laia Garcia, deputy editor, attributed its success to content, attractive subject lines and timing. Emotional content is a key driver of engagement; the content aims to mirror the lives of millennial women by featuring original essays and branded content. The aim is to achieve a connection between Lenny (and their sponsors) and readers. A recent collaboration with Secret involved sponsored posts involving women in stressful situations.

Lenny hopes to continue its growth and use the enewsletter to promote other projects such as an upcoming show for HBO Now (Lenny Shorts), a book imprint and a podcast network (slated to launch this fall). (Digiday)


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