Weekly Recap - November 17, 2017

It's science. Spreading kindness improves your well-being. Kind, kinder and kindest. This Chrome extension lets you moderate your social media. Gens X, Y and Z love giving back. Not surprisingly, this new donor base turns to social media for charitable content.

DETAILS, Please

On World Kindness Day, this organization put up walls to spread love. That might sound contradictory. Let's put it this way—these walls are essentially murals that encourage people to put kind words out into the world.

Lionsgate's Chrome extension turns negativity to positivity. #ChooseKind. The tool uses machine learning to spot offensive content and put a banner with a more positive message over it.

'Tis the donation season. We're bringing up transparency again. Donors want to be sure their money will actually make it to the people who need it. Go figure.

Meanwhile, back at the RANCH

Talk finance to me: how to market your financial brand to women. Marketing is not a one size fits all proposition. Especially when it comes to financial services. According to a 2013 Allianz survey, 54 percent of women believe that the financial services industry is geared toward men.

Looking for Millennials? Seeking marketing magic? Hit the library. Ask a Millennial to explain the sharing economy and she'll tell you about Uber, Airbnb and TaskRabbit. Ask a Mature, and she'll show you her library card.

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

SHARING is CARING

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Looking for Millennials? Seeking marketing magic? Hit the library.

Looking for Millennials? Looking for marketing magic? Hit the library.

Ask a Millennial to explain the sharing economy and she'll tell you about Uber, Airbnb and TaskRabbit. Ask a Mature, and she'll show you her library card.

Libraries have been around since Benjamin Franklin was flying a kite. Franklin and friends founded what may have been the first library in the U.S. in 1731. It wasn't open to the public, but members could borrow books.

It's no small feat that libraries have survived nearly three centuries of human ingenuity and restlessness. In the last century alone, they've survived broadcast radio, motion pictures, TV, cable, VCRs, personal computers and the Internet. Not to mention the Great Depression and the Great Recession.

How? They've quietly adapted and innovated along the way to maintain relevance. They've added meetings rooms, community rooms, galleries, seminars, reading clubs and children's story times. They added hardware, software and Wi-Fi. The unassuming masters of marketing aren't timid about thinking way outside the box—even if it means cracking open a toolbox, casting a line or taking a pulse.

Check out what's new at the library.

At the Free Library of Philadelphia, residents can now borrow blood pressure monitors and digital food scales for a three-week lending period. The items are part of the library's new Health Lending collection, which includes books on health conditions to exercise DVDs and cookbooks in various languages. The initiative also features hands-on lessons with a registered dietitian.

In a Pew Charitable Trust 2012 study, researchers discovered that a third of Philadelphia library visitors in a prior year visited specifically for health information. "We want to reach those folks where they are," said Dr. Carolyn Cannuscio, head of the Healthy Library Initiative.

At the Ann Arbor District Library, residents can check out everything from art prints and art tools to home tools, music tools and telescopes. Peruse the "Unusual Stuff to Borrow" aisle for more.

In North Haven, Conn., library goers can check out nearly 304 different kinds of cake pans. In Grand Rapids, Minn., community members can rent fishing rods and tackle. The Northern Onondoga Public Library will also lend you a robot, bike pump or kilowatt meter. Stuck at the library without an umbrella? Yep, you can borrow that too.

Libraries have even found a way to attract Millennials.

According to a recent Pew Research Center survey, more than half of Millennials say they used a public library or bookmobile in the last 12 months. That's more than any other adult generation. Nearly half of all adults (46 percent) say they used a public library or bookmobile in the same period, a share that has remained steady since the previous studies.

Beyond the generational difference, women are more likely than men, college grads are and parents of minor children are more likely than non-parents to say they've visited a public library in the last year.

Chances are, these are the very audiences your brand is desperately seeking. Whether you're looking for market research or a marketing partner, a library may be a great place to start. For a steady diet of trends and insights, subscribe to the Brogan Weekly Recap.

Talk finance to me: how to market your financial brand to women.

Marketing is not a one size fits all proposition. Especially when it comes to financial services. According to a 2013 Allianz survey, 54 percent of women believe that the financial services industry is geared toward men. While this data is a little dated, this perception has not really changed all that much. According to CEB Iconoculture research, there is a 12 percent gap between men and women that own stock. There is still a gender disparity at play.

