According to a new study by Grunwald, 71% of youth between the ages of 9 and 17 visit social networking sites on a weekly basis. But the big news is that they are not only going there to socialize with friends, but also to interact with their favorite brands. The study found that in the past month 55% of teens have participated in some kind of advertiser-brand activity such as visiting company profile pages, taking company-sponsored quizzes, and entering sponsored contests.
Here are some fashion brands we’ve noticed doing a great job engaging youth on Facebook, now up to 26.6 million members according Comscore:
- Victoria Secret’s youthful PINK line has a profile with 334,393 members offering free downloads for PINK-themed wallpapers and buddy icons, party invitations, featured video contests, and more.
- With 16,287 members, global retailer H&M offers their Facebook group members free wallpaper and buddy icon downloads. The trendy brand takes it a step further by providing a virtual dressing room where members can create an avatar to try clothes on their virtual body before going into the store to make a purchase.
- American Eagle’s new dormwear and intimates brand, aerie, has group with a following of 48,357 members. Their profile page features the latest aerie fashions and features a daily poll featuring issues that are top-of-mind for their consumers, like “where are you going for spring break?”
According to the study, of the 60% of youth who have created profiles or have personal sites, 20% of them update their profiles or sites at least once a day. This being said, staying current and up-to-date is a major factor in these tweens/teens lives. The challenge for brands will be keeping up with them. They’ll need to make frequent updates and constant innovations to keep their audience coming back for more.
[via ClickZ News]
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