SOCIAL SOUL SEARCHING: Teen Vogue’s survey “Seeing Social Through the Millennial Mindset” examines the social media proclivities of 1,074 members of the magazine’s readership, a U.S. sample aged 13 to 29. For Teen Vogue readers, different apps perform different functions. For example, Instagram builds awareness, Pinterest drives word of mouth, and both apps inspire transactions. “This is part of our ongoing research to help brands make the most of their marketing strategies,” Jason Wagenheim, the magazine’s publisher, said of the reason for undertaking the study. “So many people have come to us and said, ‘Just give us something social.’ We try to dive deeper.”

This story first appeared in the March 26, 2014 issue of WWD. Subscribe Today.

Not all social is created equal. “What you do on Facebook is not what you do on Twitter or Instagram,” Wagenheim said. “You should have very specific strategies and creative across each platform.”

Millennials use YouTube videos for how-to tutorials. Before they buy, they comparison shop, looking for additional product images on Pinterest. They then read reviews and recommendations on YouTube and, finally, check out sales and deals on Facebook. About one in four respondents, or 26 percent, have made a purchase directly from a social network and 47 percent would like the ability to buy directly off a social feed. Instagram is the number-one app, according to the survey. But Wagenheim pointed out, “there are a lot of emerging platforms out there with much smaller audiences, but really high-quality engagement. We’re helping marketers understand what platforms they need to use against what objective.”

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