How can this still be, if women across generations tend to take the lead on family investments?

(Source: CEB Iconoculture Research)

Let's take a look at the contributing factors...

  • Disruption in income: Perhaps your income is supporting your child care fees? Saving for a house? Saving for your children's higher education? All occurrences disrupt income.
  • Earning less: Yes, it is 2017 and women are still not making the same wages as men. That said, less income means less investment opportunities.  
  • Impact of caregiving: Caring for aging parents is becoming yet another role women are taking on, even while they still work. Some women are taking part time jobs to care for family members during the other hours of the day.
  • Shifts in marital status: Divorce and division of assets in and of itself is a contributing factor that affects women's financial status.
  • Living longer: Women are living longer than expected, so they are financing their expenses longer as well.

Approach at your own risk.

According to CEB Iconoculture research, men and women are motivated by different values when it comes to taking financial risks. Per their data, men are motivated by a confidence challenge, which explains the 12 percent gap in stock ownership compared to their female counterparts. In contrast, when it comes to risk taking with finances, women are motivated by the consequences, security, learning more about the risk and trusting the institution they are receiving advice or investing in. For women, the number one priority is financial security.

You know what they say, "when you assume, you make an..."

It has been assumed that women lack confidence, are financially fragile and reluctant to trust. Instead, women want marketers to know that they are aware and calculating their risks. They are seeking financial stability by setting a higher bar for themselves, but they are also swayed by solutions to achieve their goals.

When opportunity knocks.

It may seem silly, but marketers should know...

  • Don't market to women like they are men
  • Don't market to women with risks

But...

  • Do market to life stages: buying car/house, saving for children's higher education, home improvements and leaving an inheritance for the family.
  • Do offer expertise on financial needs: Save for unexpected expense/vacation, pay down debt, invest in retirement
  • Do offer the pros of investing

For more on Financial Trends, subscribe to our Marketing Statement – a quarterly account of industry insights.

How alcohol is influencing shoppers online and off.

How alcohol is influencing shoppers online and off.

I'm wearing a scarlet sweater today. It's the one I bought when I'd had one too many glasses of cabernet to care much about a budget. Ultimately, it was a good call—on sale, good fit, timeless. I wish I could say the same for the three pairs of jeggings and hombre sweater that I also bought when my guard was otherwise compromised.

I wasn't actually shopping when the incident occurred. In other words, I didn't tipsy shop intentionally. I was binge watching a drama when the clothing found me. True, I had flirted with the sweater once or twice before, even checked on the size and perused a couple reviews. But it hadn't made it to my cart. I'd forgotten all about it; but it didn't forget about me.

The retargeted digital unit found me at just the right time. (On an overstuffed chair, wrapped in a fleece blanket, wallet nearby, comfortably buzzed.) For months, I thought I was alone in my shame until I discovered that drunk online shopping is a thing.

A third of Americans admit to having shopped while under the influence, according to the Finder.com survey. The average spend is $206, just a little south of my spree. Millennials and Xers are the biggest offenders, 39 percent and 36 percent respectively, with Boomers representing 18 percent of sip and click shoppers.

It's a potent cocktail—with equal parts convenience and abandon. Online merchants are more than happy to oblige. Business booms Fridays after 2 a.m. at fashion commerce sites like Lyst and Racked, with sales increasing as much as 48 percent.

Brick and mortar stores want in on the action, serving alcohol in hopes of luring more customers' offline and into their shops.

Whole Foods has been pouring craft beer and wine at select stores since 2010.  "People like to get a glass of beer and make their shopping experience a little more relaxed," said Mary Ann Nisley, the store marketer of a Whole Foods in Ann Arbor when the store began serving alcohol in 2014.

Target sidled up to the bar, albeit briefly, when a Starbucks roommate at its Streeterville, Ill., location sold beer and wine as part of its short-lived “Evenings” program. The anticipation started building as soon as Target applied for a liquor license. "Target wants to make you a cocktail while you shop," reported delish.com. "A Chicago Target store could serve liquor when it opens in October," teased USA Today.

Retailers say they're not plying on alcohol to prey on consumers; that it has nothing to do with lowering inhibitions to boost sales. They're just trying to keep things interesting for consumers, and to stand out in a competitive market. "We want our customers to enjoy their shopping experience," Nisley told mlive.com.

