The aspect of the Oxplore project that I am asked about most often is how we are using social media to reach our target audience of 11-18 year olds. This group are naturally social media savvy – indeed in some of the schools we’ve been in thus far, pupils have described social media as one of their main ‘hobbies’! However, this group are also notoriously hard to market to – often referred to as ‘Generation Zzzz’. So, we’ve been using the past months and our pilot periods to test what works to ensure we divert our efforts to the most effective tasks when we launch nationally.
Our starting point is by ensuring we are everywhere our users are – Facebook, Instagram, Twitter, YouTube and Snapchat. If another network pops up and grows in popularity – we will move there too. This is a necessary flexibility in the social world. We’re already slightly victim to the more private networks like WhatsApp that our audience are moving towards.
We have a fairly busy programme of scheduled ‘organic’ or free content. Throughout both our pilots, I’ve been scheduling educational but easy to digest content around the theme of ‘Big Question of the Week’. This is a content-led approach which helps us build up our reputation for interesting and provocative approaches.
In this organic content, each network has its own challenges and opportunities. For example, on Instagram it obviously has to be a visual post and the current scheduling option from Hootsuite is not ideal, but hashtagging makes the content very discoverable. On Facebook, it is tough to break out from those who have already decided to follow your page but the content delivery types are very varied.
We are advertising on Facebook, Instagram and Twitter. Thus far, my general opinion is that the targeting options on Facebook and Instagram are more useful for reaching our audience because we can segment by age into the 13-18 age group.
Twitter does reach a large audience and the clickthroughs are actually slightly higher over the period, but the segmentation options do not give me enough reassurance that we are reaching young people. Twitter does not gather date of birth or more detailed information about the users, it segments by interests and some characteristics as well as location. The trends seem to suggest 11-18 year olds are less active on Twitter, and their number (11.7% of all users) is dwarfed by the 18+ demographic.
Facebook and Instagram both offer much more tailoring because of the information they hold on the users. It is very easy to build up a profile by age and location (down to the km) and include potential interests from an unlimited support. While the anecdotal wisdom I’ve heard always suggested that younger people were less interested in Facebook, statistics suggest 84% of the demographic have a Facebook account.
I’m using the pilot period to trial different advert types and target different segments. The main purpose here is to see how broad or narrow to set the audience for the best return. For example, in one test I ran a split test across three groups: one for every young person in the region, one for young people with some specifics (like maybe they liked science or reading) and their current level of education, and another targeting down to specific groups they might be in or the pages they might follow. There is something a little Goldilocks here, and the evidence so far suggests that Mother Bear’s porridge is getting the most bites!
The social network advert managers do tell me how the ads are performing, the cost per interaction and some of the demographic details (like, for example, all our advertising is currently hitting 2/3 girls and 1/3 boys). However, in creating the advert I’ve taken the time to use the simple campaign URL builder so that I can track the source of the visits through into our Google Analytics. This shows me that in general most of our mobile referrals spend a shorter time on the site than users coming from our sources (like Googling us). So, getting them there through social media is only one part of the challenge when dealing with Generation Zzzz….