Those trends no one talks about: Youth and data (1/3)

Today, younger generations are loyal to social media. They split their time between iconic one’s like Facebook, Instagram – and any new social app that entertains. Though, we still are confused when we talk about youth because we still see it as a merry mix.

Confusing the Gen-Y (born since 1980) with the Gen-Z (born since 1995) and what we could call the ‘post-alphabet-Gen’ is common. Yet, the younger generation is not simply “younger”.

And as the young follower of today will soon be the adult consumer of tomorrow; believe us. You’d better get to know him as soon as possible.

The youth : the data ace to play

The latest surveys confirm that 73% of the 14-24 years-old buy upon social media referrals. No wonder why so many brands are inquiring which social platform to invest in next. They usually focus on Snapchat or the uprising Tik-Tok.

Though, the problem lies deeper than the right pick of a platform. It is generational.

The child who was born with the Internet is truly different from the one who was born with the golden age of sponsored content. This child is not only a mere ‘digital native’ anymore. It knows its digital presence is worth a lot to brands; and current numbers are confirming it.

In 2020, 86% of young Americans claim they would agree to post sponsored content. 58% already wish they would grow an influencer career soon enough.

Let’s face it. The majority of today’s youth knows its digital worth… but also their data’s worth.

 

Data: a new leverage for young followers

In 2020, 30% of the Internet users worldwide has an adblocker installed. They are used to passing quickly on any pop-up that creates friction between them and the content they wish to check out, regarding the GDPR (General Data Protection Regulation) or not.

Youtube is therefore one of the many platforms that has built its premium service based on this dislike for awaitance. To be served with a better experience in terms of entertainment and security, you would have to pay. If your gain, in the deal, is obvious, brands can be struggling to let go off the opportunities to collect precious data. This data is now worth more than some few mensual payments.

Yet, younger generations are surprisingly ready to give up their data if they are offered something in return (a better service or a money counterpart).

In exchange for unlimited access to their phone data through VPN (Virtual Private Network),

Facebook was, for a time, happy to wire teenagers (from 13 to 17 years-old) 18$/month

Yet, the legislation is evolving to protect users and youngsters better.

2019 is the year that the Federal Trade Commission sentenced Youtube a fine of 170 million dollars. The platform had, in fact, collected private data regarding children under age 13. As a result, any advertised content upon any video categorized ‘for kids’ has been banned. Most of these videos have indeed been demonetized.

 

Minors : tomorrow’s major influencers are to watch from afar

We know that you know. The presence of an underaged audience on socials is nothing new. Yet, the daily search for new products to support or content to share is. This is the reason why today’s kids are so eager to create photos, videos – on their own or as a family. What they are doing is building communities as well as ever-renewed practices.

Beware, tomorrow’s influencers start building their career now. So, look out for novelty in the creators’ and minors’ rights. These rules are changing too. 

 

Finally

Today’s youth is building a colossal habit of social following. As this phenomenon has more and more impact over brands’ strategy, the legal world evolves too.

Dear brands, our advice for you is to stay aware. Resist to fads and pressure upon gathering data. Your carefulness will lead to trust which is a precious word is business.

If you want to know more about influence, please contact us.

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