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5 tips teens can teach your brand about social media success.

Teens are the true CEOs of social media. They decide the rules, they set the trends and they have the power to turn Average Joes into stars overnight.

The young generation that was born into the social media revolution now seems to hold all the cards–whether they mean to or not. With nothing more than an iPhone and some creativity, they’ve been able to outdo brands with million-dollar marketing budgets and even turn social media into careers.

But the question remains: what do teens know that brands don’t? How are these young minds able to outperform even the savviest social media teams? 

Take note of these five tips from teens:

1.   Quality followers can be better than quantity

While brands or products with large followings certainly gain credibility with consumers, the sheer number of followers your brand has isn’t the only thing that matters. In fact, sometimes having a collection of quality followers who will like, comment and share your content could work harder for your business and your bottom line.

When “Damn Daniel” videos became an internet sensation for example, it wasn’t because hundreds of thousands of people followed the high school pair’s content. It was because their tight-knit group of followers engaged with the content at unprecedented levels and shared it with their friends (who shared it with their friends, and so on).

In the same way, brands should strive to attract quality followers who are actively interested in their content and will positively react to it.

2.   A little appreciation goes a long way

How often do you engage with your audience on social media? How frequently do you thank them for following you? Teens–especially social media influencers–make a habit of it. And followers love it.

For brands, showing appreciation doesn’t mean writing sappy or emotional posts once a month. But making small gestures of gratitude, such as liking comments and responding to individuals in the comments section, could do a lot for the favorability of your brand.

3.   Stay ahead of the curve

When new social media trends hit the scene, teens are typically the first ones to jump on board. Understandably, brands often lag behind–either for lack of knowing about the new trend, or for fearing of trying it. But in the amount of time it takes for brands to get up to speed, the trend could be long gone or wildly overused.

While your brand doesn’t have to be quite as daring as teens are, you should at least keep an open mind. Try a trend right when you see it (as long as it aligns with your brand and your voice). Explore a new platform, use popular buzzwords or be the first among your competitors to give a trend a go.

4.   Learn to collaborate

One of the secrets teens use to grow their accounts is collaborating with their friends and other popular influencers. The reason these partnerships are so successful is that teens aren’t collaborating simply to gain followers–they’re collaborating in order to create unique content and have fun.

Brands, too, have benefited from these collaborations. Companies like GoPro & Red Bull, BMW & Louis Vuitton, and McDonald’s & Hello Kitty have leveraged the power of collaboration to generate publicity and increase favorability among their respective brands.

Whether it’s with another company, an individual or a nonprofit, well-executed collaborations could do your brand a world of good. Hint: joint live streams and giveaways are great places to start.  

5.   Don’t go dark

One of the most important social media lessons you can learn from teens is to post frequently and consistently across all channels. The majority of top teen accounts post at least once a day, and even those who don’t are expected to post great content on a regular basis. While it’s important to find a balance for your brand, the lesson here is not to go dark. Posting content regularly will create repeat visitors, and repeat visitors will help your social media presence thrive.

The next time you post, keep these tips in mind and don’t overthink. Few teenagers do, and their content consistently reigns supreme.

Looking for more tips to enhance your brand’s social channels? Download our free Social Media Guide.

Customer loyalty is a long, winding road. Ask a banker.

Customer loyalty is a long, winding road. Ask a banker.

Bank customers of all ages want financial tech and branches, too. This according to the ForeSee Experience Index (FXI): 2017 Banking Report (and the construction of new branches everywhere).

To discover how customers bank today, the ForeSee followed 4,000 consumers along the journey to a new account. While most (61 percent) began the process digitally—desktop and mobile—nearly as many (58 percent) ended up in a branch. Not surprisingly, older consumers skew more brick and mortar while Millennials and Gen We tend to prefer digital experiences.

The report also indicates that Gen We bank customers are not as loyal as their elders. More than a quarter of young consumers said they would change banks if it were easier. In fact, one-fifth said they had changed banks at least once already. Other key findings:

  • Overall, 53 percent of consumers said they want more financial tech services from their primary banking institution (national bank, regional bank or credit union).
  • Younger consumers are the most interested in financial tech—76 percent of Gen We and 70 percent of Millennials. Still, nearly half of consumers want access to branch locations.
  • 21 percent of consumers feel stuck with their institution. They don’t leave because they’re entangled in e-payment relationships.
  • Just 38 percent would definitely consider their primary institution when looking for new services.

