July 06, 2015

Are Teens Ditching Social Media or Just Getting More Mobile?

April 15, 2013

If you’re a parent, “connecting” with your teen may seem like a joke. Teens are notoriously fickle and recent research from Piper Jaffray has found that social media networks from Facebook to YouTube may be falling out of favor.

Of course, these networks aren’t going to disappear overnight.. Social media has proven to be an excellent tool to reach most demographics and many companies use social media as a channel to connect with customers and generate leads.

However, Piper Jaffray’s research shows that mobile apps such as Wanelo, Vine and Snapchat took precedence over standard channels such as Facebook and Twitter.

Teens seem to be showing a shift toward apps that do not have the standard profile layout, opting for social media with simpler profiles and content-rich feeds. So what does this mean for the PR world?

PR, Gone Mobile

Knowing your audience is absolutely essential to PR. Targeting the wrong audience through inappropriate mediums can break an otherwise successful campaign. If your company is targeting teens and young adults, taking the plunge into apps may be more fruitful than your typical Facebook campaign.

As mentioned in last week’s post on Sephora’s marketing efforts, their innovative marketing through mobile apps has helped them remain a leader in their industry. This trend is also important to note for those not currently targeting teens – as they may be your company’s future audience.

But does this mean social media campaigns should be thrown out in favor mobile apps? Not by any means.

Social media connects companies with large audiences of people worldwide and allows for the personal connection consumers are looking for in a brand. As with any PR campaign, all avenues should be considered to figure out which is most appropriate for the company and the target audience. But, if your audience is primarily teens, the release of a mobile app may be the jolt your brand needs to keep its competitive edge.


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