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Study: Why Millennials will and won’t follow your brand online

Millennials are drawn to brands on different social networks, expecting a different outcome based on which social media outlet they’ve connected on.

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millennials and social media

What Millennials expect from you online

Many people think that all mediums of social media are used for the same purpose. While the general idea of connectedness and communication are the glue, the execution of use is what sets Facebook, Twitter, and Pinterest apart from one another.

The use of these three websites is primarily seen through the eyes of Millennials, especially since they make up most of the overall social media usage. And it may surprise some to learn that the way us Millennials support brands differ from medium to medium.

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Research conducted at the University of Massachusetts Dartmouth Center determined the numbers of how Millennials show brand support on social media. The major takeaway from the research is that they use Facebook to show general support for the brand, Twitter to receive special offers and coupons, and Pinterest to gain ideas and inspiration.

Reasons Millennials follow brands

The breakdown, titled “Reasons That US Millennial Internet Users Follow a Brand/Company on Facebook, Twitter, or Pinterest, Fall 2014”, found percentages in ten categories.

  • “For support of the brand” was 84 percent Facebook, 78 percent Twitter, and 70 percent Pinterest.
  • “To receive regular updates from brands” was 83 percent Facebook, 47 percent Twitter, and no data was posted for Pinterest.
  • “To get a coupon or a discount” was 66 percent Facebook, 85 percent Twitter, and 41 percent Pinterest.
  • “To research brands when I was looking for specific products/services” was 40 percent Facebook, 34 percent Twitter, and 67 percent Pinterest.
  • “To share my interest/lifestyle with others” was 40 percent Facebook, 35 percent Twitter, and 76 percent Pinterest.
  • “To participate in contents” was 37 percent for both Facebook and Twitter, and 27 percent for Pinterest.
  • “Seeing my friends are already a fan, follower or have a board” was 36 percent Facebook, 28 percent Twitter, and 36 percent Pinterest.
  • “Someone recommended me to “like,” follow or pin the brand” was 31 percent Facebook, 21 percent Twitter, and 29 percent Pinterest.
  • “A brand ad on TV, online or in print led me to “like” the brand” was 28 percent Facebook, 25 percent Twitter, and 21 percent Pinterest.
  • “To share my personal good experiences” was 26 percent Facebook, 23 percent Twitter, and 38 percent Pinterest.
  • Lastly, the “other” category for non-listed reasons for following a brand was three percent Facebook, nine percent Twitter, and 11 percent Pinterest.

The study also looked at the differences in spending within the three mediums. It was found that purchases made due to seeing something on Twitter was less than the other two sites, which correlates with idea of following a brand on Twitter for coupons.

As a younger Millennial, here are my thoughts:

As a Millennial, I can attest to the fact that Facebook is generally used for support, Twitter follows of brands are in search of a deal, and Pinterest is for ideas.

Also, following brands on Facebook and Pinterest does not relate to your friends or followers, whereas following too many brands on Twitter will throw off your following-to-follower ratio, which is of great concern to some people. The study above is right on with how I’ve witnessed people my age using social media.

Staff Writer, Taylor Leddin is a publicist and freelance writer for a number of national outlets. She was featured on Thrive Global as a successful woman in journalism, and is the editor-in-chief of The Tidbit. Taylor resides in Chicago and has a Bachelor in Communication Studies from Illinois State University.

Social Media

Why Trump’s lawsuit against social media still matters

(SOCIAL MEDIA) Former President Trump snagged headlines for suing every large social media platform, and it has gone quiet, but it still deeply matters.

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It was splashed across headlines everywhere in July: Former President Trump filed a lawsuit against social media platforms that he claims unrightfully banned him during and after the fallout of the January 6th capitol riots. The headlines ran for about a week or so and then fell off the radar as other, fresher, just-as-juicy news headlines captured the media’s eye.

Many of us were left wondering what that was all about and if anything ever became of it. For even more of us, it probably passed out of our minds completely. Lack of public awareness for these things is common after the initial media blitz fades.

Lawsuits like these in the US can take months, if not years between newsworthy milestones. The most recent news I could find as of this publishing is from August 24, 2021, on Yahoo! News from the Washington Examiner discussing the Trump camp’s request for a preliminary injunction in the lawsuit.

This particular suit shouldn’t be left to fade from memory in the shadows though, and here’s why:

In the past few years, world powers have been reigning in regulations on social media and internet commerce. The US is actually a little behind the curve. Trump may have unwittingly given us a source of momentum to get with the times.

In the European Union, they have the General Data Protection Regulation (GDPR), widely acknowledged to be one of the toughest and most thorough privacy laws in the world, a bold title. China just passed its own pair of laws in the past four months: The Data Security Law, which took effect on Sept. 1, and The Personal Information Law, set to take effect November 1st. The pair is poised to give the GDPR a run for its money for that title.

Meanwhile, in the US, Congress has been occupied with other things and, while there are five bills that took aim at tech monopoly currently on the table and a few CEOs had to answer some questions, little actual movement or progress has been made on making similar privacy protections a thing in the United States.