Credit unions fared better than national banks and regional banks across channels—desktop, mobile, app, contact center and chat—but by slim margins. There’s room for improvement across the consumer journey, across the industry. Begin with the end in mind.

Better customer satisfaction starts with better measurement and accountability.

Foresee includes great ideas in its report to improve the customer experience in branch, online and over the phone. Among them are metrics, champions and metrics (again). These tactics must be grounded in an overall, system-wide shared commitment to service excellence. This commitment should be apparent in the strategic and operational plans and included in employee evaluations and benefits.

When developing metrics, start big and refine as needed. Your consumer journey involves many channels, but it’s not terribly complicated. Start with the assorted touchpoints—web, mobile, app, call center, etc.—and flesh out the various ways that your consumers connect and traverse across these touchpoints. Think like your customer along the way, noting the pain points that matter most (site speed and downtime, teller lines, follow through, etc.). 

Identify champions for each primary channel, encouraging them to lean on primary and secondary research for guidance. Reaching out to vendors and peers is also helpful. For example, if an agency manages your website, ask them for suggestions to measure success. Building omnichannel excellence takes a village.

Set a benchmark and track performance regularly, sharing successes and learning from challenges. Consider incentives to motivate stellar front-line performance. An online shoe company invites shoppers to rate their experience with sales reps and rewards excellent reviews with coffee, lunch or product. What’s more, the customer gets to choose the reward. Meanwhile, the company has real-time data to act upon to ensure customer satisfaction.

Want more marketing insights about the financial services market? Subscribe to our free, quarterly Marketing Statement.

Weekly Recap - October 20, 2017

No need to leave the app. Facebook now has an “Order Food” option. You might’ve guessed it – Snapchat is the number one social media app in teens’ eyes. People from 194 countries participated in this game of “would you rather.” 9GAG used their responses to bust myths about Millennials in their black paper. New data alert! Nielsen will now measure and publicly share Netflix ratings data.

DETAILS, Please

You can now order food on Facebook without leaving the app. Delivery just got even easier. Facebook tests an “Order Food” feature on both desktop and mobile.

Snapchat is teens’ favorite social app. Snapchat continues to gain popularity among teens despite copycat features from Facebook and Instagram. Check out other teen favorites from this annual “Taking Stock With Teens” report.

What Millennials value most in their lives, careers and personal tech. In two weeks, 9GAG’s survey received nearly 135,000 responses. This “would you rather” questionnaire can tell marketers more about Millennials than you might expect.

Nielsen will share ratings for Netflix shows. Netflix isn’t thrilled about it, but the rest of us have wanted to see this data for years. Nielsen will expand the offering to Hulu and Amazon next year.

Meanwhile, back at the RANCH

How dentists can build business with content, counsel. People aren't just researching health-related issues; they're making decisions about their healthcare services and products because of online brand content.

At-home DNA kits help consumers take control of their health. Did you know you were Scottish? Or Western Asian? Or that you have a third cousin who lives just a couple of towns away? Well, now you might–all thanks to the DNA kit boom.

THE Topic of conversation

Communicating with Visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

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At-home DNA kits help consumers take control of their health.

At-home DNA kits help consumers take control of their health.

Did you know you were Scottish? Or Western Asian? Or that you have a third cousin who lives just a couple of towns away? Well, now you might–all thanks to the DNA kit boom.

In recent years, companies like Ancestry and 23andMe have been bringing shock and awe to the masses with at-home kits that track genetic ancestry. With the help of a simple saliva test, consumers can put science and hard data behind their geographic origin, rather than simply speculating about their family history.

Celebrities have made tracing family trees popular on TLC’s hit show Who Do You Think You Are, now on its ninth season. And touching videos like this one from Momondo have sparked an emotional connection and compelled thousands more to get behind the DNA kit craze. 

Yet, with the ease and accessibility of at-home testing kits, tracing ancestry is simply the beginning. This April, the FDA approved 23andMe’s personal genetic kits as a test for 10 diseases (including Parkinson’s, Alzheimer’s and some rare blood diseases). With the same at-home saliva kit, consumers can have their genome analyzed and check their predisposition for a collection of diseases.

