Teenagers and Social Media

This is a time where adult life is starting to kick in. When creating a social media strategy recently, I was puzzled on how to engage with teenagers and the younger population. Internship expert, Lauren Berger, tweeted a thought that sparked my interest to look into what social media teenagers are using…

Lauren Berger tweet

…and then the puzzled question goes through my head, “Where in the world are teenagers in social media?!” So naturally I go to my trusty old partner, Pew Research. Pew posted an great presentation by Amanda Lenhart, Senior Research of Teens & Technology, called Teens & Technology: Understanding the Digital Landscape. Some great hard facts from 2012:

  • 95% of teens use the internet (holy cow), 93% of teens have a computer and 74% teens are mobile internet users
  • one in four teens use their cell phone rather than a computer
  • 94% of teens are on Facebook, 26% on Twitter, 11% on Instagram and 1% on Pinterest

Lets talk about the percents Lenhart presents on. Even though 94% of teens are on Facebook, I don’t believe they are active on it like teens are active on their Twitter or Instagram accounts. Which is why Facebook is becoming the “Mom Platform” of social media. With the babyboomer generation taking over Facebook, upcoming generations are finding new places to be. This is why Instagram is so popular with ages 12-19. Lenhart states an 19 year old female saying, “Yeah, that’s why we go on Twitter and Instagram [instead of Facebook]. My mom doesn’t have that.” My 14 year old cousin isn’t even on Facebook, but post Instagram and Snapchat images daily. Teens are going to more social media platforms with less interaction because they are stressed with the “drama” Facebook can create with its unlimited word count. Twitter only gives 140 words and Instagram in a photo sharing site. This simple interaction avoids drama with people.

Any professional who is creating a social media campaign needs to factor in the young generation to maximize success. By using visual communication, helping teens build their social reputation and avoiding drama a social media campaign can attract teens and create that viral buzz.

Is Pinterest the New Vogue?

I call it a fashion high—and today, it is easier to find the sneakily addictive source. Social media platforms are crawling with leathered pumps, cable knitted sweaters and gemmed jewelry making me anxious every time I check my Pinterest. “Does anyone see this beautifully crafted outfit—from the scarf to the watch to the models perfectly crafted messy bun?” After spending an hour procrastinating on Pinterest, I’m finding myself thinking this above thought often and then finding myself in the mall buying all the pieces to rock the outfit that next day.

My first love is fashion and it will always be, as most any girl will say who has memories of dancing around in their mother’s high heels and stalking every Teen Vogue issue growing up. Now, I’m grown up and have experience in the digital industry realizing that magazines (fashion or not) are almost irrelevant to the new, younger generation because social media has taken over. Mia Freedman, who has worked for Cosmo, explains how Vogue only sales 51K paper copies per month compared to its 1.1M online UBs use per month. Digital is the future and everyone is looking for their fashion needs online.

It’s not new news; we all saw this coming with the Internet push. Fashion has taken a turn into a completely new world now that social media dominates it digitally. Is it for the better? There are multiple reasons why I enjoy the fashion scene better on social media rather than magazines and excited to start discussing these throughout my blog.

Till then—make yourself a Pinterest account, join Tumblr or follow fashion models on Instagram where you can get a fashion high every minute. Vogue will always be the leading name in the fashion industry, but I predict they will start using new techniques to target the digital world. Fashion to me is not just sporting a great look but now posting it on social media and sharing it to all the “fashionistas” in the world. People want to see it!