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Teen ‘Likes’ Can Turn into Sales

By December 20, 2013 No Comments

Nearly half of teens expect today’s brands to interact with them on social media. But do those interactions translate to sales? The answer is mostly yes, according to a study by Forrester about social media marketing to 12- to 18-year-olds.

 

“These young people grew up with social media; they depend on their parents for their spending; and they’re incredibly connected,” Forrester analyst Gina Sverdlov writes. “They also have a completely different set of expectations when it comes to social media marketing.”

 

On average, a teen “likes” 15 brands on Facebook and follows 16 brands on Twitter—one more than adults in each category. The study found that 12- to 18-year-olds that engage with a brand on social media have a higher probability of having made a past purchase, considering a future purchase, and recommending the brand.

 

For instance, nearly 9 in 10 teens who “like” Starbucks’ Facebook page will recommend the coffee brand, compared to about 3 in 10 teens that aren’t fans.

 

At Disney, 62 percent of teen Twitter followers made a purchase in the past year, compared to 18 percent of non-followers. While the study didn’t find a strong link between social media interactions and future purchases, the data strongly correlated being a fan with making a past purchase—suggesting that most fans are already avid customers.

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