23andMe explains, “DNA kits help analyze the human genome. Human DNA is about 99.5 percent identical from person to person. However, there are small differences (called variants) that make each person unique.” By analyzing these variants, DNA kits can link individuals to certain geographical regions, health conditions, traits, ancestral groups and more.

Do-it-yourself testing is quickly becoming more than a fad–it’s becoming a movement. By the year 2020, it’s estimated that the world’s consumer genetic testing market will rise to a staggering $340 million. At-home kits are shaking up the healthcare industry by giving consumers the power to potentially “know” before (or without) seeing a physician. And they’re shifting consumers’ traditional, backseat approach by helping them think proactively rather than reactively about health.

While there is still a deal of controversy surrounding the accuracy of tests and the conclusiveness of results, many consumers are enthusiastically embracing the trend.

Just last month, the Baltimore Ravens opted to give free, on-site DNA tests as game giveaways to their 55,000+ fans instead of the standard t-shirt or water bottle. Although the giveaway was postponed due to complications with Maryland law, it’s clear that the popularity of such kits continues to grow at mass rates.

So, what does this mean for the future of the healthcare industry? Could direct-to-consumer healthcare be on the horizon?

Only time–and maybe some more testing–will tell.

Looking for more healthcare news, insights and best practices? Subscribe to our Healthcare Checkup.

Weekly Recap - October 13, 2017

#Sponsored? The FTC wants disclosures on paid content from social media influencers. All your favorite apps are coming together. Snapchat partners with other big names to give us more location information. Now that’s customer service! Watch brand calls thousands of customers to personally apologize. Is Amazon’s ad business threatening Facebook and Google? Research from Catalyst suggests it might be.

DETAILS, Please

What marketers should know about the FTC’s crackdown on influencer-driven social media. Some influencers aren’t happy with these requirements. Check out the FTC’s recommended hashtags for paid content.

Snapchat Context Cards will bring a lot more information to snaps. Swipe up for more. The social media giant teamed up with other big brands, including TripAdvisor, Lyft and OpenTable, to bring about this new feature.

This brand is calling 17,819 customers to personally apologize. It may be a publicity stunt, but it’s still good customer service. Here’s why Filippo Loreti is calling so many of its customers.

63 percent of Amazon advertisers plan to increase spending over the next year. Amazon’s shopper data could be too good to pass up. More brands are planning to up their Amazon advertising budgets than their Google and Facebook advertising budgets.

Meanwhile, back at the RANCH

Bars now serving virtual reality to attract Millennials. VR is popping up across markets from healthcare to travel. Now it’s creeping into nightlife as clubs and bars attempt to attract a waning Millennial market.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

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Bars now serving virtual reality to attract Millennials.

Bars now serving virtual reality to attract Millennials.

Virtual reality (VR) is popping up across markets from healthcare to travel. Now it’s creeping into nightlife as clubs and bars attempt to attract a waning Millennial market.

The VR tactics are varied, from VR gaming in a bar setting to part of the drinking experience itself. The MGM Grand offers an immersive VR gaming course at its Level Up bar. Powered by Zero Latency, up to eight players are transported simultaneously to an immersive universe at an epic scale where “exciting, social adventures await.” Players compete and fight the undead and killer robots over topsy turvey pathways.

Bacardi and Virgin Atlantic collaborated to create an “Immersive Digital 360 Drinks Experience” at Virgin Clubhouses. Users are invited to visit premier bars around the world while waiting for a flight.  Imagine ordering a fennel cocktail at La Guardia, putting on a pair of VR goggles and watching a mixologist at the Walker Inn in Los Angeles mix it up. By the time your two-minute VR experience concludes, your trendy drink is waiting for you IRL.

Brooklyn is also on top of the trend with a VR arcade, appropriately named VRBAR. This venue seems to focus more on the number of different gaming journeys one can take and less on the drinking aspect. VRBAR offers over 15 different experiences, from painting a masterpiece to climbing Mount Everest.

Brogan & Partners recently produced a VR spot for our client, the Michigan Office of Highway Safety Planning targeted at the nightlife inclined. The short film encourages people to “Do a 360” before heading out, using designated drivers, rideshares and other safe options to drink responsibly.

The interactive video can be found at www.michigan.gov/360.