Trump’s lawsuit, while labeled by many as a toothless public relations move, may actually create momentum needed to push regulation of tech and social media forward in the US. The merits of the case are weak and ultimately the legislation that would give it teeth doesn’t exist yet.

You can’t hold tech companies accountable to a standard that doesn’t properly exist in law.

However, high profile attention and someone willing to continue to make noise and bring attention back to the subject, one of Trump’s strongest talents, could be “just what the doctor ordered” to inspire Congress to make internet user rights and data privacy a priority in the US, finally.

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Social Media

Even solopreneurs are doing live commerce online – it’s not just QVC’s game anymore

(SOCIAL MEDIA) When you think of watching a show and buying things in real time, it invokes thoughts of QVC, but social media video has changed all that.

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After the year everyone has had, one wouldn’t be remiss in thinking that humanity wants a break from live streaming. They would, however, be wrong: Live online commerce – a method of conversion first normalized in China – is the next evolution of the ubiquitous e-commerce experience, which means it’s something you’ll want on your radar.

Chinese company, Alibaba first live streamed on an e-commerce site in 2016, allowing buyers to watch, interact with, and buy from sellers from the comfort of their homes. In 2020, that same strategy netted Alibaba $7.5 billion in presale revenue – and it only took 30 minutes, according to McKinsey Digital.

But, though western audiences have proven a desire to be just as involved with sellers during the buying process, live commerce hasn’t taken off here the way it has elsewhere. If e-commerce merchants want to maximize their returns in the next few years, that needs to change.

McKinsey Digital points out a couple of different benefits for organizations using live commerce, the main one being an influx in traffic. Live streaming events break the buying experience mold, and consumers love being surprised. You can expect that prospective buyers who wouldn’t necessarily visit your store under normal circumstances would find value in attending a live event.

Live events also keep people on your site for longer, resulting in richer conversion opportunities.

The sense of urgency inherent in in-person shopping doesn’t always translate to online markets, but having a stream showing decreasing inventory or limited-availability items being sold inspires people to act expeditiously rather than sitting on a loaded cart–something that can kill an e-commerce conversion as quickly as it starts one.

There are a ton of different ways to incorporate live events into your e-commerce campaigns. Virtual auctions are popular, as are markets in which individual sellers take buyers through inventory. However, the live event could be tangentially related–or even just something impressive running in parallel with the sale–and still bring in a swell of revenue.

Screen fatigue is real, and there isn’t a true substitute for a brick-and-mortar experience when done correctly. But if you have an e-commerce shop that isn’t utilizing some form of live entertainment–even just to bring in new buyers–you’re going to want to try this strategy soon.

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Social Media

LinkedIn is nixing Stories this month (LinkedIn had Stories!?)

(SOCIAL MEDIA) LinkedIn tried to be like the cool kids and launched “Stories,” but the video feature is being shelved and “reimagined.” Ok.

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Creating the next big thing is essential for social networks to stay relevant, continue growing, and avoid shutting down. Sometimes, this leads to businesses trying to ride along with the success of another app’s latest feature and creating their cloned version. While the logic of recreating something already working makes sense, the results aren’t universal.

This time around, LinkedIn is saying goodbye to its short-lived Snapchat-like video product, Stories. In a company post, LinkedIn says it’s removing its Stories experience by the end of September.

Why is LinkedIn retiring Stories?

According to a post by Senior Director of Product at LinkedIn Liz Li, “[LinkedIn] introduced Stories last year as a fun and casual way to share quick video updates.”

After some testing and feedback, they learned this is not what users wanted. Seems like they could have beta tested with users and heard the same thing, but I digress.

“In developing Stories, we assumed people wouldn’t want informal videos attached to their profile, and that ephemerality would reduce barriers that people feel about posting. Turns out, you want to create lasting videos that tell your professional story in a more personal way and that showcase both your personality and expertise,” said Li.

What does this mean for users?

Starting on September 30, 2021, users will no longer be able to create Stories for Pages. If you’ve already planned to have an image or video ads run in-between Stories, they will now appear on the LinkedIn feed instead. For those who used Campaign Manager to promote or sponsor a Story directly from your Page, the company says “these paid Stories will not appear in the LinkedIn feed”, and the user will need to recreate the ad in Campaign Manager.

What’s next for LinkedIn?

According to Li, LinkedIn is taking what it learned from its finding to “evolve the Stories format into a reimagined video experience across LinkedIn that’s even richer and more conversational.” It plans on doing so by using mixed media and the creative tools of Stories.

“As we reimagine what is next, we’re focusing on how we can provide you with a short-form, rich interactive video format that is unique to our platform and that better helps you reach and engage your audiences on LinkedIn. We’re always excited to try out new things and learn as we go, and will continue to share updates along the way,” the company said.

Although Stories didn’t work well for LinkedIn as they hoped, one thing is for sure. LinkedIn isn’t giving up on some form of interactive video, and we can only hope they “reimagine” something unique that keeps users coming back for more.

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