11:11 am - Monday September 25, 2017

Youngsters think Facebook pages of brands are not credible

A mere 4% of all Americans aged 15 to 25 thinks that a brand page on Facebook is a credible source of information about the product. This indicates that such pages are no more credible to youngsters than advertising or than what a competitor would say about the brand. Does this remarkable result from an InSites Consulting survey imply that most companies overinvest in their presence on social media? “I don’t think so”, says Joeri Van den Bergh, Gen Y expert at InSites Consulting and author of ‘How Cool Brands Stay Hot’. It is mainly a good indication of the fact that this Generation Y is very much aware of a company’s marketing strategy. As youngsters attach a lot of importance to the opinion of their friends and of other users of a product or brand, companies should let those groups do the talking. When brands really use their social media socially by allowing feedback and conversations by regular consumers on their pages rather than by filling them themselves, that’s when they really become decent and useful marketing instruments. It is the only medium which allows open dialogue at no great expense. However, many companies keep using their pages too commercially and hope that that’s the way to get youngsters to think the brand is so cool that they will ‘Like’ anything which is posted on the page,” explains Van den Bergh. “But that’s not how it’s done. It’s all about creating compelling content together; stuff that is worth sharing in conversations with your friends.” 22% of US youngsters indicate that what regular consumers write on online forums and blogs is credible, as is what they are told by their friends about a brand or product (14%) and the opinion of other brand users (20%). This is their top 3 of most reliable sources. Youngsters think they are reliable and honest …yet they do sometimes pretend to be someone else Almost 9 out of 10 US youngsters (86%) claim they are honest and reliable. That is pretty much the case on a global scale, according to an InSites Consulting survey. The highest scores are in Romania (95%) and Brazil (94%), whereas Indian youngsters find themselves the least reliable and honest. Yet three quarters of Indian youngsters does think to be honest and reliable. Apart from that, 1 out of every 4 American youngsters sometimes pretends to be someone else. This happens when they are with people who enjoy a higher social status (26%), when flirting (17%), or when with their in-laws (19%). About 25% does not shy away from occasionally being less honest with a teacher or boss. No less than 28% of the youth also confesses presenting themselves more positively than reality when looking for a new job. A remarkable US result is that about 1 out of 6 youth pretends to be someone else around their parents, and 1 out of 10 sometimes does so with their own partner. But all-in all, the honesty of our youth is not badly off. “That is also an aspect of the Millennial generation”, says Joeri Van den Bergh. “Being loyal to yourself is their definition of authenticity. They expect that same honesty from the brands that they think are cool and that they buy. 1 out of every 3 US youngsters thinks authenticity is one of the main brand characteristics.” About the survey This press release’s facts and figures are based on a global research organised by InSites Consulting amongst 4,065 respondents aged 15 to 25 (Generation Y) in 16 countries: the USA, Brazil, Russia, India, China, the UK, Germany, France, Sweden, Denmark, Poland, Romania, Italy, Spain, the Netherlands and Belgium. The sample is representative for the Gen Y population of each country. http://www.insites-consulting.com/publications/the-truth-nothing-but-the-truth-by-generation-y-around-the-world/ How Cool Brands Stay Hot is about connecting with a new generation (Generation Y) which will determine the evolution of society and the consumer markets in the coming three decades. The book is based on five years of intensive market research, inspired by insights and case studies by MTV teams all over the world, and offers insights in the psychology and the behaviour of “the Millennials” as consumers. The book describes the five main characteristics of successful youth brands and will help companies to get in touch with this new generation of consumers by understanding their likes and dislikes. The book is interspersed with case studies and interviews with global marketing executives of international brands such as H&M, Coca-Cola, Levi’s, Nike, Nokia and Jack & Jones. It hands its readers creative ideas on how to position, develop and promote brands and how to make them relevant to Generation Y. More info and updates on http://www.howcoolbrandsstayhot.com End of 2012, the American Marketing Association Foundation (AMAF) announced ‘How Cool Brands Stay Hot: Branding to Generation Y’ as the winner of the 2012 Berry-AMA Book Prize for the best book in marketing. This award recognizes books whose innovative ideas have had significant impact on marketing and related fields and set the standard for excellence. Next to that, the book won the ‘Marketing Book of The Year’ award in 2011. A professional international jury nominated it as one of the 10 best of 2011. Afterwards 2,153 marketers from 85 countries named ‘How Cool Brands Stay Hot’ as best marketing book of the past year. More info on these awards on http://www.howcoolbrandsstayhot.com/awards/ Joeri Van den Bergh is author of the book How Cool Brands Stay Hot and co-founder of InSites Consulting, a global ‘new generation’ research agency with offices in the US, the UK, the Netherlands, Romania and Belgium. During his entire career he has focussed on research and marketing for children, teens and young adults. His customers include international brands such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, whom he did research for. He also advised them on how to approach the market of the youngsters. As author and contributor to numerous magazines he also gives lectures about marketing subjects all over the world. Follow Joeri on Twitter: @Joeri_InSites

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