“The Office of Highway Safety Planning works hard to stay ahead of the curve when it comes to communicating about how we can reduce drunk driving by encouraging people, especially young adults, to make a plan to get home safely,” said Michael L. Prince, OHSP director. “By asking people to ‘Do a 360’ we hope to bring a unique perspective to the issue of drunk driving and encourage people to make the right decision by finding a safe ride home.”

VR is an experience. It can help take your brand story or campaign to a new level, adding emotional depth and increased consumer motivation. It has tremendous possibility across many markets. Where will it take your brand?

Weekly Recap - October 6, 2017

Instagram for the win, again. Here’s why your brand should be using the app. Giant balloon dogs and more. Snapchat continues to ramp up its AR efforts. Avoid a 25 minute advertisement. Brands navigate producing podcasts without overdoing the self-promotion. Marketing to Millennials? It’s no secret that Millennials love Facebook and Netflix, but some other names on this list may surprise you.

DETAILS, Please

80 percent of Instagram users voluntarily connect with a brand on the platform. Instagram wants to bring users closer to the things that matter to them. Check out how the social media giant has redefined what brands’ relationships with consumers look like.

Snapchat and artist Jeff Koons create augmented reality lenses. Building on the success of the app’s dancing hot dog, Snapchat wants to inspire young people everywhere to create with their cameras. Warner Bros. and Bud Light are the first brands to join the fun.

Blue Apron launches its own podcast. While building a lifestyle brand, Blue Apron sees the podcast as a way to deepen its relationship with customers. Microsoft, eBay and Tinder have already created their own content in this arena.

Top 10 Millennial brands of 2017. We’ve said it before, and we’ll say it again. Millennials want convenience and value from brands. Check out which brands are delivering just that.

Meanwhile, back at the RANCH

Gen We expects more from brands on social media. Just when your brand had figured out Millennial social media habits, Gen We comes of age and everything changes. For these tech natives, social media is as much a part of the conversation as IRL.

THE Topic of conversation

Millennials. Discover who Millennials are, why it’s important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper “8 Rules of Marketing to Millennials.”

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Gen We expects more from brands on social media.

Like older cohorts Gen We is active on social media, but they have higher expectations for brands in the digital space.

Just when your brand had figured out Millennial social media habits, Gen We comes of age and everything changes. For these tech natives, social media is as much a part of the conversation as IRL.  

Brands that miss this important new social reality risk becoming obsolete. Smart brands respect the social code and open up better ways to connect with Gen We, according to CEB Iconoculture research.

So, what makes Gen We consumers so different than Millennials when it comes to social media?

Well, Millennial teens grew up with Myspace and Facebook, with 55 percent adopting social media in 2007 (Pew, 2007). They shared personal stats and details, poked, and followed friends via news feed. They used bumper stickers and liked for hours. The focus was show and tell.

Meanwhile, Gen We teens had Facebook AND Instagram, Snapchat, Pinterest and Twitter, too—unique channels to share activities, thoughts, emotions and aspirations. They weren’t limited by a single reaction. To add color and depth to their content, they used video, memes, filters and tags. When they share, they’re starting a conversation and expect feedback, a dialog.

Per CEB Iconoculture, if the Millennial teen online presence was a profile—a static, one-to-many style of self-presentation—then Gen We teens’ online presence is a persona—a dynamic self-presentation emerging from the combination of the one-to-many (proactive) posts they create and their reactive posts (the likes, comments and reactions) they share in response to their friends’ posts.

It’s a popular forum for the cohort, much more so than Millennial teens. In 2015, Pew estimated 76 percent of Gen We teens were using social media and more than 70 percent cross platforms.

Prepare your social media for Gen We.

In order to connect to Gen We via social media, brands should continue posting quality proactive posts, but add reactive posts to the mix. Follow your followers, reacting to relevant posts on their pages and participate in real conversations.

Facebook facilitates this kind of communication by posting “likes” and comments that friends make on other pages. In doing so, Facebook elevates the users’ comments and provokes reaction and continued conversation. Instagram now uses an algorithm similar to Facebook’s. In order to determine which posts might be the most relevant to users, reactive posts are used to boost the audience for a given proactive post.

Taco Bell’s burrito hostage situation on Instagram playfully demanded “likes” to keep a popular burrito on the menu, eliciting many reactive posts. In keeping with proper etiquette, Taco Bell promptly responded to consumers’ cries of delight and distress alike.

Want more on Gen We? Here are 5 things you need to know.

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