Top 10 media trends in youth marketing

28/02/2011 More

TOP 10 медиа-трендов молодёжного маркетинга

We are presenting the third part of the report on youth marketing trends “Media: Paid to Earned Media”.

In the third part of the report the matter is about the choice between paid and earned media and about what the youth seek to and what the youth spend its attention at.

This material is prepared on the basis of report, published by the international network of youth marketing agencies Youth Research Partners. The report was finalized by Graham Brown, the director of Mobile Youth. The partner of the network in Ukraine is trendwatching agency InTrends.

Let us remind that the report consists of five parts and more than 343 slides. They display 50 key trends, appeared throughout the whole world during the last 10 years.

This material will help to look at the world by eyes of young people from different places of planet and to plan the right direction in making communication with youth audience.

In 2010, the earned media began to replace the paid one.

As an example of smart phones, you can see that they have spread among young people mostly due to the viral marketing, than due to direct impact of advertising.

Will marketing budgets follow this?

Paid MediaEarned Media
How do they apply to?Media buying; TV, print, radio, sponsorship, etc.This is what young people tell each other about your brand.
How can be they controlled?Through the selection of media, agencies, the brand’s message.They cannot be controlled. We can help them.
What is their life cycle?Short burst followed by a slow decrease.Like cooking on a low heat for the long term growth of the consumers.
How can they be limited?By the cost, the level of awareness, the number of clicks.By the indicators of recommendations and by propaganda.
What are the arguments against?They are built on the model of the narrative, imposing, dry awareness. The informationIt takes a long time before the results are occurred. Require a regular and a fast interaction

21. The attention Economy

Today’s young people in the process of maturation make a conscious decision what they want to consume, and this decision do not concern only aspects of purchasing of a variety of products, but also the fact what, whom, where and how they want to listen and to hear. That is, young people decide by themselves what is important and what is not, what is appropriate, and what they will not let into their life.

The classical marketing model wants young people to listen to what they are expected to be told.

For marketing expert his every promise and every idea created by him is important, for modern youth it is just a noise.

22. The Media Diet

We used to pursue the information as it there was hunger for the Information. We were not told much, and we were looking for a way to get the missing. Today, young people are overloaded with information and try to reduce its surplus.

Young people make a conscious choice, based on the recommendations of their friends. They trust friends more than media formats. Youth go on a media diet; they are getting more selective choosing media which lets into their life. Now, marketing experts should think about how to become appropriate in the youth space and how to get in the dietary ration of media nutrition.

23. “Gating”

95% of information which our brain gets just go into the hole.

To be worthy of the remaining 5%, you need to create your story about what really excites young consumers. And they are most concerned about themselves.

Young people do not wake up thinking about your brand. However, if the brand helps them to create a story in which they are the main characters, their attention and recognition will belong to you.

24. Trust in Paid Media

Today you can see which evolutional way classic media passed. At the first stage this was an opportunity to reach the audience and to talk about oneself. And it was believed!

Later, there was a need in some way to bribe your audience, whether it was empty promises or gifts. Doubts have been arisen here because not all expectations were met. Still later, the main task was to be distinguished by any cost, even by giving promises that were impossible to fulfill. Then consumers started to feel deceived, because they believed that they have bought something, they spent their money, their time, and they were deceived. Today the situation has been changed. Young people do not take offense to you, they just do not listen. And the promise of the «golden mountain» or a long and happy life provokes a smile, but not a hope.

25. The End of the “Big Idea”

Now the Era of “many -to- many” has come. Young people do not get their information from one source, it flows down to them from the different sides and it diverges in the different directions. Each user of social networks is a communication platform itself, which carries its own “Big Idea”, a vision of the world. Today, young people are more concerned with the “Big Idea” of his friend, not your product. But it does not mean that advertising is dying. It is gaining new shape. Young consumers want to communicate. So why not to give them this opportunity?

The time when the “Big Idea” was created from the top have passed. Today its creation should be shared with your customer. Become his friend, share with him his passion, and then he will be interested in you.

26. From Campaigns to Conversations

60% of young people prefer sleeping with their phones. Do we think we will be able to remove this connection with the help of a smart advertising campaign? As soon as the advertising campaign is over, there is something else that will capture their attention, and the whole work will be done in vain.

Any today’s news will be not new tomorrow. The building of relationships is a more complicated and long process, but it makes sure that tomorrow you will be not forgotten. All are tired with agitations, enticements, luring. You will be dealt with only if you will be trusted, and to gain the trust of young people is possible exclusively in a conversation with her.

27. The Rise of Earned Media

It is wrong to say that the generation has completely changed, but the attitude to brands has changed definitely. Now the price of attention is much higher, it cannot be bought in a familiar way. Now attention must be earned!

It is necessary to think about how our lives today are conditioned by a simple recommendation: starting with the choice of a bar or a restaurant and finishing with a book, a car or nappies. We hardly leave something to a chance. Thus, today, the effective “media” are communication that takes place right now in bars, universities and shops about your brand. 90% of these media are made by 10% of fans. Having built a proper dialogue with your fans, you will be able to reach other 90%.

28. The Lines of Influence

What consumers say is much more important than what comes out from the marketing department.

Today, earned media is inclined much to the direction of “Super influencers”, “Trendsetters,” which can become “Ambassadors” of your brand. These young people are 100 or 1000 times more powerful than ordinary consumers.

In the era of “many-to- many” the final aim is a creation of:

– Earned, but not paid media;

– Influence, rather than knowledge;

– Dialogue, but not agitations.

For the most influential media for people 16-35 years old stand other people 16-35 years old.

29. Advocacy

Today everything is coming to the fact that the level of recommendation becomes the most important indicator of the effectiveness of the advertising company. Nowadays it is more important than the level of awareness and even brand loyalty.

Many people will say that this figure cannot be measured effectively but it’s not true. There are a variety of ways. One of the most simple, besides, it is used in classical researches – this is a survey of respondents, where the question may sound like this: “Would you recommend this brand / product to your friend? ‘.

30. The End of “Social Media”?

Up till now an essential issue for many people is which media to use, social ones or traditional ones? But the fact is that the media have to be either “social,” or they cannot be named media. Media exist to spark a conversation, to expand contacts and to form opinions. 20 years ago, television, magazines and radio were the “rumor” which becomes Facebook and Twitter today.

As long as you perceive the “social media” as a secondary, you’re missing the opportunity of building a dialogue and this influences the quality of information transfer.


Network of Youth Research Partners was founded in 2008 and is a leader in research, analysis and marketing strategies focused on a young audience. At the moment, the network includes 20 companies, representing 21 countries on 4 continents.

InTrends is the first trendwatching specialized agency in Ukraine and a part of the IRS Group. The agency has been studying the trends and trendsetters, and organizes the communication through Ambassadors of brands.

You can see the report in presentation format at Intrends.   and voffa